Heineken is opening its first major beer brewery in Dubai, an Islamic city known for its Islamic traditions and historically strict alcohol restrictions. The project, developed in partnership with Dubai-based Maritime and Mercantile International, has already received the necessary permits, according to Bloomberg.
Heineken has supplied beer to Dubai for nearly 20 years. With tourism booming, the brewery aims to meet rising demand. Despite being an Islamic city where alcohol is religiously prohibited, Dubai has allowed regulated sales of alcohol for decades.
In January 2023, Dubai scrapped its 30 percent alcohol tax to attract more tourists. Liquor licenses, which residents need to consume alcohol at home, were also made free. Previously, these licenses cost about $73 annually. Bringing a Heineken brewery to Dubai is seen as part of the city’s effort to appeal to international visitors.
Brewery construction will start in late 2025 and finish by 2027. The facility will produce not only Heineken but also other brands like Kingfisher, Amstel, and Birra Moretti. Heineken also plans to expand its workforce from 60 to 190 full-time employees.
Tourism in Dubai has been growing rapidly, with nearly 15 million visitors from January to October 2024, up from 13.9 million during the same period in 2023. Western Europeans, who make up 20 percent of visitors, are among the world’s top beer consumers, making Dubai an attractive market.
This move follows a similar development in Abu Dhabi, where The Craft by Side Hustle brewery opened in late 2023. Dubai’s evolving alcohol policies highlight its balance between tradition and its ambition to remain a leading global destination.
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