Emirates Refreshments Company and WOW HYDRATE announce first-of-a-kind joint venture

Emirates Refreshments Company and WOW HYDRATE announce first-of-a-kind joint venture

- Multi-year agreement will see a range of sport and fitness hydration products made in the UAE for the first time

- Partnership aligns with ‘Operation 300bn’ initiative to increase industrial output and develop products in the UAE

- Collaboration aims to educate and inspire UAE citizens and residents to be their best, offering healthier hydration products

- WOW HYDRATE global ambassadors include boxer Tyson Fury and footballers Kevin De Bruyne, Harry McGuire and Ella Toone

Dubai, United Arab Emirates: Emirates Refreshments Company (ERC), the Dubai Financial Market-listed beverage company and WOW HYDRATE, the global sports drink brand, have signed a major long-term partnership to produce a range of sports and fitness hydration products in the UAE.

The joint venture between ERC and WOW HYDRATE will provide a new opportunity for the UAE to showcase its manufacturing capabilities on the global stage, as the companies look to export products to international markets, as well as the domestic market. In 2021, the UAE Ministry of Industry and Advanced Technology announced ‘Operation 300bn,’ which aims to raise the UAE’s industrial sector's contribution to the GDP to AED300 billion by 2031.

The global sports drink sector is expected to be valued at $36.35billion by 2028* as consumers around the