Saudi Arabia plans to launch its first alcohol store in Riyadh.

Saudi Arabia is planning to build its first alcohol store in Riyadh, catering just to non-Muslim diplomats, in a key step toward increasing its appeal for tourism and business, according to NDTV. This effort is spearheaded by Crown Prince Mohammed bin Salman and is associated with his Vision 2030, which aims to modify the economy. 

This project, led by Crown Prince Mohammed bin Salman, is part of the bigger Vision 2030 strategy to shift the country's economy away from its reliance on oil.

The store, located in Riyadh's Diplomatic Quarter, a hub for embassies and diplomats, will require consumers to register via a mobile app, acquire a clearance code from the foreign ministry, and follow monthly purchase limitations, according to a document obtained by Reuters. Non-Muslims will have "strictly restricted" access to alcohol the store, in accordance with Islamic beliefs that forbid the drinking of alcohol.

While the letter did not specify whether non-Muslim expats other than diplomats would have access, individuals familiar with the planning believe the store will open in the coming weeks. Saudi Arabia has historically maintained strict alcohol-related prohibitions, with penalties ranging from lashing, fines, jail, and deportation for expatriates.

Until now, access to alcohol was limited to diplomatic channels or the illicit market, but recent reforms have resulted in a move away from corporal punishment and toward prison sentences.

The alcohol store's opening coincides with new regulations restricting alcohol imports within diplomatic consignments, a measure aimed at preventing the "improper exchange of special goods and alcoholic beverages acquired by the embassies of non-Muslim countries inside Saudi Arabia," according to Arab News.

As Saudi Arabia continues to implement social and economic reforms, such as reducing gender segregation and allowing women to drive, the opening of this alcohol store is another step toward altering the country's conservative image and promoting a more open and diversified society.