A new, unique halal-brewed beverage, inspired by a drink originating in the Arabian Peninsula thousands of years ago, has been launched in Dubai.
The product, developed by Midtown Factory under the brand name "Majlis", employs a proprietary brewing method that preserves the drink's traditional taste and complexity while ensuring it remains alcohol-free.
Igor Sergunin, the CEO of Midtown Factory and the innovator behind Majlis Premium Arabian Ale, explained that the inspiration for this product stemmed from the historical significance of the original drink, reports the Khaleej Times.
"Thousands of years ago in the Arabian Peninsula, this beverage was brewed as a non-alcoholic drink believed to aid digestion and sustain energy during long travels. It would take two to three days to prepare, and it kept travelers invigorated," he said.
Majlis is crafted using a brewing process that honours the traditional recipe but with a controlled yeast process that guarantees the beverage is halal.
"The ingredients remain the same – malt, water, yeast, and hops – which together produce essential vitamins such as B1, B6, B15, C, and D. With modern technology, we ensure our product complies with halal standards," Sergunin added.
The beverage has undergone rigorous testing and has received Halal certification from UAE authorities.
Sergunin further explained, “We have passed the Halal certification from the UAE authorities, who have meticulously tested our product to ensure its authenticity and compliance."
Unlike typical brewing methods that remove alcohol from the final product, Majlis employs a unique technique that ensures the drink is alcohol-free from the beginning.
This ensures the product adheres to halal principles without compromising its authentic taste and complexity.
"We have developed proprietary technology that guarantees our process remains alcohol-free throughout, preserving the essence of a traditional brewed beverage while adhering to halal guidelines," Sergunin stated.
The concept for Majlis was born from Sergunin’s concern for his children's health.
"While shopping for drinks for my children, I realised that most options were heavily processed and unhealthy. This prompted me to create beverages that would be beneficial for everyone," he explained.
Sergunin highlighted that Majlis drinks contain no processed sugar, with the sugars coming from natural sources.
Available in five distinct variations, Majlis is positioned as a healthier alternative to traditional energy drinks, providing sustained energy rather than a quick spike.
Sergunin noted, "Our drinks offer long-lasting energy, making them a perfect choice for anyone looking for an energy boost without compromising their health."
The name "Majlis", which means "gathering" in Arabic, reflects the brand’s vision of bringing people together in a communal, non-partying setting to enjoy halal-brewed beverages.
"Majlis is about coming together, sharing a moment of enjoyment with our drink in hand," Sergunin concluded.