Alcoholic drinks in Pakistan registered further strong total volume growth in 2024. Meanwhile, total current value sales continued to see fast double-digit growth in a highly inflationary climate. Alcoholic drinks performed strongly in both the off- and on-trade channels. Pakistan is an Islamic country, and there are many religious and cultural restrictions on alcohol sales and consumption, with beer and spirits the only significant categories. The performances of beer and spirits are driven by Westernisation trends, signs of economic stability and high-end products being perceived as social symbols. Spirits registered slightly higher total volume sales and higher growth than beer in 2024. On the other hand, wine, cider/perry and RTDs remained insignificant due to import restrictions and low awareness and interest from local consumers.
Pakistan's alcoholic drinks industry is relatively small and highly regulated. The number of players is limited by strict policy regulations, religious and cultural factors which, overall, limit the availability, accessibility distribution and consumption of alcohol in the country. Alcohol is only available at registered liqueur stores, hotels and high-end restaurants. Due to the niche demand in Pakistan, alongside legal restrictions on the production and distribution of alcoholic beverages, the competitive environment may not accurately reflect overall market trends.
The competitive landscape of alcoholic drinks in Pakistan in 2024 was shaped by a mix of regulatory constraints, niche market demand and the dominance of local players. Murree Brewery continued to dominate with its extensive portfolio of alcoholic drinks, including beer, spirits and non alcoholic options, catering to non-Muslims, expatriates and the diplomatic community. Its long-standing reputation and consistent quality make it a trusted choice in this limited but growing industry.
The retailing developments in terms of alcoholic drinks remained closely tied to the country's legal and cultural environments. Alcohol sales were predominantly restricted to licensed outlets catering to non-Muslim minorities and expatriates. These outlets, often attached to hotels, clubs or specific large retail supermarkets, maintained strict compliance with government regulations, including licensing and age restrictions. Despite the limited number of legal retail points, there were notable advancements in retail, driven by urban demand and discreet consumption practices.
In Pakistan, the split reflects the preference for private and discreet consumption over public or social drinking, which remains culturally sensitive in Pakistan. Most alcohol consumption tends to take place in private settings and sales through off-trade channels. Only a limited number of eateries serve alcohol. On-trade alcoholic drinks sales are relatively limited and occur primarily in select venues, such as high-end hotels, private clubs and diplomatic compounds that cater to expatriates, foreign travellers and non-Muslim minorities. The on-trade channel is heavily regulated, and only licensed establishments are permitted to serve alcoholic beverages. Consumption in these venues is discreet, with strict adherence to licensing laws, making this channel smaller in scale compared to other countries where on-trade consumption is more widespread.
The outlook for alcoholic drinks in Pakistan remains cautiously optimistic, driven by niche demand, gradual shifts in consumer preferences and opportunities for localised innovation. Despite strict regulatory and cultural constraints, the industry is expected to grow incrementally, particularly in categories catering to non-Muslim minorities, expatriates and affluent urban consumers who seek premium and discreet consumption options. Murree Brewery is set to continue to dominate the landscape, leveraging its deep understanding of the local regulatory environment and consumer base.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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