Dubai, UAE – Heineken is set to build its first large-scale brewery in Dubai, marking a significant expansion into the region’s burgeoning market for alcoholic beverages. The project, developed in partnership with Dubai-based Maritime and Mercantile International, comes after the Dutch beer maker secured all necessary permits, according to a Bloomberg report.
Heineken has been supplying its products to Dubai for nearly two decades, but with the city experiencing a surge in tourism, the brewery is seen as a strategic move to meet the rising demand for its beers.
Dubai, an Islamic city where alcohol consumption is traditionally restricted by religious law, has made recent policy changes aimed at bolstering tourism. While the city has long allowed alcohol sales in select areas, the government removed a 30% tax on alcoholic beverages in January 2023 to attract more visitors, Reuters reported. Additionally, Dubai eased its regulations on personal alcohol licenses, making them free of charge after previously costing residents 270 AED (roughly 73 USD) per year.
The brewery project is expected to break ground in late 2025, with completion slated for 2027. It reflects Dubai’s ongoing efforts to position itself as a global tourism hub, catering to the needs and preferences of an increasingly international visitor base.
The development of Heineken’s brewery follows a broader trend in Dubai, where the hospitality and leisure sectors have expanded rapidly in recent years. As the city continues to modernize its approach to alcohol regulations, the opening of a major brewery is viewed as another step toward accommodating its growing and diverse population of tourists and expatriates.
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