Global launch for booze-free Halal ‘whisky’
A US company is set to launch what it claims is the world’s first Halal “whisky”, which contains no alcoholic content, around the world next month.
In 2011, Florida-based firm ArKay added a whisky variant to its range of alcohol-free drinks, which is described as having the “exceptional taste of whisky without the alcohol content”.
The Halal-certified product is targeted towards those who cannot drink due to religious or medical reasons. It is said to “taste like liquor, look like liquor and smell like liquor” but is completely alcohol-free and un-aged.
“The way you can use ArKay is quite unique,” said Alejandro Luna, vice president of worldwide operations for ArKay.
“When you drink it, it’s like you are drinking whisky, and if you mix it with cola, it’s just like a whisky-and-cola mixed drink. People like it because they can drink as much as they want without getting drunk.”
Luna adds that since the range was introduced three years ago, it has experienced consistent demand.
“We soon realised it would be a huge success because people were not only ordering, they were re-ordering – a sure sign they liked the product,” he said.
“The demand has been tremendous, first from consumers through our website and then from retailers, major grocery stores and large chains are interested in this product because of its non-alcoholic content.”
However, speaking to the Daily Mail upon the product’s launch in 2011, a spokesperson for the Scotch Whisky Association (SWA) slammed ArKay’s use of “irresponsible marketing”.
“It is not possible to make alcohol-free whisky,” the SWA said. “This company is trying to exploit whisky’s reputation with highly irresponsible marketing.”
ArKay, which also produces alcohol-flavoured soft drinks including brandy, gin and Tequila, is now set to launch its products across the globe next month, reports Al Arabiya News.