“For one thing, people are more aware than before of the damaging effects of alcohol. And better technology means that it is tastier than before, Mr Durkan claims. One chunk of the market is taking off for other reasons. The Middle East now accounts for almost a third of the worldwide sales by volume of non-alcoholic beer. In 2012 Iranians drank nearly four times as much of it as they did in 2007. It is popular in Saudi Arabia and the United Arab Emirates, where alcohol is either wholly or partially banned. Partly this is for religious reasons. But it also taps into growing consumer aspirations. As a statement of a globalised lifestyle beer, even if non-alcoholic, may be more potent than Coca-Cola.”
http://www.economist.com/blogs/economist-explains/2013/08/economist-explains-3
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