Doğanay Şalgam Revolutionizes Dining Tables with Bold Innovations
Doğanay Şalgam reinvents turnip juice with its “Yakışır” campaign, aiming to make it a staple for every meal. Explore the brand’s modern rebranding and creative culinary pairings showcased in a gastronomic event.
Editors 
Doğanay Şalgam Revolutionizes Dining Tables with Bold Innovations
"Yakışır Doğanay Şalgam!" Campaign Aims to Make Turnip Juice a Staple Beverage
Doğanay Şalgam, the brand synonymous with Turkey’s iconic turnip juice, is on a mission to make this traditional drink a staple at every meal. With a fresh rebranding, including new bottle designs and a catchy slogan, “Yakışır Doğanay Şalgam!” (Doğanay Turnip Juice Pairs Well!), the company is determined to elevate turnip juice from a niche choice to a popular table essential.
To showcase the versatility of this fermented drink, Doğanay hosted a gastronomic experience at Feriye, where guests savored dishes curated to complement turnip juice. Hosted by Gözde Balkan, VP of Marketing, and featuring creations by Executive Chef Birkan Erköylü and beverage pairings by Culinary Expert Oğul Türkkan, the event demonstrated that turnip juice pairs seamlessly with a wide range of cuisines.
A Heritage Beverage with a Modern Twist
Founded with the aim of introducing Çukurova’s beloved turnip juice to the nation, Doğanay has achieved remarkable success, boasting a brand recognition rate of 98%. Despite its popularity as a companion to kebabs and other traditional dishes, many consumers have yet to explore its versatility.
“Turnip juice pairs wonderfully with unexpected dishes, from seafood to tacos. Our new campaign aims to demonstrate its versatility and appeal to broader audiences,” says Gözde Balkan.
Doğanay’s new branding reflects its dual commitment to tradition and innovation. The company has modernized its logo and packaging while preserving the authentic essence of turnip juice.
Culinary Pairings That “Yakışır” with Doğanay Şalgam
The gastronomic event featured a diverse menu designed to highlight the drink’s compatibility with various flavors. Chef Birkan Erköylü presented pairings such as:
- Simit (Turkish sesame bread)
- Etsiz Çiğ Köfte (vegetarian raw meatballs)
- Kâğıtta Levrek (sea bass baked in parchment)
- Risotto infused with turnip juice
- Mini Hamburgers and Tacos
“Turnip juice’s salty and acidic profile enhances many dishes, from traditional stews to modern street food,” notes Chef Erköylü.
Fermented Beverages: A Global Trend
The use of fermented drinks like turnip juice in global gastronomy is on the rise. Turnip juice is not only an excellent pairing but also a healthy addition to salads, sauces, and even cocktails.
Oğul Türkkan, who crafted turnip juice-infused cocktails for the event, highlighted its versatility in mixology:
“Drinks like Turnip Margarita and Turnip G&T show how this earthy beverage can elevate cocktails. Fermented drinks are gaining prominence worldwide, and turnip juice is a prime example.”
Doğanay’s Vision for the Future
Doğanay aims to position turnip juice as an integral part of everyday dining, transcending its traditional associations.
“Turnip juice belongs on every table, with every dish, and in every occasion,” Balkan asserts.
With its innovative approach, Doğanay is poised to redefine how consumers perceive and enjoy this iconic beverage.
