How has Ramadan shaped the zero-proof drinks market globally?

The relationship between Islamic culture and alcohol is foundational rather than circumstantial: the Quran explicitly prohibits intoxicants (khamr), creating a permanent, year-round zero-proof culture in Muslim-majority communities rather than a seasonal abstinence. This has generated centuries of culinary and beverage innovation around ceremonial drinks that deliver complexity, pleasure and cultural ritual without alcohol — jallab (rose water, tamarind, grape juice, pine nuts), vimto (in Gulf countries), ayran, karkade (hibiscus tea), mint lemonade, and a vast regional repertoire of fermented NA drinks.

During Ramadan specifically, the iftar moment — breaking the fast after sunset — is a highly ritualised occasion where the beverage served carries enormous social and ceremonial weight. The traditional glass of water followed by dates is followed by communal drinks that signal celebration, abundance and togetherness. Premium NA drinks that deliver visual beauty, complex flavour and a ceremonial quality command significant consumer expenditure at this moment. The Ramadan drinks market in the GCC countries alone is estimated at several billion dollars annually.

The global significance for the NA market is that Muslim consumer demands have driven quality standards and product development — particularly in the Middle East, where halal-certified NA spirits, dealcoholised wines and premium mixers are commercially mature categories. Much of the innovation in NA beverage aromatics and flavour complexity that Western consumers are now discovering has been commercially available in Dubai, Istanbul and Kuala Lumpur for 15–20 years.

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