Saudi Coffee Company (SCC) has unveiled its second JAZEAN Experience Center and coffee shop in AlUla’s Old Town, marking the brand’s first location outside of Riyadh. This new venue is designed to offer visitors and tourists at the UNESCO World Heritage Site an immersive experience into Saudi Arabia’s rich coffee culture.
The center goes beyond simply serving coffee. It educates visitors about the entire coffee journey, from cultivation to roasting, and offers a curated selection of JAZEAN’s expertly crafted coffees. With the stunning backdrop of AlUla’s iconic landscapes, the venue provides a unique cultural experience for those visiting one of Saudi Arabia’s top destinations for heritage and tourism.
In addition to the coffee bar, the JAZEAN Experience Center features an aroma pause zone, a display of the first model farm harvest produce, and a private majlis. Guests can relax in ample lounge seating, all while enjoying breathtaking views of the AlUla canyon. The space invites exploration of the diverse flavors and traditions of Saudi coffee.
Mohammed Zainy, Chief Marketing Officer of Saudi Coffee Company, shared his excitement about the launch: “AlUla is the ideal destination for JAZEAN to showcase the journey of coffee from seed to cup. Just as AlUla offers a glimpse into this region’s rich history, our Experience Centers give visitors an authentic look at Saudi culture and hospitality. We’re thrilled to share this experience with people from around the world.”
Launched in 2023, JAZEAN is Saudi Coffee Company’s signature specialty coffee brand. It celebrates the origins of Arabica coffee and the long-standing coffee traditions integral to Saudi identity, while also focusing on sustainable farming and roasting practices.
Saudi Coffee Company, a Public Investment Fund (PIF)-owned enterprise, is working to revitalize the Saudi coffee sector. Its vision is to establish Saudi Arabia as a global leader in the coffee industry, from seed to cup, and ensure a self-sufficient future for the local coffee market while promoting the country’s cultural heritage worldwide.
AlUla, known for its dramatic landscapes, ancient rock formations, and historical sites like Hegra — Saudi Arabia’s first UNESCO-listed site — is a top destination for global tourists. The opening of the JAZEAN Experience Center coincides with the Winter in Tantora Festival, an annual celebration of culture and arts held in AlUla’s Old Town.
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