E-Malt.com News article: Nigeria & Netherlands: Heineken to Sell Barley Drink in Morocco

Dutch brewer Heineken plans to roll out its Fayrouz barley drink in more Muslim countries as it seeks sales growth in emerging countries in the face of sluggish core markets.

Heineken is considering launching Fayrouz in Nigeria and in Northern African countries, a company official said on Wednesday. It will probably start testing in Morocco in the coming months.

Nigeria is Africa's second-biggest beer market after South Africa and Heineken owns Nigerian Breweries there.

Fayrouz is a malted barley-based non-alcoholic beverage with various fruit flavours and has been certified halal -- fit for consumption by Muslims -- by Al Azhar, a leading Sunni Islam religious institution.

Heineken plans to use its global marketing muscle to launch Fayrouz in the longer term to more Muslim countries, as well as to Muslim communities in the UK, Germany, the Netherlands and France.

Heineken obtained Fayrouz in 2002 when it took over Egypt's only brewery, Al Harham Beverages Co (ABC), in a $280 million deal. No alcohol is produced during Farouz's manufacture -- unlike other non-alcoholic beers -- making it suitable for observant Muslims.


02 June, 2005