By Evan, Host of Episode Up
Let’s be honest: when you think of the UAE, building a legal alcohol delivery business isn’t the first thing that comes to mind. But that’s exactly what Dominique Szymura and his team at CityDrinks pulled off. In this episode, I sat down with Dominique to break down how he turned an unlikely idea into a fast-growing, tech-driven company operating in one of the most regulated markets on the planet.
Dominique never imagined he’d be running a licensed alcohol distribution company in the UAE. He came from other industries but always had a passion for premium beverages. That curiosity evolved into a business idea when he noticed a clear market gap: a lack of fast, efficient alcohol delivery in a country where convenience is everything.
In Europe, people might wait days for delivery. In Dubai? You want it in 60 minutes. That expectation became CityDrinks' biggest opportunity.
The startup journey wasn’t just about selling drinks. It took eight months from getting their trade license to delivering their first bottle. Why? The legal framework in the UAE is serious business.
CityDrinks had to secure two critical licenses:
Import and distribution license
Online selling license
These came with requirements like ID verification, anti-fraud systems, secure warehousing, and tight regulatory oversight. Dominique and his team hired legal counsel early on because, as he puts it, "you can't Google your way through UAE alcohol law."
Their choice to import directly rather than rely on third-party importers gave them full control over their product lineup and branding. That was a game-changer.
Logistics is where this business gets sexy. Their warehouse is split into three main zones:
Long-term storage
Picking
Packing
Every order is scanned, verified, and tracked with military-level precision. The facility is fully temperature-controlled to preserve quality—crucial when you’re storing a 26,000 AED bottle of tequila.
They stock hundreds of imported beers, spirits, and wines you won’t find anywhere else in the region. Efficiency isn’t optional; it’s what keeps customers coming back.
Selling alcohol in the UAE means no traditional advertising. So how do you grow?
CityDrinks relies on:
Social media word-of-mouth
Referral programs
App-based loyalty features
And it works. They’ve seen rapid growth through smart digital marketing and a mobile-first strategy.
CityDrinks isn’t just booze. They've tested out complementary products like vapes and caviar to round out the luxury experience. But the most innovative twist? An AI-powered sommelier inside the app.
This digital beverage expert gives customers tailored recommendations based on taste preferences, making it easier to shop and discover new products. It's early days, but it’s already making a difference in customer engagement.
Dominique shared some gems during our chat. My favorites:
Startup partnerships are like marriages – Communication is everything.
Plan for everything to take longer and cost more – Then double it.
B2C beats B2B (in this space) – Faster feedback, better margins, fewer delays.
Track your 'late rate' like a hawk – Fast delivery is your lifeblood.
He also reminded me that mental clarity and structure (like daily workouts) are crucial if you want to build a company without burning out.
What’s next? Dominique has his eyes on robotics in warehousing and franchising across the region. The vision is to scale without sacrificing what made CityDrinks work: premium products, seamless logistics, and tight tech.
Final Thoughts
Interviewing Dominique was a masterclass in how to legally, ethically, and profitably build something unexpected. CityDrinks isn’t just a delivery business. It’s a case study in how to innovate, even when the rules are stacked against you.
Watch the full episode now to see how they pulled it off, and drop a comment if you’ve ever had a crazy startup idea you weren’t sure was even allowed.
Stay tuned for our next episode, and let the innovation journey continue!
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Video production by Dubai-based Evamotion video creative agency specialising in making video series for businesses. Hosted by Evan Vilius.