Heineken seeks agency for 25m launch

Heineken is holding a pitch for its 25m Fayrouz account ahead of launching its non-alcoholic beer brand into the UK and other new markets.

Heineken is holding a pitch for its £25m Fayrouz account ahead of launching its non-alcoholic beer brand into the UK and other new markets.

The company is believed to be gearing up a massive marketing push for the brand, aimed at Muslim markets because of the drink¹s halah compliant status.

The account is for five ‘key’ markets including the UK and the brewing giant is thought to have approached at least two UK agencies to pitch for the business.

Fayrouz, which is already massively popular in its home market of Egypt, is a fruit flavoured malt drink that has been certified halal by Al Azhar, a leading Sunni Islam religious institution.

Heineken took control of the brand after aquiring Egypt’s only brewery, Al Harham Beverages Co (ABC) in 2002 for more than £180m ($220m).

At the time Heineken mooted launching the product elsewhere, claiming there were large communities looking out for a ‘serious’ product and citing the 1.3billion Muslims worldwide.

Fayrouz’s production process avoids fermentation, so alcohol is never produced. With most other non-alcoholic beverages, the malt is fermented and the alcohol is removed. ABC also brews other non-alcoholic beers under licence as well as regular beers and produces wine and spirits.

Pitches are being held this week, with a decision expected soon after. It is not known which agencies have been approached although Heineken’s lead global agency, Sir Frank Lowe’s start-up The Red Brick Road which won the £40m business in July, is understood not to be on the shortlist.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here