The United Arab Emirates (UAE) has recently changed its policy in relation to the registration of trade marks covering alcoholic beverages. Since 14 September 2026, the UAE Trade Mark Office will accept trade mark applications in class 33 (which covers wine, spirits, liqueurs and alcoholic ciders) and class 32 for alcoholic beers. This is a significant development and provides stronger brand protection in the UAE for Australian businesses manufacturing or exporting alcoholic beverages, which previously had to rely on cross-class workarounds to secure some trade mark protection for their brands in the UAE. However, it is important to note that trade mark registration does not provide permission to import, distribute, advertise and sell alcoholic products in the UAE and it is still necessary to comply with appropriate regulatory and licensing requirements.
Is this policy change consistent with a regional trend?
This development by the UAE Ministry of Economy and Tourism appears to be part of a recent suite of changes designed to more closely align the UAE’s IP protection system with international systems and global standards, rather than reflecting a region trend towards providing trade mark protection for alcoholic beverages. Although Qatar also introduced class 33 registrations earlier this year and it is also possible to obtain trade mark registration for alcoholic beverages in Oman and Bahrain, registration for alcoholic products remains strictly prohibited in other Gulf Co-operation Council (GCC) countries such as Saudia Arabia and Kuwait. Despite this, the recent policy change in the UAE has significant implications for Australian alcohol brands[1] as the UAE is Australia’s largest trading and investment partner in the Middle East and provides opportunities for targeted growth [2].
Previous approach to trade mark protection for alcoholic brands in UAE
Prior to the UAE allowing trade mark registration for alcoholic beverages, brand owners had to adopt cross-class workaround strategies, such as obtaining protection for non-alcoholic beverages in class 32 and/or bar and restaurant services in class 43, to obtain indirect trade mark protection for alcoholic beverage brands. However, this approach did create risks associated with non-use cancellation and enforcement.
The extent to which these earlier rights, including indirect trade mark protection and/or use and reputation of alcoholic brands in the UAE, will be valuable in establishing prior rights to prevent registration of alcoholic brands by trade mark squatters in the UAE will become clearer with time.
Practical implications
Australian alcohol businesses that are currently exporting to the UAE or consider it to be an export market of interest should consider obtaining trade mark protection in class 33 for wines, spirits and other alcoholic beverages, except beer in class 33 and for alcoholic beers in class 32 to secure stronger, enforceable trade mark protection for their alcoholic beverage brands. Implementing a trade mark watch service for new class 33 and 32 filings in the UAE is also advisable, as the opening of direct registrations for alcoholic beverages in the UAE create both opportunities and risks for alcohol brand owners.
If you are an Australian manufacturer or exporter of alcoholic products and would like strategic advice or assistance in obtaining trade mark protection in the UAE for your alcohol brands, our experienced trade mark team at Madderns would be pleased to assist.
[1] Australian wine exports to the UAE were A$10 million in 2025-206 (https://www.wineaustralia.com/getmedia/9728b50a-e9ff-4360-8cb6-3f72e00cbdd9/MI-Export-Report-MAT-June-2026.pdf )
[2] The Australia – UAE Comprehensive Economic Partnership Agreement (CEPA) and the Agreement between Australia and The United Arab Emirates on the promotion and Protection of Investments (Investment Agreement), which entered into force on 1 October 2025, includes tariff restrictions for wine (https://www.austrade.gov.au/en/how-we-can-help-you/australian-exporters/free-trade-agreements/united-arab-emirates)
