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Is There a Thirst for Something Different? A curious discovery in some Dutch online crossword puzzles has sparked an investigation into a potential untapped market: non-Western cola alternatives. The recurring answer to clues about these colas? "Arab." This intriguing finding suggests a niche market may exist within the Netherlands, but further research is crucial to confirm this hypothesis. This article explores the preliminary evidence, outlines the necessary research steps, and examines the potential implications for various stakeholders in the beverage industry....