- For Starters -

Omar Al Sharif , Head of Beverage,  Fresh Express LLC        

To kick off Gulfhost’s For Starters interview series this year, we had an enlightening one-on-one conversation with Omar Al Sharif, Head of Beverage, at Fresh Express. Explore the latest beverage trends and innovations through his expert lens and deep industry knowledge.

What are the top three product trends you’ve observed in the beverage category this year?

i've seen many new trends, however the top three that i found most  interesting are:
1- Health related: Continued growth in Health Conscious Drinks, drop in consumption of spirits & beer on alcohol, and a major drop in soft drinks consumption in non-alcoholic category.

2- Quality over Quantity: consumers today are much more informed—they’re reading labels, asking about ingredients, understanding what they’re consuming, and becoming increasingly selective about their choices.

3- Functional drinks: entering the market with a somewhat new category that is a twist on what we were used to knowing as “energy drinks”. Health conscious drinks such as gut-health related drinks with prebiotic powder, protein water or even a more focus on 0 sugar drinks or clean label sugars is on the rise.

 

What emerging consumer preferences are shaping the beverage landscape—whether in non-alcoholic drinks, health-focused options, or premium imports?

Honestly, consumers today are just more aware—they’re reading labels, asking questions, and making much more intentional choices. Health is a big driver. I see a growing demand for functional drinks—things like immunity boosters, digestive aids, and low-sugar, clean-label beverages. People want natural ingredients, fewer additives, and they’re really mindful about what they put in their bodies.

There’s also been a massive shift toward non-alcoholic and low-ABV drinks. The whole “sober-curious” movement is real, especially with younger crowds. We're seeing premium alcohol-free alternatives in spirits, wines, and beers that don’t compromise on taste or experience!

Imports are getting more attention too—especially high-quality matcha, single-origin cold brews, and bold, exotic flavours like yuzu or hibiscus. Even at Monin, we’re innovating with sugar-free flavour infusions like PURE Peach-Apricot and PURE Mango-Passion—perfect for adding a punch to sparkling water or cold brew without any sugar.

Sustainability matters now more than ever. From eco-friendly packaging to transparency in sourcing—people care. They want to know where things come from and how they're made.

And finally, it’s not just about what’s in the drink—it’s about the experience. Consumers are drawn to brands with a story, something they can connect with emotionally. Even tech like AI is entering the picture, helping personalize flavours based on mood or lifestyle. It’s an exciting time for beverages!

 

How do you balance bringing in innovative, trend forward beverages while maintaining reliable, high-demand staples in your portfolio? 

Balancing innovation with consistency is all about strategy. You have to keep focusing on your core range—the volume drivers. For us at Fresh Express, products like Monin syrups, Alain Milliat natural juices, Cafés Richard coffee, and of course, tea, have always been—and will always be—at the heart of what we do. That wheel keeps turning, no matter what.

Innovation today is being driven by a more health-conscious and informed consumer—one who knows exactly what they want, as we mentioned earlier.. So it's on us to study those needs and respond with the right brands, products, and quality. That means things like top-tier matcha, prebiotic drinks, protein waters, and zero-sugar flavour enhancers made without artificial colours, preservatives, or flavourings. Clean labels and all-natural ingredients aren’t just trends—they’re expectations now.

 

Do you see beverages playing a role beyond the bar—such as in the kitchen or integrated into food recipes?

Absolutely, 100%! We’re already seeing a huge rise in the use of Monin sauces in the kitchen, especially in pastry and dessert recipes. At the same time, with more people dealing with gluten and lactose intolerance, there’s been a major shift toward plant-based and vegan alternatives.

One standout is our new brand, OraSi—a range of plant-based milk alternatives. We’re seeing strong demand for coconut, oat, and almond milk, and they are getting creative with unique options like hazelnut milk, and even pistachio! These make a fantastic base for recipes like pancakes, waffles, yogurt bowls, chia puddings, parfaits, curries, and even chocolate-based dishes.

And it's not just about milk—our Alain Milliat ginger and yuzu concentrates bring bold, fresh flavour to sauces, dressings, and plating. There's so much potential for creativity with these ingredients.

 

How do you see technology shaping the development of the industry and the products being offered to professionals?

As mentioned earlier, we’re seeing a major tech-driven transformation—from smarter production and packaging to AI-powered customer experiences. New machines are simplifying beverage creation, and as they become more advanced and affordable, they’ll keep reshaping the industry.

At Fresh Express Beverage, we’re integrating smart packaging solutions like the can sealing machine. It lets us serve fresh drinks in sealed cans—perfect for grab-and-go or delivery—without compromising freshness. Adding simple touches like fresh lemon, mint, or herbs elevates the product’s look and value.

We’re also focused on creating a memorable experience for the end consumer. The recipes we develop aim to surprise and delight—whether through bold garnishes, unique glassware, or presentation that sparks social media buzz.

Finally, sustainability is no longer optional—it’s essential. We carefully choose the brands we partner with, how and where we source products, and how we minimize our impact through logistics. Innovation and eco-consciousness now go hand in hand for us.

What role does sustainability or ethical sourcing play in your current beverage strategy and product selection?

It’s funny—I touched on this in an earlier question. As I mentioned, sustainability is no longer optional; in many cases, it’s becoming a legal requirement. We have a responsibility to leave the world better for the next generation. That means being mindful of how we source products, measuring our carbon footprint, and doing everything we can to reduce it.

We need to focus on reusable, recyclable, and repackaged materials, and look at how technology—like AI—can help us optimize logistics. By streamlining delivery schedules and reducing waste, we not only lower our environmental impact but also cut costs in the process.

How do you handle group tenders, and what unique value does your department bring to large-scale customers?

It varies from one tender to the next, but the most recent one we submitted was for a major hotel group here in the UAE. What made our offer stand out was the focus on customization and personalization—private-label products made exclusively for them, combining competitive pricing with high-quality sourcing.

We also integrated sustainability solutions by ensuring the products offered were produced using reused or recycled materials, helping to reduce our environmental footprint.

Lastly, we optimized packaging to minimize delivery frequency, allowing the client to hold stock efficiently without taking up excessive storage space.

 

What is your vision for the beverage division over the next 3–5 years, and what strategic initiatives are you prioritizing?

My vision, and this is purely from my own perspective, is that alcohol consumption will continue to drop especially with the upcoming generations (Gen z, Gen X, Gen Alpha) , there will be further demand on high quality “Adult Crafted Drinks” that require some flair and craft ability in the preparation process with low or zero abv. Content. Functional beverages will also grow, especially those supporting gut health, as people become more aware of their bodies and intolerances.

Plant-based options will continue rising—not just for dietary needs, but for overall wellness. And across the board, consumers will want better of what already exists – coffee but better, tea but better, matcha but better, water but ethically sourced, as well as aluminium bottles, such as cans, and installing filtration systems... - with less plastic, more sustainable sourcing, smarter packaging, and overall higher quality.

 

Are you focused solely on the UAE market, or do you also support regional operations across the GCC or wider Middle East?

Within my role at Fresh Express I am focused on the UAE market. However as a beverage enthusiast and as a student of the industry, I am always travelling, reading and trying to understand and experience what is happening on a regional and global scale to see what could work for us in the middle east and what could be the future of the beverage industry. We have some amazing people creating and innovating some amazing products within our industry and I am excited for the future to come!