A Russian entrepreneur in Dubai has brought an ancient Arabian beverage into the modern era with a halal-certified, alcohol-free ale that blends tradition with innovation. Igor Sergunin, CEO of Midtown Factory, developed Majlis Premium Arabian Ale using a proprietary brewing technique that maintains the drink’s historical roots while adhering to strict halal standards. Inspired by a centuries-old recipe believed to aid digestion and boost energy, the beverage revives a cultural legacy with a contemporary twist.
The brewing process replicates traditional methods but employs controlled yeast to prevent alcohol formation, ensuring compliance with Islamic dietary laws. Sergunin emphasized that Majlis uses only natural ingredients—malt, water, yeast, and hops—which contribute essential vitamins without artificial additives. After thorough testing, UAE authorities granted the product halal certification, validating its adherence to religious and quality standards. Unlike conventional non-alcoholic beers that remove alcohol post-brewing, Majlis is designed to remain alcohol-free at every stage.
Sergunin’s inspiration stemmed from a personal quest for healthier drink options for his children. Disappointed by the processed ingredients in mainstream beverages, he collaborated with nutritionists to craft a drink that balances taste and wellness. Majlis contains no processed sugar, deriving sweetness solely from natural sources. Available in five distinct profiles, the beverage avoids the term “flavors,” instead emphasizing its authentic, heritage-inspired character.
Positioned as a wholesome alternative to energy drinks, Majlis provides sustained energy without artificial stimulants. The brand’s name, meaning “gathering” in Arabic, reflects its ethos of community and shared enjoyment. Sergunin sees the UAE’s multicultural environment as the ideal launchpad for global expansion, honoring the region’s culinary history while catering to modern health-conscious consumers. With its blend of tradition, nutrition, and halal integrity, Majlis offers a refreshing take on an age-old refreshment.