After Iraq, Cola Wars Heat Up

Muslim alternatives to Coke and Pepsi are springing up all across Europe. How far can religious solidarity go as a marketing strategy?

A year ago, Tawfiq Mathlouti, a Tunisian-born French businessman, called the Zam-Zam Cola offices in Tehran, Iran, wanting to represent the alternative Iranian soft drink in France. The Zam-Zam brand had become an emblem for the antiglobalization movement in the Middle East, and Mathlouti hoped to export Zam-Zam's image and make drinking it a political statement in France, too. Zam-Zam Cola turned him down.

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