Opening of the second café.. “Jazen” celebrates Saudi coffee in AlUla

The Saudi Coffee Company, wholly owned by the Public Investment Fund, announced the opening of the second café and experience center for its first specialty coffee brand, “Jazzin,” in the old city of Al-Ula Governorate.
The opening, which is the brand’s first location outside Riyadh, aims to provide visitors to its heritage sites with an integrated experience that showcases the authentic heritage that has been passed down for centuries in the Kingdom.

Saudi Coffee Company

The experience center will introduce visitors to how coffee beans are grown and roasted, as well as presenting a variety of “Jazzin” coffee against the backdrop of the picturesque natural landscape for which AlUla is famous, as a unique cultural, touristic and heritage destination in the Kingdom of Saudi Arabia.

Marketing Director at the Saudi Coffee Company, Mohammed Zaini, said: “We are pleased to share this journey with visitors from all over the Kingdom and the world, as AlUla is an ideal destination for Jazen’s celebration of the coffee heritage of the Arabian Peninsula.

Saudi coffee

He added: “The choice of AlUla comes as an extension of its historical status and its inherent presence in the culture of the Kingdom, as AlUla is an international tourist destination that visitors from all over the world visit to explore its ancient history and unique nature, which varies between its rock formations and historical treasures such as the Al-Hijr archaeological site.” “, which is the first site in Saudi Arabia to be included in the UNESCO World Heritage List, as the opening of the “Jazin” Café and Experience Center coincides with the launch of This year’s “Winter at Tantora” festival.

It is noteworthy that “Jazzin”, which was launched in 2023 AD, is a specialized coffee brand that aims to support and develop the Saudi coffee sector, starting from agriculture to the final product, by empowering all actors across the entire value chain, to achieve the goal of transforming the Kingdom into One of the largest integrated coffee destinations in the world, ensuring self-sufficiency for the local industry in the future, and sharing symbols of Saudi culture with the world.