The Saudi Coffee Company, owned by the Public Investment Fund, has announced the opening of a second cafe and experience center for its brand "Gazin" in the Old Town of AlUla governorate. The opening is part of the company's strategy to boost the presence of Saudi coffee locally and globally, and marks the brand's first expansion outside the capital, Riyadh.

A Unique Experience in the Heart of AlUla

The cafe and experience center is located in the heart of AlUla's Old Town, one of the Kingdom's leading tourism and cultural destinations. The center offers visitors a comprehensive experience, from exploring the journey of growing and roasting Saudi coffee beans, to tasting expertly crafted "Gazin" coffee, amid the natural and historic scenery for which AlUla is famous.

Saudi Coffee and AlUla's Heritage

The project highlights the connection between Saudi coffee and the Kingdom's heritage, with coffee an integral part of local culture. Speaking on the occasion, Saudi Coffee Company Marketing Director Mohammed Zaini said:
"We are delighted to share the heritage of Saudi coffee with visitors, and AlUla represents the ideal destination for this celebration given its global cultural standing and rich history."

The opening of the "Gazin" experience center coincides with the launch of the "Shita Tantora" winter festival, which boosts AlUla's standing as a global tourism destination.

"Gazin": From Local Vision to Global Ambition

Founded in 2023, "Gazin" was the first Saudi brand specializing in coffee, aiming to develop the Kingdom's coffee sector from local farms through to the final product. The company aims to turn Saudi Arabia into one of the world's largest integrated coffee destinations by empowering farmers and workers across the value chain, and achieving local self-sufficiency in coffee production.

A Destination Reflecting Vision 2030

The project forms part of Vision 2030, which seeks to boost the tourism sector and diversify the economy, alongside sharing Saudi culture with the world through authentic symbols such as coffee.