Mahia, Morocco's traditional spirit, makes its way to UK market

A new version of Morocco's traditional fig-based spirit, Mahia, is entering the UK market under the brand name Sahara. The spirit, whose name translates to «water of life» in Moroccan Arabic, is traditionally made from figs or dates and infused with aniseed.

According to The Drinks Business, the initiative is led by Omar Oualili, who aims to revive this historically significant beverage. The spirit was traditionally associated with Morocco's Jewish communities but saw declining production as the Jewish population decreased.

While maintaining its Moroccan heritage, Sahara is produced in Scotland due to regulatory and infrastructure limitations in Morocco. The production process has been modified to appeal to contemporary tastes, featuring reduced aniseed flavors and enhanced fruit notes, without added sugar.

The spirit, priced at £42 in the UK market, is being positioned for both traditional consumption as a digestif and as a cocktail ingredient. Sahara's market expansion plans include launches in France and Morocco alongside its UK debut.