Saudi Arabia is experiencing a surge in non-alcoholic (NA) beverage consumption, driven by evolving social norms, luxury tourism, and a unique local environment. What was once a fringe trend is now a mainstream force, with annual growth of 15% since 2019 – accounting for 78% of the NA market in the Middle East as of 2024. This isn’t just about abstaining from alcohol; it’s about redefining social experiences in a conservative yet rapidly modernizing nation.
From Illegality to Luxury: A Recent Transformation
Just a few years ago, the landscape for NA drinks in Saudi Arabia was dramatically different. Industry professionals like Nick Crutchfield, formerly with Lyre’s non-alcoholic spirits, describe navigating a “weird, fine line between ‘harem’ and ‘halal’” in 2022. Early adoption required overcoming legal and moral hurdles while educating local hospitality staff about unfamiliar flavors and the concept of cocktail culture itself.
The absence of traditional bars didn’t hinder progress; instead, the thriving coffee and cafe scene – open late into the night due to the desert heat – provided a natural entry point. NA espresso martinis and lighter options like spritzes quickly gained traction, particularly within luxury hotels catering to both international tourists and domestic consumers.
High-End Hospitality Leads the Way
Today, upscale hotels are spearheading the NA movement. Properties like Nujuma, a Ritz-Carlton Reserve, feature dedicated NA cocktail bars with elevated service and bespoke creations – priced around $25 per drink. The St. Regis Riyadh offers non-alcoholic Champagne sabering rituals using booze-free Prosecco, and even its signature Bloody Mary has been adapted into a “Regal Mary” with local spices and an elaborate garnish.
Tonic Bar at the Four Seasons Riyadh at Kingdom Centre further exemplifies this trend, providing mocktails and zero-proof gin and tonic variations. These venues aren’t just catering to international guests seeking wellness-focused vacations; they are also enabling Saudi families to enjoy social gatherings within cultural norms.
Future Growth and Potential Shifts
The future looks promising, with continued growth projected at 10% annually through 2029. The Red Sea Project alone will introduce numerous luxury hotel brands, further fueling the trend. Beyond hotels, establishments like A12 Cafe in Riyadh – styled as a non-alcoholic pub – demonstrate broader adoption among local consumers.
Recent government moves, including the opening of liquor stores for non-Muslim diplomats, raise questions about the possibility of broader legalization of alcoholic beverages. While some officials see potential revenue in capturing tourism spending currently diverted to neighboring countries, others remain opposed to such changes.
“Most people agree that they don’t want alcohol in the country,” says Ohoud Mosuily, Nujuma’s culture and heritage experience manager. “But as tourism grows, there is chatter among that side of the fence.”
Regardless, the evolution of non-alcoholic cocktails in Saudi Arabia is already reshaping the nation’s social landscape. From traditional “Saudi champagne” (sparkling apple juice with fruit) to innovative mocktail programs in luxury resorts, the demand for elevated, alcohol-free experiences is undeniable.
