Dutch brewer Heineken is preparing to launch the GCC’s first large-scale brewery in Dubai, marking a significant milestone in a region traditionally known for strict alcohol regulations.
Sirocco, a joint venture between Heineken and Dubai-based Maritime and Mercantile International, plans to begin construction on the brewery towards the end of next year, having already obtained the necessary permits, according to Bloomberg. The facility is expected to be operational by 2027.
The partnership, which has been supplying alcohol in the UAE for nearly two decades, believes that local production will enhance output to meet increasing demand in a market that hosts over 17 million tourists annually.
Dubai, the region’s leading business and tourism hub, has permitted alcohol sales and consumption for over 20 years. In recent years, the city has eased restrictions further, supporting its growing tourism sector.
In the first half of 2024, Dubai received 10.6 million tourists, reflecting an 8% rise compared to the same period in 2023. This continues a strong post-pandemic recovery, with 17.3 million visitors recorded in 2023.
In early 2023, Dubai eliminated a 30 per cent tax on alcohol sales and made liquor licences free, reinforcing its status as the Middle East’s premier destination for business and tourism.
Heineken plans to produce brands such as Heineken, Kingfisher, Amstel, and Birra Moretti in Dubai. The company also intends to increase its workforce from 60 to 190 full-time employees.
