Abu Dhabi’s First Brewery Opens as UAE Eases Alcohol Laws

ABU DHABI, May 17: In 2018, Chad McGehee embarked on an audacious entrepreneurial journey, founding Side Hustle Brews and Spirits, an Abu Dhabi-based brewery and distillery. Emblazoned with funky camel motifs on its cans and sporting whimsically named brews, Side Hustle quickly captured the imagination of locals and expatriates alike. However, the venture faced a significant hurdle – alcohol production was strictly prohibited in the United Arab Emirates. Undeterred, McGehee and his team devised a creative workaround, brewing their signature India pale ale in the United States and importing it for distribution in Abu Dhabi.

But change was on the horizon. Abu Dhabi, long perceived as more conservative than its neighboring emirate Dubai, began reevaluating its stance on alcohol in 2020. In a bid to bolster tourism and align with global trends, the emirate embarked on a comprehensive overhaul of its alcohol policies. The result? A groundbreaking shift that paved the way for micro and craft breweries to flourish in the region.

Yet, navigating the intricacies of this regulatory transformation proved to be a daunting task for McGehee and his colleagues. As pioneers in the nascent industry, they grappled with the challenges of obtaining permits and navigating the uncharted territory of regulatory compliance. Despite the hurdles, their persistence and determination ultimately paid off, culminating in the realization of McGehee’s vision – IPAs in Arabia.

“The government had created a regulation around fermentation, but the steps of getting a permit, the steps of inspection, all of these things were not put on paper yet. So that had to be built out as we were going through this process,” explained McGehee.

Abu Dhabi’s progressive stance on alcohol marked a significant departure from its conservative reputation. The emirate abolished its licensing system for alcohol purchases, streamlining access for consumers, and decriminalized alcohol possession, signaling a seismic shift in societal attitudes.

“I think progression in this country is par for the course, they’re always moving things forward,” remarked Nadeem Selbak, one of the partners at Craft, Side Hustle’s brew pub.

While Islam prohibits alcohol consumption, and the UAE maintains strict laws against drunken driving and public intoxication, alcohol sales remain a lucrative sector. Dubai Duty Free, a testament to this demand, recorded staggering sales figures for beer and liquor in the past year.

Nevertheless, establishing a brewery in the UAE posed formidable logistical challenges. McGehee found himself sourcing equipment and ingredients predominantly from the US, given the absence of local suppliers. Despite these obstacles, Abu Dhabi represented a virgin market ripe for exploration.

“The idea for me was like going back in time when I started almost 20 years ago,” reflected Mitchell Dougherty, Side Hustle’s brewmaster.

Craft, Side Hustle’s flagship brew pub, has emerged as a beacon of diversity, offering an eclectic array of brews tailored to the cosmopolitan tastes of Abu Dhabi’s multicultural populace. With quirky monikers like “Massage Card Ninja,” inspired by local idiosyncrasies, the brewery seeks to captivate the imaginations of patrons.

McGehee underscored the global flavor profile of their offerings, sourcing ingredients from diverse locales spanning the Czech Republic to Japan. “If you look at Abu Dhabi, you have people from almost 200 countries,” he noted. “They all have their own definition of what beer is, what craft beer is, or what lager is, or what IPA is, so we’re trying to cater to as many of them as possible.”

In essence, Abu Dhabi’s embrace of craft brewing symbolizes a broader cultural evolution, signaling the emirate’s transition towards modernity and openness. As a burgeoning hub for artisanal beer, Abu Dhabi beckons both locals and tourists alike, offering a taste of innovation amidst the sands of tradition.”