Behnoush Iran Co Delster Non-Alcoholic Beer : A Cultural Product

By Lauren Strong

Representation

• Television Advertisement• Print Advertisement• Government funded documentary segment• The chain of meaning: how consumers make

connections between the representation of the product and their understanding of the product

• Positive connotations and negotiation of negative ones

• Hybrid representation: being both an Iranian company as well as a global one

Design•Bottles – Green/Black -330 ml 500 ml•Cans – 230 ml 250 ml 330 ml 500 ml•Stickers – stubby has 1 longneck has 2 light has all over. •Colours correspond to intended flavour and demographic

Production

• Produced and distributed throughout Iran• Islamic Revolution leads to loss of alcoholic

beer• Want for replacement• Cycle of consumer wants and company

production• Allows for more specific product flavours

Consumption

• Youth market, pregnant women, health conscious, Islamic faith, women, men

• Company produces juice, Zam Zam cola, Iranda cola, yoghurt, soda water, mountain water, energy drink as well as non-alcoholic beer

• Lifestyling: consumer able to choose product to fit lifestyle and representation of their identity

Regulation

• Social regulation as public and private product – to be enjoyed alone or with people, at home or out with friends

• Government regulation on advertisement• Government ban of alcohol• Government use of Behnoush for Islamization against

Westernisation through Coca Cola and Pepsi• Government using social form (TV) to regulate soft drink

consumption in aid of Islamization• Religious regulation through Shari law – both

government and social