A missing trick: Non-alcoholic beer

Why non-alcoholic beer could be a golden market in the UK’s capital.

In the 1980s non-alcoholic beer hit European shelves but failed to impress. Rave culture had begun to take hold of the UK and even high-profile advertisements by the likes of Billy Connolly could not compensate for the dour taste and lack of kick. Young and old alike just couldn’t see the point.

However, the atmosphere in London is changing. Could this once failing product turn into a success?

The facts are already pointing that way. A report by independent retail analyst Kantar Worldpanel revealed that sales have grown by 40 per cent across all retailers in the past year. Consumers have downed 15 million bottles from Tesco alone where sales have soared by 47 per cent. The stunning rise has been attributed to an increasing product range and improving taste as well as a changing target market: a health–conscious population, constantly subjected to graphic NHS campaigns, are more inclined to give up alcohol to gain a few years. This is all against the backdrop of a world where the consumption of alcohol is diminishing - UK beer sales fell by 4.8 per cent in the second quarter of 2013 alone – which makes the feat only more impressive.

However, the viewpoint of this article is that marketing gurus are missing a key group of London’s population: Muslims. The 2011 census Office for National Statistics showed that the proportion of Muslims in London had risen to 12.4 per cent of the population, with young British Asians increasingly flocking to the capital. Islam condemns the act of drinking alcohol as haram (forbidden) but, according to The Economist, several significant Saudi and Egyptian Ayatollahs have issued fatwas allowing Muslims to shake of their shackles and fill their glasses with the non-alcoholic stuff. The product has now swept across the Arab world.

The Middle East has already seen sales of non-alcoholic beer booming. Figures released by Euromonitor reveal last year 2.2 billion litres were downed with almost a third landing in the sin-free stomachs of middle-eastern Muslims. Even in Iran, where the state laments Western decadence, Iranians are drinking five times as much as they did four years ago.

What’s the draw? In the Gulf States, young Islamic socialites yearn for a taste of the west’s glamorous lifestyle without compensating their faith. Meanwhile it allows conservatives to drink in Saudia Arabia and UAE – countries infamous for their strict Islamic laws banning alcohol – without irking the authorities.  

So, big business can definitely be made by targeting London’s Islamic minority. The trick is tapping into it. Taybeh - a Palestinian brewer - have successfully done that by emphasising the Islamic side of their product: their label is coloured green, the colour of Islam, and on every bottle the word Halal (permissible) is inscribed in Arabic. A similar product is yet to launch here. In the UK, the British Heart Foundation has found that the number of shisha bars, which British Asian Muslims relish, has rocketed by 210 per cent in the past five years. A launch of a perfectly halal partnership between shisha and non-alcoholic beer could prove fruitful.   

Aside from the money, introducing non-alcoholic beer would have a significant cultural impact. Alcohol is embedded in society’s social gatherings from apéritif cocktails to Friday night pub trips. Faced with this conundrum, Muslims retreat into packs: Prevention is better than cure. Non-alcoholic beer could help bridge the gap between Muslims and their counterparts in a society which is increasingly worried about their social marginalisation. With the hate towards ‘radical Islam’ only rising following the brutal killing of Fusilier Lee Rigby, it’s a desperately needed step to Islamic integration.

Non-alcoholic beer is causing a stir. Photograph: Getty Images
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25 times people used Brexit to attack Muslims since the EU referendum

Some voters appear more interested in expelling Muslims than EU red tape.

In theory, voting for Brexit because you were worried about immigration has nothing to do with Islamophobia. It’s about migrant workers from Eastern Europe undercutting wages. Or worries about border controls. Or the housing crisis. 

The reports collected by an anti-Muslim attack monitor tell a different story. 

Every week, the researchers at Tell Mama receive roughly 40-50 reports of Islamophobic incidences.

But after the EU referendum, they recorded 30 such incidents in three days alone. And many were directly related to Brexit. 

Founder Fiyaz Mughal said there had been a cluster of hate crimes since the vote:

“The Brexit vote seems to have given courage to some with deeply prejudicial and bigoted views that they can air them and target them at predominantly Muslim women and visibly different settled communities.”

Politicians have appeared concerned. On Monday, as MPs grappled with the aftermath of the referendum, the Prime Minister David Cameron stated “loud and clear” that: “Just because we are leaving the European Union, it will not make us a less tolerant, less diverse nation.”

But condemning single racist incidents is easier than taking a political position that appeases the majority and protects the minority at the same time. 

As the incidents recorded make clear, the aggressors made direct links between their vote and the racial abuse they were now publicly shouting.

The way they told it, they had voted for Muslims to “leave”. 
 
Chair of Tell Mama and former Labour Justice and Communities Minister, Shahid Malik, said:

“With the backdrop of the Brexit vote and the spike in racist incidents that seems to be emerging, the government should be under no illusions, things could quickly become
extremely unpleasant for Britain’s minorities.

“So today more than ever, we need our government, our political parties and of course our media to act with the utmost responsibility and help steer us towards a post-Brexit Britain where xenophobia and hatred are utterly rejected.”

Here are the 25 events that were recorded between 24 and 27 June that directly related to Brexit. Please be aware that some of the language is offensive:

  1. A Welsh Muslim councillor was told to pack her bags and leave.
  2. A man in a petrol station shouted: "You're an Arabic c**t, you're a terrorist" at an Arab driver and stated he “voted them out”. 
  3. A Barnsley man was told to leave and that the aggressor’s parents had voted for people like him to be kicked out.
  4. A woman witnessed a man making victory signs at families at a school where a majority of students are Muslim.
  5. A man shouted, “you f**king Muslim, f**king EU out,” to a woman in Kingston, London. 
  6. An Indian man was called “p**i c**t in a suit” and told to “leave”.
  7. Men circled a Muslim woman in Birmingham and shouted: “Get out - we voted Leave.”
  8. A British Asian mother and her two children were told: "Today is the day we get rid of the likes of you!" by a man who then spat at her. 
  9. A man tweeted that his 13-year-old brother received chants of “bye, bye, you’re going home”.
  10. A van driver chanted “out, out, out”, at a Muslim woman in Broxley, Luton
  11. Muslims in Nottingham were abused in the street with chants of: “Leave Europe. Kick out the Muslims.”
  12. A Muslim woman at King’s Cross, London, had “BREXIT” yelled in her face.
  13. A man in London called a South Asian woman “foreigner” and commented about UKIP.
  14. A man shouted “p**i” and “leave now” at individuals in a London street.
  15. A taxi driver in the West Midlands told a woman his reason for voting Leave was to “get rid of people like you”.
  16. An Indian cyclist was verbally abused and told to “leave now”. 
  17. A man on a bike swore at a Muslim family and muttered something about voting.
  18. In Newport, a Muslim family who had not experienced any trouble before had their front door kicked in.
  19. A South Asian woman in Manchester was told to “speak clearly” and then told “Brexit”. 
  20. A Sikh doctor was told by a patient: “Shouldn’t you be on a plane back to Pakistan? We voted you out.”
  21. An abusive tweet read: “Thousands of raped little White girls by Muslims mean nothing to Z….#Brexit”.
  22. A group of men abused a South Asian man by calling him a “p**i c**t” and telling him to go home after Brexit.
  23. A man shouted at a taxi driver in Derby: "Brexit, you p**i.”
  24. Two men shouted at a Muslim woman walking towards a mosque “muzzies out” and “we voted for you being out.”
  25. A journalist was called a “p**i” in racial abuse apparently linked to Brexit.