Saudi Arabia has historically enforced a strict ban on alcohol sales since 1952, only allowing it in private parties, diplomatic missions, and black markets. Recent policy shifts have allowed select foreign residents to purchase alcohol, marking a significant and controversial change in the conservative nation's stance on liquor. This new development comes amidst broader reforms aimed at liberalizing the Kingdom's image and encouraging tourism and expatriate investment.

The secret liquor store, located in Riyadh's diplomatic quarter, operates under tight security measures and exists without any signage or official acknowledgment to maintain discretion. Customers are required to place their mobile phones in sealed bags before entering, ensuring no photographs or videos are captured. The entrance procedures involve a two-tier security check process, highlighting the sensitivity surrounding alcohol consumption in Saudi society, where normative cultural values remain conservative.

Inside, the store resembles an ordinary supermarket, but purchases are meticulously recorded, and customers face individual monthly quotas. This shift not only reflects changing attitudes toward alcohol but also raises questions about the broader implications of social norms in Saudi Arabia, indicating the government’s intent to balance modernization with its traditional values.