For years, Class 33, the Nice Classification category for wines, spirits and other alcoholic beverages, was not open for trademark registration in the UAE. That has now changed. The UAE Ministry of Economy and Tourism and the Trademark Office have started accepting Class 33 trademark applications with immediate effect, giving beverage brand owners a long-awaited route to full protection in one of the region’s most important markets.
If you own, distribute or license an alcoholic beverage brand with any presence in the UAE, this update directly affects your intellectual property strategy. Here is what has changed, why it matters commercially, and what you should do next.
Why Class 33 Was Restricted Until Now
Under the Nice Classification system used worldwide, Class 33 covers alcoholic beverages except beer, while beer itself falls under Class 32. For years, the UAE Trademark Office did not accept applications under Class 33 at all, in line with domestic policy. Beverage companies wanting any UAE protection for wine, whisky, vodka, rum, gin and similar products had no choice but to rely on Class 32, or simply leave their flagship marks unprotected in this class altogether.
This was never a change to the underlying Federal Trademarks Law No. 36 of 2021, which governs trademark registration across all seven emirates. It was a matter of Trademark Office practice, meaning it could be updated administratively, without requiring new legislation.
What Has Changed
The Trademark Office is now accepting trademark applications under Class 33 for alcoholic beverages. There is no special procedure: applications go through the same examination, publication and registration stages as any other class.
There is also a related update for Class 32. Historically, references to alcoholic content were often removed or amended from UAE trademark specifications. Beer, which sits in Class 32 under the Nice system, can now also be accepted with alcoholic beverage wording intact.
What This Means for Brand Owners
This is a meaningful opportunity, but it does not automatically upgrade existing rights. Brand owners should think about the following:
- Existing Class 32 registrations remain valid and continue to carry value as earlier rights, particularly where they were secured before Class 33 became available.
- House marks, flagship brands and commercially important product names should now be filed directly in Class 33 to secure the strongest and most accurate protection.
- Portfolios built entirely around Class 32 out of necessity can now be reviewed and, where budgets allow, extended into Class 33 over time.
- Reputation, prior use and status as a well-known mark can still support enforcement, even where formal Class 33 registration is only now being sought.
Refiling an entire portfolio overnight is rarely necessary. A phased strategy, prioritising the marks that matter most commercially, is usually the more practical approach.
Class 32 versus Class 33: How the Two Interact
One of the more practical questions brand owners are asking is how earlier Class 32 rights will be treated when a later Class 33 application is examined. The UAE Trademark Office already cross-examines related classes when assessing potential conflicts, and there is no indication that Classes 32 and 33 will be treated any differently. Existing Class 32 registrations are therefore likely to remain relevant when new Class 33 applications are reviewed, especially where those earlier rights were registered before Class 33 was available.
As this practice is still new, some of the finer procedural detail will only become clear as applications move through examination. Filing directly in Class 33 now remains the clearest way to secure protection for key brands while that picture develops.
Trademark Registration Is Not a Sales Licence
This point deserves particular emphasis, since it is a common area of confusion. Registering a trademark in Class 33 protects the brand name, logo or packaging design. It does not, on its own, authorise the import, distribution, advertising or sale of alcoholic beverages within the UAE or any specific emirate.
Those activities remain governed by separate regulatory and licensing requirements, which vary between emirates and are handled by different authorities entirely. Trademark protection and commercial trading permissions are two distinct legal matters, and businesses should not treat one as a substitute for the other.
What Brand Owners Should Do Now
- Audit your current UAE trademark portfolio to identify which marks are held only in Class 32.
- Prioritise Class 33 filings for core brand names, flagship product lines and any mark central to your UAE commercial strategy.
- Review whether beer-related marks in Class 32 should be updated to reflect the newly accepted alcoholic beverage wording.
- Cross-check Class 33 filing plans against existing Class 32 rights to build a coherent, defensible portfolio rather than overlapping or inconsistent registrations.
- Confirm separately that any UAE distribution, import or sale activity is properly licensed, independent of your trademark filings.
- Seek advice from trademark agents in the UAE before filing multi-class or international applications through the Madrid System, so your UAE strategy stays aligned with your global trademark portfolio.
Frequently Asked Questions
Can I now register my alcohol brand as a trademark in the UAE?
Yes. The UAE Trademark Office is accepting Class 33 applications for alcoholic beverages with immediate effect, through the standard filing and examination process.
Do I need to refile my existing Class 32 trademarks?
Not necessarily. Existing Class 32 registrations remain valid and continue to hold value. Refiling in Class 33 is recommended for your most important brands, rather than treated as compulsory for an entire portfolio.
Does a UAE Class 33 trademark let me sell alcohol in the UAE?
No. Trademark registration protects your brand name and identity. It does not grant permission to import, distribute or sell alcoholic beverages, which remains subject to separate emirate-level licensing rules.
Protect Your Brand in the UAE’s Newly Opened Class 33
The opening of Class 33 is one of the more significant practical developments in UAE trademark practice in recent years, and it rewards brand owners who act early with a clean, well-documented filing history. Whether you are protecting a new beverage brand entering the UAE market or reviewing a Class 32-focused portfolio out of necessity, the right filing strategy now will save considerable cost and risk later.
Jitendra Intellectual Property’s trademark team in the UAE can review your current registrations, advise on Class 33 filing priorities, and manage the application process from start to finish. Contact our trademark specialists today to secure your brand under the UAE’s updated Class 33 practice before competitors move first.
