Mahou San Miguel enters Middle East and Africa with Vamos non-alcoholic malt drink
Spanish brewer Mahou San Miguel launches Vamos malt beverage in Egypt as part of its expanding non-alcoholic strategy.
EGYPT – Mahou San Miguel, Spain’s leading beer company, has entered the Middle East and Africa market with the launch of a new non-alcoholic malt beverage, debuting the product in Egypt.
The brewer has introduced Vamos by Mahou, a canned carbonated malt drink developed “exclusively” for the region, marking a new phase in its international expansion strategy.
The Vamos by Mahou range features four variants designed to appeal to local tastes: classic toasted malt, pineapple with caramel, apple with cinnamon, and peach with vanilla.
Mahou San Miguel said the launch represents the “natural evolution” of its strategy to diversify its non-alcoholic portfolio with “differentiated proposals tailored to new consumption trends.”
The company noted that non-alcoholic beverages now account for nearly 30% of its total sales volume, underlining the growing importance of the segment within its broader business.
It added that the move into Egypt responds to “growing demand” for malt drinks, a category that has recorded “double-digit growth” in the Middle East and Africa region over the past year.
Elena Reviriego, general manager of Mahou San Miguel’s international business unit, said: “Vamos by Mahou is an example of our international ambition and of how we are able to reach new markets with differentiated offerings that adapt to local tastes and new consumption trends.”
She added: “It is the first innovation conceived and developed specifically to meet a particular need in an international market – in this case, the growing demand for malt beverages in Egypt.”
Mahou San Miguel currently sells its products in more than 70 countries, with established operations across Europe and North America. The entry into the Middle East and Africa further extends its global footprint.
The brewer already produces non-alcoholic beers for the Spanish market under the Mahou and Alhambra brands. More recently, it launched its first non-alcoholic offering in the United States under the Founders Brewing brand.
The Founders Nonetheless product, with 0.5% abv, is described by the company as “a lager-style beer” and is currently available in grocery stores, with wider distribution expected during the year.
Vamos by Mahou is already available in Egypt through grocery and food retail channels.
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