Heineken Plans Dubai Brewery to Cater to Growing Tourism Demand

Dow Jones11-28

By Michael Susin

Heineken plans to build a large-scale brewery in the United Arab Emirates as it seeks to cater to demand from the increasing number of tourists in a country where alcohol consumption is highly restricted.

Sirocco, the joint venture between Heineken and the Dubai-based company Maritime and Mercantile International on Thursday said it would start building the first large-scale brewery in the emirate late next year, without disclosing how much would be invested.

The JV, which has been supplying alcohol in the UAE for almost 20 years, said it has secured all the necessary permits, with the building expected to be completed in 2027.

The brewery will produce brands including the company's namesake Heineken, as well as Kingfisher, Amstel and Birra Moretti.

Local production will provide greater flexibility to cater to local market demands and reduce sea freight, Sirocco General Manager Georgios Polymenakos said.

Sirocco didn't provide specific comments regarding the impact of local production on regional prices or its pricing strategy.

The emirate's Shariah-based rules on alcohol, forbidden in Islam, have eased in recent years. The government has significantly reduced taxes, alcohol is no longer confined to international hotels, Muslims can buy from liquor stores, and it is no longer a criminal offense to drink without a license.

In 2023, more than 17.1 million tourists visited Dubai, with nearly 20% arriving from Western Europe, 18% from South Asia and 13% from Eastern Europe, according emirate's tourism department.

Write to Michael Susin at michael.susin@wsj.com

(END) Dow Jones Newswires

November 28, 2024 10:54 ET (15:54 GMT)

Copyright (c) 2024 Dow Jones & Company, Inc.

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