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

1. Behnoush Iran Co Delster Non-Alcoholic Beer : A Cultural Product By Lauren Strong

2. 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

3. 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

4. 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

5. Consumption • Youth market, pregnant women, health conscious, Islamic faith, women, men • Company produces juice, ZamZam 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

6. 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 throughCoca 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