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Beginning from 2026, Saudi Arabia is to see a major shift in their policy with the licensing of the sale and consumption of alcoholic beverages in several locations of the country as per the Vinetur report. However, in February, Saudi had announced that no alcohol will be allowed at the 2034 World Cup.
According to Wine Intelligence, this new move aims to allure tourists as the country prepares itself for hosting the 2030 World Expo and the 2034 FIFA World Cup.
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Wine Intelligence is a global wine market research and strategy consultancy that provides insights and data-driven guidance to wine producers, distributors, retailers, and trade bodies.
As per the report, Saudi would license the sale and consumption of alcohol in approximately 600 designated locations. In a completely controlled environment, the Saudi government would look after the sales of wine, beer, and cider. The licenses are being granted primarily to five-star hotels, distributors, luxury resorts along the Red Sea, the Sindalah Island project, Neom city developments, expatriate residential compounds, embassies, and selected international events, the report read.
Since 1952, the sale, consumption, and possession of alcohol have been banned in Saudi Arabia.
Preparations for this policy change are underway as part of Vision 2030, Crown Prince Mohammed bin Salman’s ambitious plan to diversify the Saudi economy beyond oil.
Saudi Arabia, focussing on tourism, has made large investments into new resorts, entertainment complexes, and cultural attractions designed to draw millions of visitors each year.
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The upcoming World Expo in Riyadh and the FIFA World Cup are expected to bring unprecedented numbers of tourists and participants from around the world.
Saudi Arabia opened its first alcohol store in January 2024, which is located in Riyadh’s Diplomatic Quarter.
