Latest news with #IgorSergunin
Zawya
20-02-2025
- Business
- Zawya
Dubai's Midtown Factory launches world's first halal-brewed ale beverage
Dubai, United Arab Emirates – The Midtown Factory, a pioneering beverages production facility at Dubai Industrial City, today launched the 'Majlis Premium Arabian Ale', the world's first fully halal-brewed range of beverages. This groundbreaking Arabian ale-based beverage has been produced as per healthy dietary guidelines. It gives a unique drinking experience to consumers hailing from different backgrounds. M/s Midtown Factory is developing new products and will introduce them to consumers this year. The Midtown Factory exhibited the Majlis Premium Arabian Ale at the Taste of Dubai live food festival and Gulfood. The Majlis stand saw a busy day with visitors from different nationalities and ethnic groups who had a unique tasting experience. Following the hype up at the Dibba Bay Oyster Festival at the Taste of Dubai with the celebrity chef Jenny Morris, also known as the Giggling Gourmet, Majlis Premium Arabian Ale had a cooking demonstration. The visitors and guests had a chance to talk to the celebrity chef about the delectable Majlis Arabian Ale and its creators. Crafted with meticulous care and adherence to halal guidelines, Majlis' new beverage is brewed using a proprietary technique during the fermentation process that ensures the process remains alcohol-free from start to finish. Unlike traditional brewing methods that involve alcohol removal, Majlis has developed a unique approach that maintains the integrity of halal principles while preserving the authentic taste and complexity of a brewed beverage. "We are so excited to introduce a beverage that caters to the evolving preferences of the global community seeking a refined, alcohol-free and healthy alternative," said Igor Sergunin, innovator of Majlis Premium Arabian Ale and CEO of Midtown Factory. "Dubai is the perfect launchpad for innovations whilst it is a hub of modern trade, peaceful lifestyle, and a global hub for halal products. " Majlis' halal brewed beverage is available in multiple flavours, offering consumers a range of sophisticated and refreshing options. The launch represents a significant milestone in the beverage industry, reinforcing Dubai's reputation as a leader in innovative food solutions and consumer happiness. The beverage is available in select retail stores, hotels, and restaurants across Dubai, with plans for regional and international expansion soon.
Khaleej Times
16-02-2025
- Business
- Khaleej Times
UAE: New halal 'beer' inspired by 1,000-year-old recipe offers energy boost without processed sugar
A unique halal-brewed beverage inspired by an ancient Arabian Peninsula drink that dates back thousands of years was launched by a Russian expat in the UAE. The new product, developed by Midtown Factory under the brand name Majlis, is crafted using a proprietary brewing method that guarantees it remains alcohol-free while preserving the traditional drink's authentic taste and complexity. Igor Sergunin, the innovator behind Majlis Premium Arabian Ale and CEO of Midtown Factory, explained the inspiration behind the drink: 'We started the products as it has historical significance. Nearly a few thousand years ago in the Arabian Peninsula, people brewed this product, which was non-alcoholic and believed to help with digestion. It took them two to three days to brew, and travellers consumed this as it kept their energy levels up for a long time.' Majlis' brewing process follows the same traditional method but with controlled yeast to ensure the beverage remains halal. 'The ingredients are the same — malt, water, yeast, and hops, which together produce essential vitamins like B1, B6, B15, C, and D. With the right technology, we ensure all our products are halal,' Sergunin added. The company has earned Halal certification from UAE authorities after rigorous testing of their products, Sergunin confirmed. The company has received Halal certification from UAE authorities after rigorous testing. 'We have passed the Halal certification from the UAE authorities, which have tested our product,' said Sergunin. Unlike conventional brewing techniques that remove alcohol, Majlis uses a unique approach that keeps the beverage alcohol-free from start to finish, ensuring it meets halal standards. 'Crafted with care and following halal guidelines, Majlis uses proprietary technology that ensures the process remains alcohol-free throughout. This method maintains the integrity of halal principles while preserving the authentic taste and complexity of a brewed beverage,' Sergunin explained. His inspiration for Majlis was born out of concern for his children's health. 'I got the idea when shopping for drinks for my children. When I checked the ingredients, I found most of them were processed and not healthy. So I decided to create drinks that would be beneficial for everyone,' he said, noting that they worked closely with nutritionists to perfect the recipe. Sergunin also highlighted that Majlis drinks contain no processed sugar. 'The sugars in our drinks come from natural sources,' he added. The beverage is available in five distinct tastes, though he refrains from calling them 'flavours.' Explaining why they revived the recipe, he said: "The drinks originated in this region, and the UAE is the perfect place to expand globally with its diverse population,' he explained. Majlis is also positioned as an alternative to traditional energy drinks, offering sustained energy. 'Our drinks provide you with long-lasting energy,' Sergunin said. The brand name, Majlis, reflects the idea of gathering, not partying. 'Majlis means 'gathering.' It's about coming together and enjoying our halal-brewed drinks,' he concluded.
