In 2018, Chad McGehee opened Side Hustle Brews and Spirits in Abu Dhabi, a brewery and distillery featuring funky camel-themed cans and playful names that resonate with residents of the United Arab Emirates. However, producing alcohol in the country was illegal at the time, so the company brewed its India pale ale in the United States and imported it to the UAE for sale. Nevertheless, things changed as Abu Dhabi revamped its laws to allow for micro and craft breweries to operate, reflecting the nation’s evolving alcohol policies to accommodate the growing tourism industry. McGehee’s dream of serving IPAs in Arabia became a reality, although they had to overcome various challenges as the first brewery to open in the region.
Abu Dhabi has often been seen as more conservative compared to the vibrant Dubai, which is known for its nightlife scene that attracts tourists and residents to its nightclubs, beach bars, and pubs. In the UAE, Sharjah strictly prohibits the sale and consumption of alcohol, aligning with the stance taken by neighboring countries like Saudi Arabia, Iran, and Kuwait. However, Abu Dhabi introduced changes in 2020, such as eliminating the licensing system for alcohol purchases to boost tourism during the pandemic. This decision allowed Muslims to drink if they chose to do so and decriminalized alcohol possession for individuals without a license, reflecting the country’s progressive approach to evolving its policies.
While Abu Dhabi still upholds a zero-tolerance policy towards drunk driving and public intoxication, alcohol sales contribute significantly to tax revenue and the economy of the UAE. Dubai Duty Free alone sold millions of cans of beer and bottles of liquor last year, catering to the demand from tourists and residents. Despite the existing market demand, McGehee faced challenges as there were no local resources available for setting up a brewery in the UAE, causing him to import equipment and materials primarily from the U.S. This situation presented a unique opportunity for Side Hustle to tap into an underserved market and offer a diverse range of craft beers to a multinational customer base.
Craft, the brew pub associated with Side Hustle, boasts a rotating selection of beers on tap, with plans to brew up to 100 varieties by the end of the year. The brews feature ingredients sourced from various countries, catering to the diverse palates of the international patrons in Abu Dhabi, who hail from nearly 200 nations. The beer names reflect elements of life in the UAE, with humorous nods to local customs and experiences. McGehee emphasized the importance of offering a wide range of beers to cater to the different preferences and definitions of craft beer held by customers from different cultural backgrounds in Abu Dhabi.
The inception of Side Hustle Brews and Spirits in Abu Dhabi represented a significant milestone in the region’s evolving alcohol industry, as the company navigated legal challenges to establish the first brewery and distillery in the country. The shift in policies towards alcohol production and consumption in Abu Dhabi reflects a broader trend of modernization and adaptation to cater to the needs of a diverse population and to boost the tourism sector. By embracing the craft beer culture and offering a unique drinking experience to residents and tourists, Side Hustle has carved out a niche in the local market and paved the way for future breweries to thrive in the UAE. With a commitment to quality and innovation, Side Hustle Brews and Spirits has successfully introduced a range of craft beers to the cosmopolitan audience in Abu Dhabi, catering to the international community and contributing to the vibrant social scene in the region.
