Quiet Awareness
Every interaction is considered; from the calm of our stores to the confidence of our guidance. We listen before we recommend, ensuring each guest feels understood, never overwhelmed.
Our Story
A Legacy of Refinement
Over two decades of serving Abu Dhabi with distinction, discretion, and an unwavering devotion to the craft of fine beverages.
The Heritage
Born Alongside Abu Dhabi
Cheers was born from a vision held by the National Corporation for Tourism & Hotels (NCT&H) in 2002, on time with Abu Dhabi's steady transformation from a quiet emirate to a capital of ambition, hospitality, and global connection.
As the city grew, so did the need for a retail experience that matched its rising standards: knowledgeable service, a curated range, and an environment worthy of the occasions it would accompany. NCT&H established Cheers Abu Dhabi to meet that moment, and to grow with Abu Dhabi through every chapter since.
From our earliest shops to today's locations across the emirate and beyond, we have remained rooted in the same principle: to be the trusted name in premium beverages for those who value quality, authenticity, and care in every pour.
The Philosophy
What We Stand For
Our brand is guided by three pillars, a framework that shapes how we select, serve, and show up for our guests every day.
Refined Selection
Each bottle is chosen for quality, provenance, and relevance. From iconic global labels to discoveries worth sharing. We curate so you don't have to search.
Cultural Intelligence
Abu Dhabi is a city of many cultures and many occasions. We honour that diversity with a range and a service style that respects local customs, international tastes, and the art of celebration across communities.
The Commitment
Service With Purpose
Responsible service is not a policy at Cheers Abu Dhabi, it is a promise. As part of the NCT&H Retail & Lifestyle Division, we uphold UAE laws and international standards with rigour and respect, ensuring every guest is of legal age and every purchase is made with care and accountability.
Our commitment extends beyond the counter. We support the communities we serve; from hospitality partners and sports clubs to charitable initiatives across Abu Dhabi, believing that a brand of our stature carries a duty to contribute meaningfully to the city that shaped us.
When you walk through our doors, you are not simply selecting a bottle. You are entering a tradition of trust, one we have honoured for over twenty-four years, and one we intend to uphold for generations to come.