MENA Region: Happy hour for the alcohol business?
Across the Middle East, a heady new trend is brewing. Statistics indicate a surprising but clear spike in alcohol consumption in the Muslim-dominated region. So, major alcohol producers, such as the European companies Heineken and Diageo, are making spirited attempts to penetrate this new market, which has little competition besides a growing pool of consumers. From sponsoring prestigious sports events to targeting the rich and famous, the firms are employing every trick in the book to rake in the profits.