FCC MENA, a Beirut based beverage consultancy led by Walid Merhi, has launched the region’s first consultancy led platform dedicated to cocktail and bar culture.
The initiative focuses on education, craft, and cultural context behind the bar. It targets professionals, emerging talent, and informed enthusiasts across the MENA region.
Founded in 2010, Forward Creative Consultants specializes in pre opening bar projects and bar program development. The consultancy works across cocktail menu creation, bar concept design, and staff training. Over time, this hands on experience shaped the foundation of the new platform. As a result, FCC is extending its knowledge beyond client led work.
Brief
At its core, the platform prioritizes education and awareness. However, structured and experience driven beverage resources remain limited across the region. Therefore, FCC positions the platform as a reference point for cocktail culture and beverage education in MENA. Content includes practical industry perspectives, project showcases, pairing principles, and creative design thinking. Meanwhile, historical context and factual analysis provide depth and credibility.
Importantly, the platform reflects a Lebanon and MENA focused point of view. At the same time, it remains globally informed and internationally relevant. This balance allows FCC to speak to local realities while engaging a wider audience.
“It was never just about the drinks,” says Merhi. “Instead, it has always been about identity, people, and the role a bar plays in hospitality. With this platform, we are sharing knowledge, guiding emerging talent, and connecting creators with those who enjoy the experience.”
FCC Philosophy
True to FCC’s consulting philosophy, the platform follows a craft first and human centred approach. Moreover, it draws on years of collaboration with respected hospitality names. These include Em Sherif Madrid, SteakBarSushi Naccache, BUCO Beirut, and L’Antidote Nice. Collectively, these projects reinforce FCC’s credibility across regional and international markets.
With this launch, FCC aims to contribute to bar culture over the long term. Rather than chasing trends, the platform focuses on substance, craft, and continuity. Ultimately, it bridges consultancy expertise with accessible content. In doing so, it supports hospitality talent development while sharing Lebanon rooted knowledge across MENA and beyond.
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