The Middle East is the largest market for non-alcoholic beer in the World, however there has been a long tradition of alcoholic beer consumption as well. Du to the lack of breweries most of the alcoholic beer im imported.
For several years Royal Unibrew has been exporting a wide range of its products to The Middle East. In recent years the focus has been put on alcoholic beer, primary Faxe 10% which is extensively distributed in Syria and Lebanon. In Syria Faxe 10% is among the largest beer brands. Finally, royal Unibrew exports the lager Scandia Gold to Oman where it is among the largest imported brands.
Royal Unibrew's marketing activities on these markets are primarily by means of trade marketing.