An unnamed Saudi official denied a wine industry report claiming the Kingdom would lift its 73-year-old alcohol sales ban, according to Western media reports on May 26. 

A report, which appeared on a wine blog last week and was subsequently picked up by international media, claimed Saudi authorities planned to allow alcohol sales in tourist settings as the country prepares to host the 2034 FIFA World Cup, Associated Press reported.

The reports did not provide sources for the information; however, several industry professionals have long suspected that an earlier limited easing of restrictions may be part of a broader relaxation of rules to attract high-value Western tourists to resorts, including the Red Sea resorts and upcoming NEOM projects in the Tabuk region.

While alcoholic drinks remain mostly prohibited, foreigners can purchase alcohol on the black market, delivered to their doors, according to reports from expatriate residents. Foreigners also fly and drive across the border to Bahrain to drink and relax, with strict checks on cars by Saudi authorities on those returning. 

The alcohol reports sparked a global online debate in the Kingdom, whose king holds the title of Custodian of the Two Holy Mosques – Islam's most revered places in Mecca and Medina. The report also comes a week ahead of the annual Hajj, which is seen as the duty which all Muslims must perform once in their life if they are financially capable. 

Crown Prince Mohammed bin Salman (MbS) has pushed a series of reforms, including ending the prohibition on women driving in 2017, easing some rules on sex segregation in public spaces and allowing women into the workplace to boost economic output. 

A minor move allowing alcoholic drinks to be consumed in the Kingdom was the opening of the first alcohol store in Riyadh in 2024, serving exclusively non-Muslim diplomats. The store in Riyadh's Diplomatic Quarter – a locale predominantly occupied by embassies and diplomats – operates under stringent regulations.

Prospective customers must undergo a registration process via a mobile application, followed by obtaining a clearance code from the foreign ministry.

According to the document, access to the store will be "strictly restricted" to non-Muslim individuals. How that will be policed remains to be clarified by the state.

Saudi Arabia is home to 16.41mn expatriates, predominantly Muslim workers from the Indian sub-continent, Africa and Egypt; however, more than 120,000 are believed to be from Western countries.