Sirocco is a joint venture between Emirates and Heineken International which manages the sales and marketing of a range of premium global beverages in the Middle East.
It handles top brands such as Heineken, Amstel Light, Budweiser, Tiger, Carling and Sol, and - following Heineken’s acquisition of Scottish & Newcastle - Bulmers and Strongbow were added to the portfolio.
With a market share of 60% in Dubai, it 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 a range of innovative promotional strategies in hotels and restaurants, as well as at music and sporting events.
Its clients benefit through consumer activation such as the implementation of concepts such as Extra Cold and the use of global brand properties like the UEFA Champions League the Emirates Airline Dubai Rugby Sevens.
To ensure consumers receive a high standard of service, Sirocco trains and offers incentives to staff through programmes such as the Sirocco Quality Award, which runs in more than 200 leading hospitality outlets in the region.
Responsibility is at the heart of Sirocco’s business plan – while respecting the culture of the region it aims to increase the size of its market share and encourage sensible consumption among its growing consumer base.