Heineken Brews in Dubai

Heineken is making a bold move into the Gulf’s alcohol market by establishing a brewery in Dubai, marking a historic shift in a region known for its strict regulations on alcohol sales and consumption. This project, led by Sirocco—a joint venture with Maritime and Mercantile International (MMI)—will result in the region's largest brewery, capable of producing Heineken, Amstel, Kingfisher, and Birra Moretti. Construction begins in late 2025, with completion expected in 2027, expanding Sirocco’s workforce from 60 to 190 employees.

Sirocco views this as a pivotal step in its 20-year journey, cementing its role as the UAE’s leading beer supplier for the thriving tourism and hospitality sectors. The investment aligns with Dubai’s D33 strategy to position the city among the world’s top three destinations for living, working, and investing by 2033. According to Georgios Polymenakos, Sirocco’s General Manager, local production will address the rising demand from the city’s 17 million annual visitors, ensuring fresher beer and greater market flexibility while maintaining international standards. The brewery will also focus on sustainability, significantly cutting carbon emissions by reducing maritime transport. This aligns with Dubai’s broader push toward environmental responsibility alongside economic diversification. Dubai has gradually eased its alcohol regulations, eliminating a 30% sales tax and licensing fees for residents in 2023, though restrictions remain for Muslim consumers.

MMI, a global distribution leader, operates across 40 countries, including Africa, Europe, and Southeast Asia, with annual revenues exceeding $1 billion and a workforce of 3,500. This joint venture marks a significant milestone for both Heineken and Dubai, reshaping the region's beverage landscape and supporting its growing international prominence.