Resanovic said the malt beverage market accounts for about 20% of the total beer market globally, and about 50 to 60% of that demand comes from the Middle East.
However, the quality and supply of malt is variable and can therefore affect price. In response, Symrise has developed a malt-like, beer-like soft drink called ReadyBrew, which is not based on malt and allows consistent quality and lower cost.