Dubai’s Midtown Factory unveils world’s first halal-brewed ale
New beverage offers sophisticated flavours without alcohol
DUBAI: The Midtown Factory, a pioneering beverage production facility in Dubai Industrial City, has launched the Majlis Premium Arabian Ale, the world’s first fully halal-brewed range of beverages.
Unlike traditional non-alcoholic beers, which undergo alcohol removal, Majlis Premium Arabian Ale is crafted using a proprietary fermentation process that ensures it remains alcohol-free from start to finish. This technique adheres to strict halal dietary guidelines, offering a sophisticated drinking experience without compromising religious principles.
The beverage comes in multiple flavours, providing consumers with a refreshing and refined alternative. It caters to a growing market of individuals seeking halal-certified, alcohol-free options without sacrificing taste or quality.
Majlis Premium Arabian Ale
Majlis Premium Arabian Ale made its debut at Dubai’s top culinary events, including Taste of Dubai and Gulfood, where it attracted visitors from diverse nationalities and backgrounds. Guests had the chance to sample the beverage and experience its unique taste firsthand.
At the Dibba Bay Oyster Festival, the beverage was highlighted in a cooking demonstration by celebrity chef Jenny Morris, also known as the Giggling Gourmet. Visitors engaged with the renowned chef and the Majlis team, exploring the beverage’s potential for pairing with gourmet dishes.
CEO’s vision for the future
“We are thrilled to introduce a beverage that meets the evolving preferences of global consumers who seek a refined, alcohol-free, and healthy alternative,” said Igor Sergunin, CEO of Midtown Factory and the innovator behind Majlis Premium Arabian Ale.
He emphasised Dubai’s role as a hub for halal products and food innovation, noting that the city’s modern trade infrastructure and diverse consumer base make it an ideal launchpad for groundbreaking beverages.
Majlis Premium Arabian Ale is already available in select retail stores, hotels, and restaurants across Dubai. With growing demand for alcohol-free beverages, Midtown Factory is preparing for regional and international expansion in the near future.