Mahou San Miguel has entered the Middle East with a new non-alcoholic malt beverage product, initially launching in Egypt.
The brewer has introduced the Vamos by Mahou brand, a canned carbonated malt drink created “exclusively” for this market.
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The range includes four variants: classic toasted malt, pineapple with caramel, apple with cinnamon, and peach with vanilla.
In a statement, Mahou San Miguel said the new malt drink represents the “natural evolution” of its strategy to diversify its non-alcoholic portfolio with “differentiated proposals tailored to new consumption trends”.
It added that non-alcoholic beverages now account for nearly 30% of its total sales volume.
The brewer said the move is part of its internationalisation strategy and answers “growing demand” for malt drinks, a category that has seen “double-digit growth” in the region over the past year.
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By GlobalDataThe company’s entry into the Middle East extends its presence beyond existing markets such as Europe and North America. It sells in more than 70 countries.
Elena Reviriego, general manager of Mahou San Miguel’s international business unit, said: “Vamos by Mahou is an example of our international ambition and of how we are able to reach new markets with differentiated offerings that adapt to local tastes and new consumption trends.
“It is the first innovation conceived and developed specifically to meet a particular need in an international market – in this case, the growing demand for malt beverages in Egypt,” she added.
Mahou San Miguel, which already produces non-alcoholic beers for the Spanish market under the Mahou and Alhambra brands, recently launched its first non-alc offering for the US under the Founders Brewing brand.
With an 0.5% abv, the Founders Nonetheless product is described by the group as “a lager-style beer”. It is being sold in grocery stores for now but wider distribution is expected throughout this year.
The Spanish brewer acquired the remaining stake in the US craft beer producer in March last year.
‘Vamos by Mahou’ is already on shelves in Egypt through grocery and food retail channels.
In the coming weeks, the brand will also roll out to the hospitality sector and other key outlets, including convenience stores.
The launch follows other recent non-alcoholic additions in Spain, such as Refeel and Café 170º, the company’s coffee brand for the hospitality sector.
