At Boxbar, we’re on a mission to revolutionise how drinks are served at events across the globe. After exciting launches in America and Australia, we’re thrilled to announce our latest expansion, into the United Arab Emirates (UAE).
In true Boxbar style, we’ve hit the ground running in the Middle East, delivering self-serve bar experiences at some of the country’s most high-profile events. Here’s what we’ve been up to:
F1 Abu Dhabi Grand Prix
The Abu Dhabi Grand Prix is the crown jewel of the Formula 1 season, hosting the final race of the year at the stunning Yas Marina Circuit. Known for its twilight racing and electric atmosphere, the event draws a global audience of motorsport fans, celebrities and industry leaders.
22 Boxbar serving taps were strategically placed across multiple locations to keep fans refreshed while enjoying the action on and off the track.
Yasalam Grand Prix After-Race Concerts
Held annually as part of the Abu Dhabi Grand Prix festivities, the Yasalam Grand Prix After-Race Concerts feature a star-studded lineup, impressive production and the perfect way to carry on the party long after the racing is done and dusted.
For 2024, performances from the likes of Eminem, Maroon 5, Muse, Peggy Gou and more were on the menu, alongside self-service beer refreshments, poured by 18 Boxbar serving taps onsite.
Emirates Dubai Rugby 7s
The Emirates Dubai Rugby 7s is a vibrant, fast-paced rugby tournament that brings together teams from around the world for thrilling matches and an all round celebration. With its festival-like atmosphere, including music and entertainment, it has become a flagship event of the UAE’s sporting calendar.
24 Boxbar serving taps were deployed for the three day event, including 2 fully branded Heineken in-built wall installations.
Wireless Festival Middle East
Wireless Festival is an international phenomenon. When it comes to bringing hip-hop, rap and urban music to fans around the world, the Wireless brand is imperious.
For the 2024 Middle East edition, 21 Savage, Yeat and A Boogie Wit Da Hoodie served up the headline performances, with 18 Boxbar serving taps in tow keeping queues to a minimum and fans refreshed.
We’ve been blown away by the response to our technology in the UAE, and we’re excited to say that this is just the beginning. With more events lined up for 2025, we can’t wait to continue our journey in the Middle East.
If you organise events, operate venues or run hospitality business in the region and want to learn more about how Boxbar can help reinvent your bar operations, get in touch today.