(3 Mar 2025)
UAE HALAL BEVERAGE
SOURCE: ASSOCIATED PRESS
RESTRICTION SUMMARY:
LENGTH: 4:23
ASSOCIATED PRESS
Dubai, United Arab Emirates – 25 February 2025
1. Various of worker pushing cart loaded with sacks of wheat
2. Various of worker emptying wheat bags into grinding machine then operating machine
3. Wide of factory
4. Various of technicians controlling machine through panel
5. SOUNDBITE (English) Igor Sergunin, Midtown factory general manager:
"The 0% alcohol is about that you have some products and you’re trying to change the rules to fit into the requirements. That’s about to pretend to be. And the totally different story which we made, which is not to cross the border. That’s the main part, you know? And from this side, in one case, you trying to look like the non-alcoholic beers, try to look like a beer. In our case, we tried to deliver the healthiest way – as maximum as we can get from the malt – to deliver the freshness, the healthiest way to enjoy the malt."
6. Various of brewing process
7. SOUNDBITE (English) Igor Sergunin, Midtown factory general manager:
"When I look deep into the story and I realized that the first malt beverage was produced in the Arabian Peninsula, I realized that in the malt beverages in general, the main idea why people started to drink it a long time ago – it wasn’t about the taste, it wasn’t about additional things. It was about the digestion. So it was they their main reason why they brew the products and why they consume it because they feel how it works with them. And that feeling, which is the most important, that’s the thing we want to deliver to the final customer."
8. Bottles on conveyor belt
9. Various of bottles being labeled
10. SOUNDBITE (English) Igor Sergunin, Midtown factory general manager:
"Around the world in biggest breweries, people with high education couldn’t do that part (reaching halal products without extraction of alcohol from the final stage) because everything what they tried to do is the normal procedure, is by the tasting, is per their experience. But what we do and why we get these things done (is) because we start with the math. Math gives us the possibility to calculate if we don’t want to cross the border, but get all the necessary things, how we should treat the malt and how we should treat the water, which stages we should go and how long we should go. And all these calculations have given us the opportunity to predict the process and to be sure that we will never cross the border."
11. Steam valve
12. Technicians next to keg washer machine
13. Close of machine
14. Technician monitoring washing temperature
15. SOUNDBITE (English) Igor Sergunin, Midtown factory general manager:
"The halal certification for us is not about the religious side, to be honest. It’s not about only the Islamic culture and the other things. The halal is the mark that people can trust. From that side, when we pass all through the certifications, we will try not to get it to be selling, it’s about getting it (certification) to be trusted."
16. Various of Majlis halal beverages
STORYLINE:
A factory in Dubai is brewing something new: an alcohol-free beer that’s fully halal.
Majlis, marketed as a premium Arabian Ale, is the first certified non-alcoholic malt beverage in the UAE.
The beverage is made using a controlled process that carefully regulates malt treatment, temperature and timing to prevent alcohol from forming.
The goal is to highlight malt’s natural qualities rather than imitate beer, says Igor Sergunin, manager of Midtown Factory, which produces Majlis.
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