Quran Memorisation Contest with Alcohol Prize Sparks Outrage, IHW Calls for Clarification

Founder of Indonesia Halal Watch (IHW) Ikhsan Abdullah has expressed deep concern over the circulation of a video showing a promotional activity for an alcoholic beverage product that used the memorisation of Surah Ad-Dhuha as part of a challenge, with alcoholic drinks offered as prizes.

“If the video and information circulating are indeed as they appear, then in my view such an action is highly inappropriate and has offended the religious sensitivities of the community, particularly Muslims,” Ikhsan told Republika on Tuesday (11/8/2026).

He explained that for Muslims, the Quran is a holy book, a source of true guidance (hudal lil muttaqin) and holds a very noble position in the lives of Muslims. Therefore, making the memorisation of Quranic verses part of a gimmick or game to obtain alcoholic beverages is something that is inappropriate and demeaning. Moreover, this was done as part of a promotional activity for an alcoholic beverage brand and carried out as entertainment in a public space.

He stressed that alcoholic beverages are haram for Muslims to consume. The act of promoting alcoholic beverages in public spaces is also highly inappropriate and violates the law, especially when the promotion uses Quranic verses. “We respect the freedom of enterprise and the creativity of the business world, but that freedom must go hand in hand with social responsibility, propriety, and respect for the religious and cultural values of the religious Indonesian society,” said Ikhsan, who is also Katib Syuriyah of PBNU.

According to him, IHW also does not wish to draw hasty conclusions based solely on video clips and information circulating on social media. The principle of tabayyun is an important part of social life, as stipulated in the Quran, Surah Al-Hujurat, Verse 6. Therefore, IHW wishes to request clarification directly from the event organisers and the relevant producer or brand owner to obtain a complete understanding.

First, whether the activity as seen in the video actually occurred and was part of the official promotional activities of the brand concerned. Second, who designed and is responsible for the activity or challenge. Third, whether the activity was known, approved, and part of the producer’s official promotional strategy.