UAE: Non-alcoholic ale with halal certification launched in Dubai
A Russian expat in Dubai introduced a halal beverage that takes inspiration from an ancient drink from the Arabian Peninsula which originated thousands of years ago.
Midtown Factory created the Majlis brand product through a special brewing technique that ensures zero alcohol content while maintaining the genuine flavor and intricate taste of the traditional beverage.
Igor Sergunin, the innovator behind Majlis Premium Arabian Ale and CEO of Midtown Factory, explained the inspiration behind the drink: The product launch was based on its historical importance. Long ago in the Arabian Peninsula people created a non-alcoholic brew that they consumed because they believed it helped digest their food. The brewing process required two to three days to complete and the beverage sustained travellers' energy levels effectively.
Majlis uses controlled yeast in its traditional brewing method to maintain the beverage's halal status. Malt, water, yeast, and hops form our product ingredients which naturally produce vitamins B1, B6, B15, C, and D while our technology guarantees halal certification for all products, as explained by Sergunin.
Sergunin stated that their products received Halal certification from UAE authorities following multiple testing procedures.
After extensive testing the UAE authorities granted Halal certification to the company. Sergunin stated that our product received Halal certification after UAE authorities conducted tests on it.
Majlis utilizes a distinctive production method that maintains the beverage's alcohol-free status throughout its creation process in contrast to standard brewing which removes alcohol to meet halal standards.
Majlis is built according to halal standards and uses exclusive technology to keep the production process alcohol-free from beginning to end. Sergunin affirmed that the process stays true to halal standards and keeps the full flavor and depth of a brewed drink intact.
Concern for his children’s health led him to create Majlis. While buying beverages for my kids I came up with this idea. The review of ingredients showed that they consisted mainly of processed substances lacking nutritional value. He created drinks that would benefit everyone and mentioned they collaborated with nutritionists to perfect the recipe.
Majlis drinks are completely free from processed sugar according to Sergunin. The natural sources are where the sugars in our drinks originate from according to him.
The beverage offers five unique tastes which he deliberately avoids labeling as “flavours”.
Explaining why they revived the recipe, he said: Our drinks began in this region and the UAE serves as the ideal location for global expansion due to its diverse population according to his statement.
Majlis presents a sustained energy alternative compared to traditional energy drinks. "Our beverages deliver energy that lasts throughout the day," Sergunin stated.
The brand name Majlis communicates the concept of coming together instead of casual celebration. The term Majlis translates to 'gathering' which represents the experience of people uniting to enjoy their specially crafted halal brews.
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