In a discreet, unmarked beige complex tucked away in the leafy Diplomatic Quarter of Riyadh, a 73-year-old taboo is quietly being dismantled.
Saudi Arabia, the cradle of Islam and home to its holiest sites, has begun allowing wealthy, non-Muslim foreign residents to legally purchase alcohol. The move, which follows a decades-long total ban enacted in 1952, represents one of the most sensitive social shifts yet under the ambitious reform agenda of Crown Prince Mohammed bin Salman.
The “Pay-to-Play” Policy
While the kingdom’s first liquor store opened in January 2024, it was initially restricted to non-Muslim diplomats. However, under new rules introduced without a formal public announcement at the end of 2025, the guest list has expanded to include “elite” expatriates.
To gain entry to the store, residents must meet high financial hurdles:
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Premium Residency: Holders of this elite permit—which can cost upwards of 100,000 riyals ($27,000) annually—are granted access.
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High Earners: Those without the permit must provide a company-issued salary certificate proving they earn at least 50,000 riyals ($13,300) per month.
A High-Security Shopping Experience
The experience inside the Riyadh outlet is far from a standard trip to the liquor store. Customers are met by security guards who verify their residency ID, which specifies both their religion and legal status.
To ensure the “experiment” remains discreet, the following measures are in place:
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No Phones: Mobile devices are sealed in tamper-proof bags before entry.
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Strict Privacy: The store has no external signage and does not appear on public maps.
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Premium Pricing: One British executive reported paying $124 for a bottle of Johnnie Walker Black Label. While significantly higher than Western prices, it remains cheaper than the kingdom’s illicit black market.
Balancing Act: Vision 2030 vs. Tradition
The relaxation of the ban is a cornerstone of Vision 2030, a plan to modernize the Saudi economy and reduce its dependence on oil. By easing social restrictions—including reopening cinemas, hosting music festivals, and allowing women to drive—the Crown Prince aims to transform Riyadh into a global business hub that can compete with regional neighbors like Dubai.
“I don’t mind paying the premium,” one European expatriate told reporters, noting the convenience of a legal, well-stocked outlet.
What Lies Ahead?
While tourists are currently barred from the store, many analysts believe this is a “test run.” With Saudi Arabia set to host Expo 2030 and the 2034 FIFA World Cup, the pressure to provide international standards of hospitality is mounting. Rumors are already swirling about plans to open additional outlets in Jeddah and the oil-rich hub of Dhahran by late 2026.
For now, the kingdom remains a land of “carefully controlled exceptions,” where the scent of change is visible only to those who can afford the entry fee.
