# How to Market a Beverage Brand in the UAE

> How to market a drinks brand in the UAE: positioning, the sugar-based excise tax, packaging, photography, cafés, retail, creators and trade shows.

Source: https://foodonfocus.com/blog/how-to-market-a-beverage-brand-in-the-uae/

# How to market a beverage brand in the UAE
By Shashank Ashok, Co-Founder, Food On Focus Media. Published 13 November 2026.

**The short answer:** a drinks brand in the UAE has to win in three places: on the shelf or marketplace, in the cafés and restaurants that serve it, and on social media. Start with clear positioning and a pack that explains it, check how the sugar-based excise tax affects your recipe and price, then build content for each place. This guide covers non-alcoholic drinks.
**Key points**
- Since 1 January 2026, UAE excise tax on sweetened drinks is based on sugar content per 100ml.
- Your pack and your product photo do most of the selling.
- Cafés and restaurants are a route to trial, not only a sales channel.
- Recipe and serve content is saved and shared more than product adverts.
- Gulfood runs from 15 to 19 March 2027 in Dubai.

## Step 1: Decide where you fit
| Position | What you lead with | Typical buyer |
|---|---|---|
| Better for you | Low or no sugar, natural ingredients, added function | Health-conscious adults |
| Barista and foodservice | Performance in coffee and consistency | Cafés, restaurants and hotels |
| Premium and gifting | Design, origin and occasion | Gift buyers and premium retailers |
| Everyday value | Taste, size and price | Families and convenience shoppers |
| Local and regional taste | Flavours such as saffron, rose, cardamom, dates and karak | Residents looking for something familiar |

## Step 2: Understand the sugar tax before you price
The UAE changed how it taxes sweetened drinks on 1 January 2026. According to the [Federal Tax Authority](https://tax.gov.ae/en/media.centre/news/federal.tax.authority.underscores.requirement.to.submit.approved.conformity.certificates.to.avoid.classification.of.the.product.as.highsugar.sweetened.drink.aspx), excise tax is now calculated per litre according to the total sugar and sweetener content per 100ml, replacing the earlier flat rate.
| Category | Sugar and sweeteners per 100ml |
|---|---|
| High sugar | 8g or more |
| Moderate sugar | 5g to less than 8g |
| Low sugar | Less than 5g |
| Artificially sweetened only | Contains only artificial sweeteners |
The same announcement says a drink without an approved Emirates Conformity Certificate will be classified in the high sugar category, that carbonated drinks are no longer a separate excise category, and that energy drinks remain taxed under the previous method. The rate for each tier is set out by the Federal Tax Authority. This is a summary, not tax advice: confirm your product’s position with the authority or a tax adviser.
For marketing, the point is simple. Sugar content now affects price as well as positioning, which makes lower-sugar recipes and clear sugar messaging more valuable.

## Step 3: Make the pack do its job
- Say what it is and why it is different in a few words on the front.
- Use a colour system across flavours so the range is easy to shop.
- Check labelling and product registration requirements with the relevant authorities or your distributor before you print.
- Design multipacks and gift packs for Ramadan and year-end.
See [branding and design](https://foodonfocus.com/branding-design/).

## Step 4: Photograph and film the drink properly
| Content | Purpose | Where it is used |
|---|---|---|
| Pack shot on a clean background | Shows the product clearly | Retailer listings, marketplaces, sales decks |
| Pour and serve shot | Makes it look cold, fresh and appealing | Social media, adverts, website |
| Recipe or serve video | Shows how to use it | Reels, TikTok, in-store screens |
| Lifestyle image | Shows the occasion | Website, campaigns |
| Range shot | Shows all flavours together | Trade and retail presentations |
Drinks are difficult to shoot: ice melts, foam drops and glass reflects. See [beverage and drink photography](https://foodonfocus.com/beverage-drink-photography-dubai/).

## Step 5: Use cafés and restaurants to win trial
People try a new drink more readily when a barista or chef serves it. For Alpro UAE, we ran a 2025 summer campaign that activated the brand in cafés across Dubai, with influencers, in-store promotions, a designed tricycle drink truck and UGC-style content. Read the [Alpro case study](https://foodonfocus.com/blog/alpro-uae-social-media-content-case-study-summer-campaign-2025/).
- Develop two or three signature serves venues can make quickly.
- Give venues recipe cards, menu inserts and photos they can post.
- Feature the venues on your own channels and ask them to tag you.

## Step 6: Win in retail and online
- **Supermarkets:** shelf position, promotional visuals and sampling.
- **Quick-commerce and marketplaces:** listing images that read at thumbnail size. See [marketplace listing photography](https://foodonfocus.com/marketplace-listing-photography-uae/).
- **Your own site:** the brand story, recipes and subscriptions where they suit the product.

## Step 7: Build a social and creator plan
- Recipes and serves, shown simply.
- Seasonal content: iced through the long summer, warm and spiced for winter and Ramadan evenings.
- Creators who match your buyer, with usage rights agreed. See [influencer marketing](https://foodonfocus.com/restaurant-influencer-marketing-dubai/).
- Claims about health or nutrition that are accurate and supportable.

## Step 8: Plan for trade shows
| Event | Dates | Venue |
|---|---|---|
| [World of Coffee Dubai 2027](https://dubai.worldofcoffee.org/) | 26 to 28 January 2027 | Dubai World Trade Centre |
| [Gulfood 2027](https://www.gulfood.com/) | 15 to 19 March 2027 | Dubai World Trade Centre and Dubai Exhibition Centre |
Shoot product photography, a short brand film and stand visuals four to eight weeks ahead. See the full [2027 F&B events calendar](https://foodonfocus.com/blog/food-and-beverage-events-dubai-2027/).

## How big is the market?
Published estimates differ widely, so treat them as rough guides. Nexdigm values the UAE non-alcoholic beverages market at [USD 4.82 billion in 2025](https://www.nexdigm.com/market-research/report-store/uae-non-alcoholic-beverages-market/). For bottled water alone, Mordor Intelligence gives [USD 3.81 billion in 2025](https://www.mordorintelligence.com/industry-reports/uae-bottled-water-market) while IMARC Group gives [USD 1.61 billion](https://www.imarcgroup.com/uae-bottled-water-market). All are research firm estimates using different methods.

## Common mistakes
- **Launching without checking tax and labelling.**
- **A pack that does not say what the drink is.**
- **Only pack shots.** People need to see the drink being enjoyed.
- **Ignoring cafés and restaurants.**
- **No plan for the summer or Ramadan.**

## When to bring in an agency
It is worth getting help for a launch, a redesign, a seasonal campaign or a trade show. Food On Focus Media is a Dubai agency that works only with food and beverage brands. See our [beverage marketing](https://foodonfocus.com/beverage-marketing-agency-dubai/) service, or [get in touch](https://foodonfocus.com/contact/).

## Frequently asked questions

### How do I market a beverage brand in the UAE?
Decide your positioning, check how the sugar-based excise tax affects your recipe and price, design a pack that explains the product, produce pack shots and serve content, use cafés and restaurants to win trial, and plan social, creator and trade show activity around the seasons.

### How are sweetened drinks taxed in the UAE?
Since 1 January 2026, excise tax on sweetened drinks is calculated per litre according to total sugar and sweetener content per 100ml, in tiers. The Federal Tax Authority publishes the details. Confirm your product's position with the authority or a tax adviser.

### When is Gulfood 2027?
Gulfood 2027 runs from 15 to 19 March 2027 at Dubai World Trade Centre and Dubai Exhibition Centre, according to the official site.

### What content does a drinks brand need?
Clean pack shots, pour and serve photography, short recipe videos, lifestyle images, and listing images sized for retailers and marketplaces.

### Should a new drinks brand work with cafés?
Yes. People try a new drink more readily when a barista or chef serves it, and venues give you content and credibility.

### Do I need Arabic labelling for drinks in the UAE?
Labelling and registration rules apply to drinks sold in the UAE. Confirm the current requirements with the relevant authorities or your distributor before printing packaging.

## Sources
- [Federal Tax Authority: excise tax on sweetened drinks (29 December 2025)](https://tax.gov.ae/en/media.centre/news/federal.tax.authority.underscores.requirement.to.submit.approved.conformity.certificates.to.avoid.classification.of.the.product.as.highsugar.sweetened.drink.aspx)
- [Gulfood official site](https://www.gulfood.com/)
- [World of Coffee Dubai official site](https://dubai.worldofcoffee.org/)
- [Nexdigm: UAE non-alcoholic beverages market](https://www.nexdigm.com/market-research/report-store/uae-non-alcoholic-beverages-market/)
- [Mordor Intelligence: UAE bottled water market](https://www.mordorintelligence.com/industry-reports/uae-bottled-water-market)
- [IMARC Group: UAE bottled water market](https://www.imarcgroup.com/uae-bottled-water-market)