Heineken to Build Brewery in Dubai

Heineken to Build First Major Brewery in the Gulf Region: A Historic Milestone for the Brewery and Dubai

Heineken is set to make history by partnering with Dubai-based Maritime and Mercantile International (MMI) to establish the first major brewery in the Gulf region. The joint venture, Sirocco, has announced that construction will commence by the end of 2024, with production of well-known brands such as Heineken, Kingfisher, Amstel, and Birra Moretti expected to begin in 2027.

Easing Alcohol Regulations in the Gulf

The Gulf region has long been known for its strict regulations on alcohol sales and consumption. However, Dubai, one of the most progressive cities in the Middle East, has made significant strides in relaxing these restrictions in recent years. Recent reforms include the removal of a 30% tax on alcohol and the elimination of fees for alcohol licenses, although sales to Muslims remain prohibited.

A Broader Economic Transformation

The establishment of the brewery is a clear example of the economic transformation underway in the region. Countries such as the United Arab Emirates (UAE) are working to reduce their reliance on oil revenues by investing in sectors such as tourism, entertainment, and expat communities. Notable initiatives include:

• The first casino in the region, being developed by Wynn Resorts in Ras al-Khaimah.
• Draft beer being served in select restaurants in Abu Dhabi.

Growing Demand for Alcohol in Dubai

With over 17 million tourists annually, Dubai has a significant demand for alcohol. Sirocco, which has been supplying alcohol in the UAE for nearly 20 years, expects local production to better meet this growing demand while also providing a “fresher beer experience,” according to Managing Director Georgios Polymenakos.

Employment and Future Prospects

The construction of the brewery will expand Sirocco’s workforce from 60 to 190 employees, providing a significant boost to local employment. This development further highlights Dubai’s growing appeal as a global hub for business and tourism.

By establishing this brewery, Heineken not only takes a historic step but also contributes to the Gulf region’s transformation into a more diversified and internationally oriented economy.

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