Crown Prince Mohammed bin Salman has gradually utilized soft power to pave the way for the sale and consumption of alcohol in Saudi Arabia, challenging the sanctity of the Land of the Two Holy Mosques as part of his vision for the Kingdom.
Over the past few years, numerous signs have emerged indicating a progressive shift in alcohol laws in Saudi Arabia. From official statements to controversial decisions, these developments highlight a transformation that cannot be overlooked. Here are the details:
Initial Promises
A Historical Evening
In April 2018, Mohammed bin Salman hosted several celebrities at Rupert Murdoch’s home, including Dwayne “The Rock” Johnson, who later expressed his excitement over what he described as a “historic night.”
Unanswered Questions
In an interview with The Atlantic, journalist Graeme Wood recounted asking Mohammed bin Salman whether alcohol sales would soon be allowed in the Kingdom. The Crown Prince refused to answer, marking it as the only political question he avoided.
Later, Wood revealed that the Saudi government provided a revised transcript to Al-Arabiya, omitting the section on alcohol. He interpreted this omission as an indication that such a change might indeed be possible.
Evolving Public Discourse
In early 2022, Abdullah Al-Mudayfer hosted Saad Al-Sowayan, who discussed purchasing alcohol abroad, referring to it as “little bottles” and bars as “entertainment shops.” Days later, Abdullah Bin Bakhit wrote a column in Okaz titled “Saad Al-Sowayan and the Little Bottles of Entertainment.”
Bin Bakhit argued that the alcohol issue is “trivial to most people and even within Islamic civilization.” He stressed the importance of addressing the matter boldly in Saudi media and questioned whether banning alcohol had ever truly stopped its consumption.
Public Opinion and Speculation
In November 2019, The Telegraph speculated that Saudi Arabia might replicate Dubai’s model of allowing alcohol for foreign visitors to support its burgeoning tourism sector. The report argued that building a thriving tourism industry might eventually necessitate relaxing alcohol restrictions.
Alcohol in NEOM
In September 2022, The Wall Street Journal reported that the Saudi government was planning to introduce wine, cocktails, and champagne in NEOM, specifically on the recently opened Sindalah Island.
Changing the Narrative
Despite Mohammed bin Salman’s 2017 statement that foreigners seeking alcohol could visit Egypt or Jordan, Reuters announced in January this year that Saudi Arabia had opened its first alcohol store in the Diplomatic Quarter of Riyadh, marking a historic move after more than 70 years of prohibition.
Alcohol-Free Bars and the “Mocktail” Phenomenon
In February 2023, The Economist discussed the arrival of “bar culture” in Saudi Arabia, albeit “without alcohol.” Mocktails, prepared by mixologists just like in Western bars, have gained popularity as a transitional step.
In June 2023, The Telegraph confirmed that Saudi Arabia is undergoing a gradual shift toward permitting alcohol sales, noting that luxury hotels are now equipped with bars serving “alcohol-free beer and spirits” to ease the transition toward legalizing alcohol.
Saudi Airlines’ Subtle Move
Last year, the government-owned Saudi Airlines began offering mocktails crafted by the Italian company C’BELLISSIMO, which operates two product lines: one for alcoholic beverages and one for non-alcoholic. Both lines share the same branding, hinting at a gradual normalization.
Nightlife Transformations
In May 2023, The Times published a report titled “Saudi Arabia’s First Nightclub,” discussing the Riyadh-based nightclub Beast House. While it officially serves only non-alcoholic mocktails, the venue is reportedly known for frequently smuggling alcohol to private parties.
Similarly, Billboard reported on the MDL Beast music festival, where staff allegedly sourced alcohol from Bahrain. According to insiders, “everyone backstage was drunk.”
A Quiet Availability
To cater to foreign businessmen, the Saudi regime has unofficially made alcohol available in private compounds, exclusive events, and hidden bars.
In November 2023, The New York Times revealed that Saudi Arabia had discreetly relaxed its alcohol ban to accommodate its guests, providing an “abundance of solutions” to ensure visitors could enjoy drinking.
The report confirmed that alcohol is “readily available” in private family compounds tied to prominent local families and government-connected investors. Additionally, after-hours parties often feature secret entrances to bars serving whiskey and other drinks.
A Strategic Transformation
Saudi Arabia’s gradual easing of its alcohol ban under Mohammed bin Salman represents a calculated shift toward aligning with global standards and meeting the demands of foreign investors and tourists. The move signifies a broader transformation as the Kingdom redefines its identity and societal norms to attract international interest.
