E-Malt.com News article: 1282

Netherlands’ brewing conglomerate, Heineken, plans to use the Egyptian barley drink Fayrouz as an insturment to enter Muslim markets either in the east or among immigrant populations in west Europe, Thony Ruys, Heineken's chief executive said on July 4, 2003, according to Reuters. "First we are learning from the experiences in Egypt and then we can go for a bigger launch," he told journalists. “The product, Fayrouz, could be sold in the Indian market as well as to the large Muslim communities in the Netherlands, France, Britain and Germany.” "Those are large communities and if we come with a serious product, I am sure this will appeal to them," Ruys said.

Fayrouz is a brand of Egyptian brewer ABC that Heineken bought last year. The fruit-flavored beverage, Fayrouz, is already popular in Egypt and has been certified halal by Al Azhar, a leading Sunni Islam religious institution, the British Broadcasting Corp. reports. No alcohol is produced during Fayrouz manufacture -- unlike other non-alcoholic beers -- making it suitable for observant Muslims.

Heineken is developing a number of more local products next to its two top world brands of Heineken and Amstel pilsner and wants to be an active player in the consolidation of the global brewing industry where it is pitted against Anheuser-Busch, SABMiller Plc and Interbrew.

Ruys said the growth of the world beer market in the period up to 2010 would be mainly in the east and Far East and the group is looking for ways of expanding in these markets. Busy buying Austria's BBAG for 1.9 billion euros, Heineken still has takeover appetite.

With debts of four billion euros, more than twice its annual EBITDA, the Dutch-based world number three brewer by volume is focusing on the integration of BBAG, which gives it access to many east European countries.


07 July, 2003