Saudi Arabia has quietly started to allow wealthy foreign residents to buy alcohol, a huge change after a 73-year ban. Commentators expect that the relaxation will eventually be extended to tourists, as Sameer Hashmi reports from Riyadh.

For decades, Riyadh’s Diplomatic Quarter has stood apart from the rest of the capital city – an affluent enclave of embassies and upscale residences, with shaded walkways, greenery and a café culture that draws young Saudis and expatriates alike.

Now, tucked inside a discreet, unmarked beige complex within the exclusive neighbourhood, a small store has become a discrete testing ground for one of Saudi Arabia’s most sensitive policy shifts – the controlled sale of alcohol to wealthy non-Muslim foreigners.

Saudi Arabia, home to Islam’s two holiest sites, banned the sale of alcohol in 1952. But as part of a broader effort to reshape its image, the kingdom has rolled out sweeping social and economic reforms in recent years, presenting itself as a more moderate and investment-friendly society.

Under the leadership of crown prince Mohammed bin Salman, Saudi Arabia’s de facto ruler, the kingdom has reopened cinemas, hosted major music festivals, lifted the ban on women driving, and curtailed the powers of the once-feared religious police.