NZ drink aims to widen its distribution to Middle East and North Africa

This beverage distributor is aiming for a wider distribution of its beverages, especially in the Middle East and would like to work with distributors that have a local vision for its “luxury juices.” The founders believe that this beverage fit gourmet food outlets as well as hotels.

In terms of competition, this beverage is unique in that it caters to those people who consider themselves at the high-end socially and who also drink alcohol-free beverages.

This beverage maker exports to Malaysia, Singapore, Hong Kong, Australia and is making inroads into Indonesia. Its image is evolving, the aim being to create an aspirational brand that socialising adults are proud to be seen drinking.

What it is? This beverage is an elegant and sophisticated gourmet drink that is alcohol free and Halal certified. It is crafted for adult tastes from cold-pressed premium wine grapes of Aotearoa, New Zealand. It is a satisfying and grown up social beverage to match with food, celebrations and fine glassware.

Overview

The aim is to distribute this non-alcoholic beverage across the Middle East and, over time, increase its market share against other established non-alcoholic beverages in the region.

If an investor is interested, it is possible that it could secure a vineyard as well.

Kinds of drink

This beverage comes in three varieties, each with its own special gourmet flavours. It is made from two types of New Zealand iconic grapes, Merlot and Sauvignon Blanc, watered by pure artesian waters in the fields of New Zealand. The luxurious bottle contains 750 ml of 100% unfermented non-alcoholic beverage.

The drinks are natural and no additional sugar is added. All the drinks are presented in elegant and sophisticated packaging. The beverages are refreshing, and easy-to-drink.


Karera (White):The main ingredient is natural sauvignon blanc grapes. A naturally sweet grape. The drink is light golden and the nose aromatic. The palate is citrus and green apple with a slight capsicum finish. This is a tropical, nicely balanced off-dry style juice recommended with Asian dishes, seafood, chicken and sushi.

Sparkling Karera (White):The main ingredient is natural sauvignon blanc grapes. This carbonated drink is light straw in colour with a fine and vibrant bead. The palate is long and racy with kiwifruit and apple. Excellent with shellfish, cheeses, berries, pastas and seafood.

Kuratea (Red):Made from merlot grapes, this drink is floral on the nose with blackcurrant and vanilla on the palate. A beverage with nicely balanced sweetness and a dry, slightly tannic finish. Excellent with game, blue cheese, Asian dishes, beef, beetroot salad.

Opportunities: The market

The founders feel there is a market for many types of non-alcoholic drinks in the Middle East and North Africa.

Market research shows that the market for non-alcoholic drinks in the Middle East is substantial and Arahi believes that the trend will not only continue but will strengthen. The Middle East consumes a third of the 2.2 billion litres of non-alcoholic beer sold globally, according to The Economist.

Here is an article about non-alcoholic beer consumption in the Middle East.

(The Economist, August 2013).


“Now non-alcoholic beer is the fastest-growing category in a market that is pretty static or declining slightly,” said Sean Durkan of Bavaria beer, an independent brewery that sells 0.00% Alcohol By Volume (ABV) beer and lager shandy along with lighter alcoholic beers. “For one thing, people are more aware than before of the damaging effects of alcohol. Governments have stepped up health campaigns and chivvied the drinks industry into promoting low-alcohol alternatives to their usual products. In Japan an ageing population, mindful of its health but fond of a tipple, has started to take up non-alcoholic beer. And better technology means that it is tastier than before, Mr Durkan claimed.

The Middle East now accounts for almost a third of the worldwide sales by volume of non-alcoholic beer. In 2012 Iranians drank nearly four times as much of it as they did in 2007. It is popular in Saudi Arabia and the United Arab Emirates, where alcohol is either wholly or partially banned.“



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