Oman’s beverage market was the subject of debate during a panel at HORECA Oman on May 28. Organized by Hospitality News Middle East, “What’s Happening in Oman’s Beverage Scene?” focused on emerging trends and innovations as it brought together experts and industry figures.
Moderated by Lisa Jerejian, communications manager at Hospitality Services, and Ayman Zayour, beverage director and managing partner of Mii-Yao and Maracai Beirut, the panel featured Anahit Markosyan, head of marketing at Yoocha Matcha; Tolgahan Saribugday, bars and beverage manager at Kempinski Hotel Muscat; Georges Gerges, managing director at IIS Hospitality; and Miriam Guida, mixologist at 1920 bar.
Oman’s beverage scene embraces flavor trends
Oman’s beverage scene is now deeply influenced by global and local flavor preferences. Markosyan explained how matcha has gained popularity in the GCC, especially in Oman. She emphasized its visual appeal and health benefits, which resonate with modern consumers.
Passion fruit has also gained popularity in Oman. “Omani guests love tropical flavors,” said Gerges and Saribugday. Therefore, passion mojitos and similar mocktails are now favorites across menus.
Non-alcoholic innovations
Low- and no-alcohol drinks are now in demand across the globe. Consumers want to stay healthy while enjoying flavorful beverages. However, creating such drinks requires skill and creativity. Guida said that the shift reflects a broader movement toward mindfulness within Oman’s beverage scene. Younger generations, she added, drive this evolution. They prioritize health and taste without needing alcohol. As a result, Oman’s beverage scene is adapting quickly.
Cultural sensitivity
According to Gerges, success in Oman’s beverage scene requires cultural understanding. “You must align your brand with local preferences,” he said. Customizing flavors and using Arabic-language marketing are essential steps. Without these, he warned, brands may fail to connect with Omani consumers.
Growth Through Competitions
Competitions also fuel Oman’s beverage scene. Guida shared her experience in international contests. “Whether you win or lose, you grow,” she said.
These events promote creativity and collaboration. Importantly, they also foster innovation across Oman’s beverage scene.
A healthy future
All panelists agreed that Oman’s beverage scene is becoming more inclusive and wellness-oriented. Indeed, as Oman works toward Vision 2040, its beverage scene is transforming.
Gerges predicted increased innovation from local entrepreneurs. “Oman is a sleeping giant,” he said, full of potential.
Markosyan pointed to a rise in “emotional drinks,” such as mushroom lattes. These drinks combine function and flavor. Saribugday observed growing interest in healthy options and more licensed venues. Guida confirmed that alcohol-free trends will likely remain strong, especially when paired with refined techniques.
