1. Behnoush Iran Co Delster Non-Alcoholic Beer : A Cultural Product
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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, Zam Zam 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 through Coca 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