About Us

THe Problem

Alcohol has influenced us as a society.

As a non-alcoholic wine and spirit company, we empathize and understand with non-drinkers who may feel pressured to drink to conform to Western cultural norms. As a Muslim-American Company we understand this struggle all too well. Alcohol is often glorified as a part of socializing and celebrating, which can influence people to feel that they need to participate to fit in or be accepted, even if it goes against what they want.

Moreover, the media often glamorizes drinking and partying as a symbol of success, happiness, and freedom, while people get addicted to the temporary feeling of euphoria, which they feel they need to be happy. This can create the perception that alcohol is a normal and desirable activity, leading many to drink.

Peer pressure is also a strong influence because alcohol is shown to be a central part of social life. From endless happy hours, to boozy brunches, the narrative on alcohol has always remained strong. This adds to the pressure to drink. But if someone chooses not to drink, the options in majority establishments is lacking for non-drinkers. This can create a sense of discomfort or isolation

This is why providing non-alcoholic wine and spirit options can help address these challenges positively. Let’s empower people who abstain from alcohol weather its for religious reasons, mental health, physical health, or just simply preference. By offering beverages with similar taste and complexity to mainstream drinks, we can help people feel included and connected and help make proper choice catered to them.