Whisky in the UAE

Whilst the UAE is often associated with luxury spending, this represents only a small portion when looking at spirits consumption. In reality, around eight in 10 bottles of whisky consumed in the UAE sit in the standard and value segments.⁽¹⁾

A review of our portfolio showed that VAT 69, Black & White and JεB were priced in the same bracket as Johnnie Walker Red Label, a leader in the standard segment.⁽¹⁾

Further down the price ladder, however, significant volume was being captured by entry-level secondary Scotch and Indian whisky brands.

Consumer insights show us that even across all price segments, shoppers are looking to premiumise. Premiumisation is not defined by a universal price point; it is relative to each consumer’s income, shopping basket and perception of value.

This was especially relevant in the UAE, where many standard and value whisky consumers originate from India. In India, brands such as VAT 69 and Black & White already have strong aspirational appeal.⁽¹⁾ The issue was not brand relevance, but affordability and availability.

We therefore repriced the brands and improved distribution in the right outlets. Once these barriers were addressed, demand accelerated quickly. In just 20 days, VAT 69 sold the same volume it had delivered over the previous year at the old price. Market share gains began to appear within three months.

The initiative started in the UAE, the largest opportunity in MENA, and is now being rolled out selectively across the region.

⁽¹⁾IWSR, 2025