Leading Beers

Sirocco is a sister company to MMI and is a joint venture between Emirates and Heineken NV; which manages the sales and marketing activities of a range of premium global beverages in the GCC.

It handles more than 40 brands including Heineken®, Kingfisher®, Amstel®, Birra Moretti®, Strongbow®, Tiger®, Sol®, Brewdog, Estrella, Thatcher’s, Kirin, Paulaner and Hofbrau for diversified consumer and customer groups.

Sirocco is the leading operator in the UAE, as well as Oman, Bahrain and Qatar.

The company, which was founded in 2004, is dedicated to bringing choice and quality to the hospitality industry through innovation and exciting activations in hotels and restaurants, as well as world class music and sporting events.

Sirocco clients benefit from consumer activations with the use of global brand properties like the UEFA Champions League, UEFA Europa League, Formula 1, DJ Martin Garrix, James Bond, and the Emirates Airline Dubai Sevens.

To ensure consumers receive a high standard of service, Sirocco trains and offers incentives to staff through programs such as the Perfect Serve and Beer Trainings which run across more than 500 outlets and stores in the region.

Responsibility is at the heart of Sirocco’s values – while respecting the culture of the region, it aims to encourage sensible consumption among its growing consumer bases. Enjoy Responsibly and When You Drive Never Drink are core campaigns activated regionally.


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