Position: Chairman of Luxury Beverage Company
Lives in: UK
Claim to fame: His company has launched the world's first luxury Halal beverage
What inspired you to create Ruwa, now the most expensive non-alcoholic beverage in the world?
We are the makers of Isabella’s Islay, currently the most expensive Scottish whiskey and Ruwa’s genesis idea was to create a non-alcoholic product that had no equal or parallel, that couldn’t be compared to anything, yet very best product we can from the best liquid to the best decanter, somewhat inspired by ancient Greece and Rome.
Why Ruwa and why Halal?
Ruwa is for beauty. It is a niche product and we wanted to combine the ethos of an alcoholic beverage with a non-alcoholic one. The idea for the Halal version came from the fact that we looked at the market and found there actually wasn’t a luxury Halal drink and with over 1 billion Muslims in the world we thought it was a very good market in which to begin.
How much does the Ruwa cost?
It costs 5,500,000 USD but the decanter is obviously a large contributive factor to that cost. We use the best English crystal, over 8,000 diamonds, almost 200 rubies and the equivalent of two bars of white gold for each decanter. Naturally, it can be customised however you like and if you buy the top version you’ll get free refills. If that’s a little much there’s also a special edition bottle, mostly in white gold, for 730,000 USD.
What kind of buyer is Ruwa targeting?
A high net worth individual who wants the best in life, someone with a large residence, yacht, or private jet. A person who owns things not just for consumption, but also for their value.
What are you hoping to achieve with Ruwa?
We hope to be successful in the Middle East and the Muslim world. Since we are positioned at the very top of the luxury market, volumes are always going to be small but we are progressing well and meeting our targets.
What has the reception been like in the Middle East and beyond?
There’s been a lot of international coverage but it’s a new concept for people to understand and there has been some blowback since people are not used to spending so much money on non-alcoholic drinks. Nevertheless, the quality has been winning over many; we just have to work harder to sell a Halal drink.
What challenges have you been facing?
The challenges are to educate people that a Halal drink is just as good as an alcoholic beverage. And not only do we think the packaging is spectacular, but the taste is just as rich and high-end.
Tell us more about the drink itself.
We worked with a development team in the UK for the beverage specifications. We aimed for the finest, natural products. It’s dark, ruby-red in colour and the taste is sweet and strong with hints of rose and undertones of honey. It is unlike any soft drink, since it is not carbonated.
If you could choose a face for the brand, who would it be and why?
Nelson Mandela actually, for his ability to forgive, move on from the past and look to the future.
