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Monday, August 01, 2005

Firm Aims to Spread German-Crafted Beer Granules to Muslim World

Muslims the world over could soon be enjoying a chilled pint of sweet German beer if Gerhard Kamil has his way. The Bavarian brewer's GranMalt outfit, based in Bergkirchen, 10 miles north of Munich, has developed alcohol-free granules that make instant beer. He believes that the easily transportable product, with its long shelf life, could be another German export surprise.

"My dream is that one day soon, beverages everywhere will have my GranMalt label on them," he said.


(Gerhard Kamil)


The beer, Kamil says, could be what beverage makers seeking to enter the growing Middle Eastern malt beverage market have been waiting for. The granules would allow a maker to bypass the complicated process of setting up breweries and could be adapted to make a range of other drinks. He is not the first to look at the 1.5-billion-strong Muslim market. In 2003, Heineken bought Al Ahram Beverages Co., the monopoly Egyptian brewer, and the Almaza brewery in Lebanon. Carlsberg in 2003 bought the Moussy brand, a leader in the Saudi market. Read More ....



Source: Los Angeles Times | reBlogged By: News Blog re-Blog
Filed Under: Beer, Germany, Middle East, Muslims, Granules | Permalink



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