The new product is carefully brewed using proprietary brewing technology to ensure that the entire process is alcohol-free from start to finish, unlike traditional alcohol removal methods.
According to Midtown, the eoe beer contains high-quality ingredients, including malt from Austria and Germany, as well as hops from the European Union, the United States and Australia.
However, the yeast used in the fermentation process is completely alcohol-free, ensuring that halal standards are met.
Igor Sergunin, CEO of Midtown Plant, said: "We are very excited to launch this beer to meet the changing preferences of a global society seeking refined, alcohol-free and healthy alternatives. Dubai is the perfect starting point for innovation as it is a hub for modern trade, a peaceful lifestyle and a global hub for halal products."
The Midtown plant received halal certification from UAE authorities after rigorous testing, further cementing its commitment to producing beverages that comply with Islamic dietary laws.
Party Premium Arabic beers are available in a variety of flavors to provide consumers with a refined, refreshing drinking experience.
The product is currently available in selected retail outlets, hotels and restaurants in Dubai, with plans for regional and international expansion in the near future.
"Majlis is a social gathering rather than a party," explains Sergunin. "It means people come together and enjoy the halal drinks we brew."
The launch of the Party Premium Arabica beer comes amid changes in Dubai's alcohol regulations.
Until 1979, alcohol was allowed in the UAE without any restrictions, but later regulations were introduced to uphold religious standards. These restrictions have been gradually eased over the years, especially in Dubai, as part of an effort to boost tourism and economic growth.
Until recently, the UAE relied on imports for all alcoholic beverages and banned local production.
However, in 2021, the UAE introduced regulatory changes to allow licensed businesses to produce alcohol locally. This paved the way for the development of the local winemaking industry.
In December 2023, Craft by Side Hustle became the first brewery in the UAE, and earlier this year Falcon Brews announced plans to build a brewery and spirits bottling plant in the emirate of Ras Hippocampus by 2026.
In addition, in November 2024, Heineken partnered with Dubai-based Maritime and Mercantile International to launch Sirocco, the Gulf region's first major brewery, which is scheduled to start construction by the end of 2025 and be completed in 2027.
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