Core Insights - Mahou San Miguel has launched a new non-alcoholic malt beverage brand, Vamos by Mahou, in Egypt, marking its entry into the Middle East market [1][2] - The new product line includes four variants: classic toasted malt, pineapple with caramel, apple with cinnamon, and peach with vanilla [1] - The introduction of this malt drink aligns with the company's strategy to diversify its non-alcoholic portfolio, which now constitutes nearly 30% of total sales volume [2] Market Strategy - The launch is part of Mahou San Miguel's internationalization strategy, responding to the growing demand for malt drinks in the region, which has experienced double-digit growth over the past year [2][3] - The company aims to adapt its offerings to local tastes and consumption trends, showcasing its ambition to penetrate new markets [3][4] Product Development - Vamos by Mahou is the first product specifically developed to meet the demand for malt beverages in an international market, particularly in Egypt [4] - The company has previously launched non-alcoholic beers in Spain and recently introduced its first non-alcoholic offering in the US under the Founders Brewing brand [4][5] Distribution Plans - The Vamos by Mahou brand is currently available in grocery and food retail channels in Egypt, with plans to expand into the hospitality sector and convenience stores in the coming weeks [5][6] - The company has also introduced other non-alcoholic products in Spain, indicating a broader strategy to enhance its non-alcoholic beverage offerings [6]

Wine Industry Trends - Tariffs on imported wine are increasing costs for importers, potentially leading to higher prices for consumers [1] - Sales of alcohol are down across the entire category, influenced by factors like changing consumer preferences (e g, cannabis consumption, GLP-1 medications), cost considerations, and a general trend towards reduced alcohol consumption [1] - A Gallup poll indicates that only 54% of Americans now drink alcohol, the lowest percentage in approximately 80 years [1] - The non-alcoholic beer category is experiencing faster growth than wine [1] - The non-alcoholic wine category is rapidly expanding, with numerous new products being introduced [1] Wine Market Dynamics - Champagne from Champagne, France, typically costs over $50, while alternatives like sparkling wine from the Lir Valley in France are available for around $20 [1] - Real estate prices in Napa and Sonoma remain high, contributing to the expense of wines from those regions [2] - In Sonoma County, 30% of the grapes went unpicked this year, indicating potential financial pressure on winemakers [2] Wine Quality and Affordability - Affordable wine options, such as a $24 red blend, can offer good quality and value [2] - High-priced wines, like an Italian wine costing $189 a bottle, may not always be noticeably superior in taste to more affordable options [2]

The non-alc market is buzzing, and quietly chipping away at the $570 billion alcohol industry. Here's why why investors are driving real capital into the market. https://t.co/Nr6fXfo4TE ...

The booming non-alcoholic sector now accounts for almost one-tenth of beer brewed in Germany. But even in the brightest forecasts, this cannot possibly compensate for the decline in the boozy sort https://t.co/fi0ZwrcQmy ...

Market Trends - The non-alcoholic sector accounts for almost 10% of beer brewed in Germany [1] - The growth of the non-alcoholic sector cannot compensate for the decline in alcoholic beer [1]