Sting energy drink in Egypt has recently launched Sting Malt, which is described as a fusion between energy and indulgence. The same product could have an appeal in Muslim-majority markets like Malaysia and Indonesia.
In the Middle East, non‑alcoholic malt drinks are widely embraced as alternatives to beer and other alcoholic beverages, largely due to cultural, religious, and regulatory restrictions. In Southeast Asia, brands like Barbican and Bintang Zero are available but have not achieved the same level of popularity.
Yet, as energy drink companies in the region seek to expand their consumer base, combining the indulgent malt flavour with an energy boost has proven successful — exemplified by TCP’s Red Bull Soda. The energy + malt drink approach could work here in Southeast Asia.
