Carlsberg Beer and Tuborg Gold have been sold in the Gulf region for more than 50 years, initially exported separately by the Carlsberg and Tuborg Breweries. All sales are through local distributors with their own retail outlets or bars, hotels and restaurants.
In 2003, the Carlsberg Group established an office in Dubai, UAE to build closer relationships with our partners in the region and support the strong sales of the Carlsberg and Tuborg brands.
Sales of alcoholic products are restricted or forbidden in many Gulf markets, but where it is legal Carlsberg and Tuborg have been successful and at times even led the market. Today Carlsberg Beer can be found in most restaurants and bars in the region and the Carlsberg Group still holds a strong position. In some markets, our brands hold a combined market share of up to 25%.
The number of outlets where beer is sold or served is very limited. Qatar, for example, has only one liquor store and in the Kingdom of Saudi Arabia the sale of alcohol is totally banned. In most Gulf markets, a licence to buy beer from liquor shops has to be acquired from the local government and is only available to non-Muslims.
Annual consumption for the region (UAE, Oman, Bahrain and Qatar) is 6 litres per person.