SPARKLING MALT BEVERAGE
Sparkling malt beverages, like HEINEKEN's Fayrouz, are rapidly gaining in global
popularity. As traditional boundaries between drink categories blur, there is huge
potential for this unique, refreshing, non-alcoholic blend of malt and fruit.
A Sparklin
Opportunity
ayrouz is a brewed beverage, meaning
it uses the same brewing expertise as
HEINEKEN's beers, only the process
is stopped earlier. "The brewing ends just before
fermentation to prevent alcohol reaching the final
product," explains Bastiaan Hendrikse, General Manager
of the Sparkling Malt Business Unit.
More than half of the world's population never
consumes alcoholic beverages. At the same time, there
is an increasing demand - among both those who do
and do not drink alcohol - for beverages that contain
natural ingredients and fewer calories. These combined
factors have resulted in strong growth of the global
sparkling malt category: sales in 2013 reached 28 million
