06 April, 2005

Morocco: Dutch brewing force, Heineken N/V has decided to invest in a Muslim beer in Morocco. Free-alcohol beer Fayrouz, brewed in Egypt by Heineken’s subsidiary, Al Ahram Beverages Company (ABC), is to be available this summer on the Morocco’s market. If this experiment succeeds Heineken intends to sell Fayrouz as well in Tunisia, Algeria and Libya. Fayrouz beer doesn’t contain any alcohol and is produced of non-fermented barley, softened with sugar and fruit juice. This beer is available in different versions (framboise, citron, ananas...) imitating fruit beers brewed in Belgium. Fayrouz means turquoise in Arabic. Fayrouz beer accounts for about 40% of the non-alcoholic carbonated beverages market in Egypt, after Pepsi and Coca-Cola.

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