The Federation of UAE is an Arab country that tolerates the import and marketing of alcohol in a very strict manner. We place ourselves in a Muslim country in the vicinity of the Kingdom of Saudi Arabia, Iraq, in order to study it. We all know the position of Islam vis-a-vis alcohol. In addition, imports are subjected to many rules. These parameters put the alcohol market in a difficult and complex situation.
Wishing to penetrate this market, despite these constraints, this thesis aims to analyze the possibilities (or not) available in the sector of beers, wines and spirits in the UAE in a complex context. To what extent can the import and marketing of wines and spirits in Dubai evolve? The federation of the UAE is a Muslim land, which, in a very strict regulatory framework (which varies according to the Emirates), tolerates the importation and marketing of alcohol. The production, however, is prohibited. Indeed, the alcohol market in Muslim countries is closely linked to Islamic law and the control of local authorities.
Thus, by a country or emirate, the consumption of alcohol may be free, controlled or prohibited. 90% of the UAE market for alcohol is in the emirates of Dubai and Abu Dhabi. In the emirate of Dubai for example, only two operators, 'African & Eastern (A & E)' and 'Maritime Mercantile International (MMI)', hold the license that allows them to import alcohol. In Abu Dhabi there are four: MMI, African & Eastern, Abu Dhabi National Hotels Co, and Spinney's. Regarding the other emirates, there are several other operators who work mainly in the market for export.
The city of Dubai was created in the late eighteenth century. The first mention of the city of Dubai dates back to 1799. Then a pearl fishing community who settled on the site of the present town, founded in 1833. However, archaeological research indicates the presence of temporary fishing communities on the shores of the Gulf 7500 years ago.
Between the late sixteenth century and the eighteenth century, the Portuguese (the first European power to be interested in the region), the British, French and Dutch covet the area and the route of the East.
Formerly part of the Trucial States (the name in 1853 marked the end of an era of unrest produced by attempts to take the city, another by pirates.) Dubai saw the arrival in the late nineteenth century, the British presence. This unofficial protectorate (from 1892 to 1971) drove the Ottoman influence in the region and the city becomes emirate in 1971 during the creation of the UAE.
The area of the current UAE (United Arab Emirates) had been for a long time an important phenomenon of acculturation evident. Indeed, the local population needs, as a first step of the technique (knowledge) west to develop its resources. Now it is the financial resources are necessary: foreign capital (mostly Iranian and Saudi though).
Thus, Dubai, territory mixes with local (small proportion) a high expatriate population, involves a high tolerance vis-a-vis the "other" is the coexistence of many cultures and religions to work and conduct business seamlessly. Each population has an interest, despite the differences thus adapts to the territory and its specificities.
Mike Davis, American scientist, in his article Dubai, between fear and opulence explains that, contrary to popular belief, "the wealth of the emirate is based on financial accumulation, real estate speculation and money" (and not on the exploitation of oil). Indeed, the author emphasizes that every people - whether American or Islamic fundamentalist, is characterized by strong financial interests, which guarantee a level of assurance against any terrorist threat or other.
Tags: United Arab Emirates; Dubai; wine and spirits; import and marketing of wine and spirits in Dubai
[...] Finally, we will examine the procedures and regulations related to the import of wines and spirits. I Dubai, Emirate of UAE 1. Introduction Summary of socio-historical situation. The town of Dubai was established in the late eighteenth century; the first mention of the city of Dubai dates back to 1799.It was then that a pearl fishing community settled at the very place that the city is at present. It was founded in 1833. However, archaeological research testifies to the presence of temporary fishing communities on the shores of the Gulf 7,500 years ago. [...]
[...] There are 6 airports in the UAE that are served by hundreds of international airlines and more than 23 million passengers have passed through in 2004. Dubai Airport is by far the busiest with 16 million passengers (many travelers in transit to Asia, etc.) against 4,000,000 in Abu Dhabi which also has a duty-free shop deemed around the world to be one of the most profitable. Its turnover exceeded 300 million in 2002. Those that are the best selling products are the ones that already enjoy a good international reputation. [...]
[...] This is now a threat when we compare ours with the Italian wines and those of the New World. Their labels highlight a marketing support and know how to attract customers, especially in the intermediate and cheap ranges. Indeed, vintners in the southern hemisphere, practice marketing practice at all levels. Firstly, in terms of packaging, often French wines, especially the Bordeaux wines are characterized by a label with austere colors and a very simple and classic bottle. These parameters are of course, independent of the quality. [...]
[...] The commercial approach As with any other market penetration, an effective way to pique interest is by sending a sending sample. This move is advisable only within a certain context. In fact, only importing companies are allowed to receive alcohol and not any individual (even if it is the Director of a hotel) and the samples must be sent in the name of the importing company and not to the purchasing manager. If this rule is not followed, the package is liable to be destroyed. The package must, therefore, be marked "no commercial value". [...]
[...] UAE has strict regulations, and payment delays come with severe punishments (jail terms) The distribution Retail sale of alcoholic beverages. (Source: Data provided by importers) 3 Pricing Policies and advertising It is forbidden to use advertising strategies for alcohol except in places where it is being sold (shops, restaurants, bars, nightclubs and duty free shops). More restaurants and hotel restaurants are willing to promote new alcohol products or brands including wine, by organizing special tasting sessions their customers. These events often include the producer who has to present his range of products. [...]
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