Moroccan Entrepreneur Revives Traditional Spirit for UK Market

Omar Oualili, a Moroccan living in the United Kingdom, has launched Sahara, a reinvented Mahia, on the British beverage market. Traditionally made from figs or dates and infused with anise, Mahia (eau de vie, in darija) is historically associated with Jewish communities in Morocco. But its production has declined considerably in recent years. Omar sees it as an opportunity for him to share the history of Mahia with a global audience, to revive the spirit and adapt it to contemporary tastes. "With fewer Jewish families in Morocco, Mahia production has declined. In recent years, the spirit has become rare to find, or worse, entangled in informal productions," he explained to the site the drinks business.

He will add: "Fortunately, Mahia has an enduring cultural importance in Morocco, as it testifies to the diverse and tolerant environment for which the country and its inhabitants are known." Drawing inspiration from Mahia, he has concocted a traditional recipe that meets contemporary preferences. A refined recipe, balancing tradition and innovation. "By adapting the traditional recipe - reducing the aniseed flavors and enhancing the fruity notes, all without added sugar - we have designed Sahara to offer a refined and authentic experience that aligns with contemporary tastes," said Oualili.

Sahara is produced in Scotland, far from Morocco due to regulatory and infrastructure challenges in his country of origin. "Producing Mahia in Morocco presents several challenges, mainly due to limited alcohol production capacities and regulatory constraints," explained Omar. He will continue: "Our approach harmoniously combines Scottish expertise with Moroccan taste, allowing us to maintain the authenticity of Mahia while adhering to international quality standards."

Currently, Sahara is sold for £42 in the UK. Omar is fighting to establish his spirit on the British market. He also targets the markets of France and Morocco.