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In a step that leads further into breaking conservative social norms in the Muslim region, Heineken plans Gulf’s first large-scale brewery in Dubai. The Heineken joint venture aims at producing popular beer brands in the emirate, enriching the economy of the country within different, unusual horizons.
This landmark move is highly remarkable in a region known for its rooted strict restrictions around the sale and consumption of alcohol.
Sirocco, a joint venture of Heineken and Dubai-based Maritime and Mercantile International, will launch the construction plans of the brewery late 2025 upon securing all necessary permits, as the company confirmed. Construction's expected to end in 2027!
As is known, Dubai is the Middle East’s business and tourism hub and among the region’s most cosmopolitan cities, so where better to set shop of the first large-scale brewery than here. It's been around 20 years now since the country has loosened up the rules around alcohol sales and consumption as tourism witnessed a significant rise in the Emirate particularly. With spirits stores available across the country on a walk-in basis, residents are now easily capable of purchasing alcohol while restrictions still apply to Muslims.
The brewery in Dubai will produce brands including Heineken, Kingfisher, Amstel and Birra Moretti in Dubai and the company plans to expand its workforce to 190 full-time employees from 60 currently. Cheers to good times ahead!
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