Tapping Arabia’s Other Liquid Gold: Lessons Learned

Arabia’s Other Liquid Gold

Coffee is a multi-billion dollar business in the Kingdom of Saudi Arabia but it’s more than just business. The humble bean, once some magic has been administered to it, becomes a symbol of hospitality, and the means by which happiness is obtained and shared. It’s the lubricant that keeps chatting mouths moving at midday or midnight.

KSA’s ‘branded coffee shop market’ grew by 18.5% in 2022. That’s a lot — it was 10% in the USA for the same period. At Klinical, we contributed to that statistic through a brand we created called Sipside. We started working on this project just as the Saudi government had announced Vision 2030 — an ambitious state-wide commercial and societal development project that aimed to help solidify the country’s position on the global stage. Sure, there’s the other liquid gold underground that could sustain them for a millennia but they want to win the hearts and minds of the average Joe and Joanne around the world. Our contribution of Sipside (among a plethora of other Saudi brands we’ve created) is one more solid brick in the foundations of KSA’s future.

So, rhetoric and posturing aside, what have I got to share with you? Well, it’s been a 3-year adventure into the Saudi coffee sector and here’s what I’ve picked up: