Sahara, a new drink brand spearheaded by Omar Oualili, is reintroducing Morocco’s traditional beverage, Mahia, (Water of Life) to the UK market, marking an exciting cultural and commercial moment, according to “The Drink Business.”
Mahia is a traditional spirit made from figs or dates and flavored with aniseed. Once deeply tied to Morocco’s Jewish communities, Mahia symbolizes the country’s rich cultural diversity. However, in recent years, the production of Mahia has significantly declined, and the drink’s reputation suffered due to the rise of low-quality versions of the original product.
CEO Oualili, keen to restore Mahia’s legacy, saw an opportunity to not only revive this iconic Moroccan alcoholic spirit but also share its cultural significance with a global audience. “With fewer Jewish families in Morocco, Mahia production declined,” Oualili noted in an interview with Drink Business.
“In recent years, the spirit became rare or, even worse, became entangled within informal productions,” He added, however, that Mahia remains a key part of Morocco’s history and is a testament to the country’s long-standing tradition of inter-faith diversity and tolerance.
Sahara’s UK launch seeks to celebrate Mahia’s cultural heritage while making it accessible to the modern consumer audience. Oualili has carefully refined the traditional recipe, reducing the aniseed flavors and enhancing the fruit notes, all without the addition of sugar, to appeal to contemporary tastebuds. “We’ve crafted Sahara to offer a refined and authentic experience that aligns with modern preferences,” he explained.
As a Moroccan living in the UK, Oualili sees this project as a way to deepen cultural exchange between the two nations. “There is a strong desire from the British public to engage with Morocco, whether it’s through tourism, food, or culture,” he has observed. “So, why not alcohol too?” he added.
Despite the recipe’s Moroccan origins, Sahara is produced in Scotland due to logistical and regulatory challenges in Morocco, allowing the brand to combine renowned Scottish expertise in spirit production with the traditional flavors of Mahia.
Sahara’s versatility is another key feature, as it can be enjoyed both neat, as it is traditionally, or mixed into cocktails providing an innovative approach. Signature creations like “The Sandstorm and Le Mirage Royale” highlight the spirit’s adaptability in the cocktail world, making it a unique offering for bars and restaurants.
“In the on-trade sector, mixologists can craft innovative cocktails that showcase Moroccan-inspired creations using Sahara’s distinct character,” Oualili explained, also noting that home consumers can enjoy Sahara as part of easy-to-make cocktails.
With an initial UK retail price of £42, Sahara has plans to expand further, targeting markets in France and Morocco. Oualili envisions a future where Sahara is a staple on cocktail menus across the UK and beyond, bringing a taste of Morocco to a wider audience.
“We want to bring Morocco—and by extension, Africa and the Middle East—to every cocktail menu in the UK,” Oualili said, emphasizing his ambition to introduce an often-overlooked region to the global spirits market.