Sirocco to boost Dubai’s nightlife, bars, tourism with first major commercial brewery

UAE – Sirocco, a joint venture between Maritime Mercantile International (MMI) and Heineken is set to significantly enhance the UAE’s bars, nightlife and tourism scene with the development of the first commercial brewery in the country.

Construction of the new Heineken brewery in Dubai is set to begin in 2025, with operations expected to start by early 2027.

The establishment of a local brewery could potentially lead to regulatory changes in off-trade alcohol retail, where MMI currently operates 21 stores across the Emirates.

It also aligns with Dubai’s strategic efforts to diversify its economy away from oil, focusing instead on tourism and international business.

Alcohol access is considered crucial to attracting tourists, many of whom expect it as part of their experience, while also boosting revenue from the tourism and alcohol sectors.

The brewery will directly support Dubai’s vibrant bar and restaurant scene, which has benefited from relaxed alcohol restrictions in recent years.

These changes are part of a broader trend across the UAE, with Abu Dhabi also easing rules and even hosting at least one bar serving locally brewed beer.

Heineken’s entry into Dubai’s brewing market reflects this evolving regulatory environment and signals a strategic alignment with the growing demand for locally produced beverages. This move could reduce reliance on imports while offering tourists unique, locally made options.

The project comes amid Dubai’s push to solidify its status as a global hub for tourism, entertainment, and lifestyle.

In April 2024, the city announced a US$34 million investment in expanding its airport—the world’s largest—creating job opportunities, including roles in the beverage industry.

With 17 million visitors in 2023, drawn to its luxury hotels, beaches, and iconic landmarks like the Burj Khalifa, Dubai has become a prime destination for tourists from beer-centric cultures such as Europe, India, and Russia.

By adding a major brewery, Dubai aims to enhance its offerings, strengthen its position as a top global destination, and reinforce its reputation for delivering unique and innovative experiences.

This initiative not only caters to the preferences of its diverse visitors but also underpins the emirate’s commitment to sustainable growth and economic diversification.

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