ABU DHABI, United Arab Emirates: In a landmark development, Chad McGehee opened Side Hustle Brews and Spirits, Abu Dhabi’s inaugural brewery and distillery, adorned with quirky camel motifs on its cans and playful names resonating with UAE residents.
Initially facing legal hurdles, as alcohol production was illegal in the country, McGehee’s company resorted to brewing its hoppy India pale ale in the United States and importing it to the UAE. However, recent legislative reforms in Abu Dhabi have paved the way for micro and craft breweries, aligning with a broader reassessment of alcohol policies in the Islamic nation, which is increasingly attracting tourists.
McGehee described the challenges of navigating the regulatory landscape: “The government had created a regulation around fermentation, but the steps of getting a permit, the steps of inspection, all of these things were not put on paper yet. So that had to be built out as we were going through this process.”
While traditionally perceived as more conservative than neighboring Dubai, Abu Dhabi has undertaken significant policy shifts since 2020, eliminating the licensing system for alcohol purchases and decriminalizing possession for those without a license. This move aims to boost sales and tourism, especially amid the challenges posed by the coronavirus pandemic.
However, the Emirates maintains a stringent stance on drunken driving and public intoxication, in accordance with Islamic principles that consider alcohol consumption as “haram,” or forbidden.
Despite cultural sensitivities, alcohol sales remain a vital revenue stream for the UAE, with Dubai Duty Free reporting significant sales figures for beer, liquor, and whiskey. For McGehee, establishing a brewery in Abu Dhabi opens doors to an untapped market.
With Craft, Side Hustle’s brew pub, boasting an impressive array of 14 beers on tap, the brewery aims to cater to diverse tastes, drawing inspiration from ingredients sourced globally. Mitchell Dougherty, Side Hustle’s brewmaster, expressed his excitement about the venture, likening it to a journey back in time to his brewing roots.
As the brewery continues to innovate with new brews, including those infused with international flavors, Abu Dhabi emerges as a promising hub for craft beer enthusiasts, reflecting the city’s cosmopolitan character and diverse population.
