Chad McGehee opened Side Hustle Brews and Spirits, an Abu Dhabi-branded brewery and distillery, in 2018. The company initially had to produce its hoppy India pale ale in the United States due to laws prohibiting alcohol production in the UAE. However, Abu Dhabi has since overhauled its laws to allow for micro and craft breweries, leading to the realization of McGehee’s dream of IPAs in Arabia. They were the first to open in the region, facing challenges in obtaining permits and navigating the regulatory process.
Abu Dhabi, often seen as more conservative than Dubai, has been reconsidering its alcohol policies in order to attract tourists and boost sales during the pandemic. In 2020, the licensing system for alcohol purchases was eliminated, allowing Muslims to drink if they chose to do so and decriminalizing alcohol possession for those without a license. Strict laws against drunken driving and public intoxication still remain, as Islam considers alcohol consumption forbidden. Despite this, alcohol sales have been a significant source of tax revenue and profit for the UAE.
Side Hustle imports almost all of its brewing equipment from the U.S. since there was no local equipment available in Abu Dhabi. The concept of opening a brewery in the UAE was reminiscent of starting fresh in the industry almost two decades ago for Mitchell Dougherty, the brewmaster. Craft, the brewpub associated with Side Hustle, offers a variety of beers catering to the diverse clientele in Abu Dhabi, including international customers from nearly 200 countries. The beer names often include playful references to life in the UAE, such as “Massage Card Ninja,” reflecting unique aspects of the culture.
The progress in alcohol policies in Abu Dhabi has been seen as a reflection of the country’s commitment to moving forward. While Sharjah continues to ban alcohol sales and consumption, Abu Dhabi’s changes mark a significant shift towards more relaxed regulations. The shift in policies contributes to the broader reconsideration of alcohol laws in the Islamic nation, aligning with efforts to attract tourists and stimulate economic growth. The elimination of licensing requirements for alcohol purchases has been a welcome change for many in Abu Dhabi, allowing for easier access to alcohol for residents and visitors.
The brewery and brewpub operated by Side Hustle in Abu Dhabi represent a successful venture in an untapped market. With plans to brew up to 100 different beers by the end of the year, Side Hustle aims to cater to the diverse tastes of international customers in Abu Dhabi. The brewery imports ingredients from various countries to create a wide range of beer options, accommodating the preferences of customers from different cultural backgrounds. The success of Side Hustle in Abu Dhabi reflects the evolving landscape of alcohol policies in the UAE and the growing market for craft breweries in the region.
