2025 marked a major milestone for Drink Dry Store as we proudly participated in Taste of Abu Dhabi for the very first time. It was our biggest scale yet. This debut was more than just an event appearance; it was the official launch of our new branding, our first major activation in Abu Dhabi, and a powerful statement of how far the non-alcoholic movement has come in the UAE.
Our range was showcased across two exclusive Drink Dry bars, plus the general bars throughout the entire venue. This event marked a defining milestone for us and the category.
This wasn’t just participation.
This was leading the movement.
Two Exclusive Branded Bars Dedicated to Premium 0.0%
For the first time in Taste of Abu Dhabi history, guests enjoyed access to two fully branded Drink Dry bars serving an exclusively non-alcoholic menu:
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Main Drink Dry Bar: showcasing the best of our wines, sparkling, spirits, and beers.
- VIP Drink Dry Bar: offering a premium curated experience for high-profile guests and partners.
Beyond our own bars, our non-alcoholic favourites, like Corona Cero, Sangre de Toro 0.0%, Peroni Nastro Azzurro 0.0%, and Guinness 0.0% were also available across multiple general bars throughout the festival, giving thousands of visitors the chance to explore premium 0.0% options effortlessly.
This level of presence showed us how far we have come as a company, but also how popular the entire non-alcoholic category has become in the region.
World-Class Chefs Cooked with Our 0.0% Wines on the Live Stage
One of the proudest highlights of the festival was seeing Sangre de Toro Red 0.0% and Sangre de Toro White 0.0% used live on stage by globally renowned chefs during their iconic chef demonstrations.
Frédéric Casagrande
A leading figure in the UAE’s fine-dining scene, celebrated for his refined French technique and modern Mediterranean flair. With years of experience across Michelin-standard kitchens and luxury hospitality concepts in the region, he brings that passion to competitions like the World Food Championships. During his live demonstration at Taste of Abu Dhabi, he prepared a bold Smoking beards cowboy steak, using our Sangre de Toro White 0.0%, proving that premium non-alcoholic wine has a place in elevating fire-led meat dishes for a balanced, aromatic flavour.
Gino D’Acampo
One of the most influential Italian chefs in the world, with millions of fans across TV, publishing, and social media. Best known for his award-winning television career, bestselling cookbooks, and acclaimed restaurants, Gino brought global prestige to the live chef demonstrations. During the event, he created a Creamy risotto with leeks, asparagus and spicy king prawns, using our Sangre de Toro White 0.0%. He demonstrated that premium non-alcoholic wine is sought after in the highest levels of culinary excellence.
Jenny Morris
Renowned South African culinary icon, known as The Giggling Gourmet. Jenny is celebrated for her bold flavours, storytelling through food, and infectious energy. During her live demonstration at Taste of Abu Dhabi, Jenny prepared a Seared ribeye with Sangre de Toro mushroom sauce, using our Sangre de Toro Red 0.0%, showcasing how premium non-alcoholic red wine delivers richness, depth, and intensity in high-end savoury cooking.
Sangre de Toro 0.0% wines were used directly in live recipe demonstrations, highlighting that non-alcoholic beverages are not just an alternative, but culinary-grade ingredients trusted by the world’s top chefs.
Drink Dry Masterclasses & Full Category Tastings
We also hosted our own Drink Dry Masterclasses, where guests experienced:
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The history and range of products in premium non-alcoholic beverages
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Manufacturing and production processes
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Guided tastings across multiple categories, including:
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Still wines
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Sparkling wines
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Non-alcoholic spirits
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Premium 0.0% beers
The response was overwhelming.
Our sessions were so popular that we had to bring in additional seating to accommodate demand. It was a powerful sign of how curious, engaged, and excited consumers are about the future of celebrating in new ways.
A Defining Win for the Non-Alcoholic Movement in the UAE
Taste of Abu Dhabi clearly demonstrated the non-alcoholic category is no longer niche. It is demanded, yet aspirational. And it is here to stay.
After such an incredible debut in Abu Dhabi, we’re already looking ahead to Taste of Dubai 2026. And we’re coming back even bigger.
This is our welcome to the future of celebrating every day.
