A Saudi official denied on Monday media reports saying the kingdom, the birthplace of Islam, would lift its 73-year-old ban on alcohol, which is prohibited for observant Muslims.

The report, which was picked up by some international media after it appeared on a wine blog last week, said Saudi authorities planned to allow the controlled sale of alcohol as the country prepares to host the 2034 soccer World Cup. It did not give a source for the information.

The report sparked a vigorous online debate in the conservative kingdom, whose king also holds the title of Custodian of the Two Holy Mosques - Islam's most revered places in Mekkah and Medinah.

Saudi Crown Prince Mohammed bin Salman is pushing a series of reforms to open up the country for tourism and business, as part of an effort to strengthen non-oil sectors of the economy.

The government ended its prohibition on allowing women to drive in 2017, and has eased some rules on segregation in public spaces.

A minor step towards allowing alcoholic drinks to be consumed in the kingdom was the opening of the first alcohol store in the capital, Riyadh, last year serving exclusively non-Muslim diplomats.

Officials previously confirmed that the 2034 Fifa World Cup would be a sobering experience for soccer fans, with no alcohol available. And not just at the stadiums, but also at the hotels and elsewhere throughout the nation, the Saudi ambassador to the United Kingdom confirmed.

Prince Khalid bin Bandar Al Saud said supporters travelling to the tournament will have to respect the customs of the host nation, where alcohol consumption is strictly forbidden.

"Everyone has their own culture," he told the UK news site LBC. "We're happy to accommodate people within the boundaries of our culture but we don't want to change our culture for someone else."

Alcohol availability was a talking point ahead of the 2022 World Cup in Qatar, where fans were only allowed to buy booze in hotels and designated fan parks but not inside the stadiums.