AB InBev, one of the world’s largest brewers, has noticed a growing demand for zero-alcohol brews in some Middle Eastern countries, including Saudi Arabia. According to Jason Warner, the chief executive officer for Europe and the Middle East, residents in these countries, as well as tourists and expatriates, have shown an increased interest in non-alcoholic beers.
In response to this trend, AB InBev launched its flagship zero-alcohol beer, Corona Cero, in Saudi Arabia in the first quarter of 2024. Brian Perkins, AB InBev’s head of Western Europe, highlighted the potential for growth and brand building in expansion markets with the introduction of Corona Cero. This move signifies the company’s commitment to meeting the evolving preferences of consumers in the region.
One individual, Abdelazeem, a genetics researcher, shared his experience of transitioning from sugary soft drinks to non-alcoholic beers like Carlsberg’s Moussy. He mentioned that his family had also made the switch due to the perceived health benefits of these beverages. This shift in consumer behavior reflects a broader trend towards healthier drink choices in the Middle East.
Carlsberg’s Moussy, a non-alcoholic beer that is made without undergoing alcoholic fermentation, has been well-received in Egypt for over 30 years. The brand has positioned itself as a malt beverage in the Egyptian market, catering to consumers looking for alternatives to traditional alcoholic drinks. While interest in zero-alcohol brews is growing in the region, Carlsberg acknowledges that it will take time for cultural perceptions to shift towards accepting non-alcoholic beers as a viable option.
Heineken has also seen success with its non-alcoholic offering, Fayrouz, in Egypt, contributing to a significant increase in net revenue in the country. This demonstrates the potential for non-alcoholic beers to drive growth for brewers in markets where traditional alcoholic beverages may face cultural or regulatory challenges.
Despite the positive reception of non-alcoholic beers in the Middle East, brewers like AB InBev and Carlsberg are cautious about aggressively promoting these products in the region. Cultural sensitivities and regulations around alcohol consumption pose challenges for marketing zero-alcohol brews, requiring companies to adapt their strategies to local norms.
Overall, the rise in demand for non-alcoholic beers in the Middle East presents an opportunity for brewers to diversify their product offerings and cater to changing consumer preferences. By understanding the unique motivations behind the consumption of zero-alcohol brews in different countries, companies can tailor their marketing and pricing strategies to effectively tap into this growing market segment. As consumers in the region seek healthier beverage options, non-alcoholic beers are poised to become an increasingly important category within the beverage industry.