As was the case in Qatar a few months ago, the United Arab Emirates Trademark Office has begun accepting applications for registration in Class 33 of the Nice Classification, which covers wines, spirits, and other alcoholic beverages.
This development is particularly significant for the industry, as until now it was not possible to obtain direct trademark protection for this type of product in the country. Companies seeking to protect their trademarks in the United Arab Emirates typically resorted to registrations in other classes, primarily Class 32 or Class 43, but these alternatives did not specifically cover alcoholic beverages.
According to information provided by our local correspondents, applications in Class 33 can be filed starting in mid-September 2026. Subsequently, the relevant authorities have officially confirmed this possibility.
The opening of Class 33 makes it possible, for the first time, to directly protect trademarks for wines, spirits, and other alcoholic beverages, thereby removing a limitation that has long characterized the UAE’s trademark system.
This change warrants special attention from companies in the wine, beer, and spirits sectors that are already operating in the United Arab Emirates or that plan to conduct business in the region.
It may also be a good time to review existing brand portfolios and assess whether the registrations obtained in other classes provide sufficient protection or whether it would be advisable to supplement them with new applications in Class 33.
As is the case in any jurisdiction based on the first-to-file principle, the filing date will continue to be decisive for the acquisition of rights against subsequent applications by third parties. Therefore, rights holders with an interest in this market should promptly consider their protection strategy.
The decision appears to confirm a trend that has already been observed in other Gulf countries. In particular, in 2026, Qatar expanded the possibility of registering trademarks in all classes of the Nice Classification, including those corresponding to alcoholic beverages. Oman and Bahrain had already been allowing this for some time. Thus, everything points to a gradual standardization of trademark protection for these products in the GCC countries.
From a practical standpoint, this development will allow owners of trademarks for wines, spirits, and other alcoholic beverages to obtain specific protection in the United Arab Emirates for products that are actually marketed, thereby aligning their trademark strategy in that country with the one followed in other jurisdictions.
Companies that do not yet have protection in the United Arab Emirates may consider filing new applications in Class 33. Similarly, those owners who, given the previous lack of options, had resorted to registrations in other classes to attempt to extend protection to alcoholic beverages should review their portfolios and assess whether it would be advisable to complete that protection through new applications. This consideration does not apply to beer trademarks, which continue to fall under Class 32 according to the Nice Classification.
It should be noted, however, that this amendment applies only to trademark registration. The regulations in the United Arab Emirates governing the manufacture, import, distribution, advertising, or sale of alcoholic beverages remain subject to the restrictions and authorizations set forth in current legislation.
Consequently, the acceptance of applications in Class 33 does not constitute a liberalization of the alcoholic beverages market, but rather provides the opportunity to obtain specific trademark protection for these products. This change expands the range of protection tools available to trademark owners, but does not alter the regulatory framework governing the marketing of alcoholic beverages in the country.
Cristina Arroyo, Director of the International Brands Division at ELZABURU.