Islamically-permissible beer: Heineken replaces alcohol with fruit to woo Muslim markets

Even though observant Muslims eschew alcohol, there is still enought of a demand for beer (both non-alcoholic and the traditional variety) to attract the attention of Heineken, Europe’s #1 brewer. After purchasing Egypt’s ailing Al-Ahram Beverages, the brewer aims to replace the alcohol in beer with various fruit flavors and aggressively go after markets in both the Muslim world and among Muslim communities in Europe. “Those are large communities,” said Heineken executive Thony Russ, “and if we come with a serious product, I am sure this will appeal to them.” Heineken plans to use a unique brewing process that produces no alcohol in order to obtain the strictest halal certification available. “There are 1.3 billion Muslims in the world, and many of them want to drink beer,” said Al-Ahram Chairman Ahmed Zayat, who produces the pineapple and mango flavored Fayrouz brand that Heineken plans to market. “They want something fizzy, malt-based, flavored and socially acceptable.”

Shahed Amanullah is editor-in-chief of altmuslim.com.