Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Pakistan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Pakistan?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Pakistan?
- How are products distributed in Pakistan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Pakistan
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Pakistan
KEY DATA FINDINGS
Sustained growth trajectory for beer
Murree Brewery continues to dominate the competitive landscape
More licensed stores
Price-sensitivity to remain a key factor in purchasing decisions
Strong anti-smuggling measures
Product diversification to provide impetus to non/low alcohol beer
Lager price band methodology
Spirits in Pakistan
KEY DATA FINDINGS
Whiskies continue to gain momentum
Murree Brewery is a strong leader with a wide portfolio
New “wine shops” and the leveraging of online platforms increase access to spirits
Emerging middle class to drive growth opportunities
Westernisation trends to impact consumption
Space for innovation and experiential consumption
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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