Saudi Arabia has quietly opened its doors to alcohol sales for wealthy foreign residents after a 73-year ban, marking a significant shift in the kingdom's social policies. Located in Riyadh's Diplomatic Quarter, the discreet store began serving non-Muslim diplomats in January 2024 and has now expanded to include affluent expatriates holding Premium Residency permits or earning a monthly income of at least 50,000 riyals.
To qualify, individuals must meet specific financial criteria, and purchases are regulated through a points-based quota system. Prices are notably higher than in Western markets, with a bottle of Johnny Walker Black Label whisky costing around $124. Despite this, expatriates seem willing to pay the premium, especially considering the black market prices are even steeper.
The move is part of Crown Prince Mohammed bin Salman's broader efforts to modernize the economy, diversify international relationships, and attract foreign investment. Saudi Arabia has been investing heavily in tourism, entertainment, and global sporting events, aiming to double tourism's contribution to GDP by 2030.
This policy change signals a growing openness in Saudi Arabia, potentially reshaping the travel experience for visitors. Plans are underway to open more stores in Jeddah and Dhahran, catering to non-Muslim residents and diplomats.
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