With the easing of Coronavirus (COVID-19) threat and related restrictions, the reopening of hotels and restaurants and rebound in tourism flows led to healthy on- and off-trade volume growth of alcoholic drinks in 2022. As the purchase of alcohol can only be made through licensed shops (upmarket hotels in Punjab and hotels and “wine shops” in Sindh, and Balochistan), COVID-19 had a severe impact on on-trade sales, as tourism was hit hard.
New, innovative products with different flavours were introduced by Murree Brewery, among others. New flavours were aimed at young adults, who tend to be more open to new tastes and like to try products that are infused with flavours that are considered modern, innovative and refreshing.
Murree Brewery remained the main manufacturer of alcoholic drinks (beer and spirits) in Pakistan in 2022. Although Quetta Distillery offered some competition with lower-priced products, it was unable to compete with the brand offer and distribution strength of Murree Brewery.
The sale of alcoholic drinks in Pakistan is limited to licensed food/drink/tobacco specialists (“wine shops”) and upmarket hotels. These outlets are present in Sindh, whereas the Punjab province has strict regulations and no “wine shops” are present there.
The off-trade channel continued to dominate volume and value sales of alcoholic drinks in 2022. However, the on-trade channel, which was hardest hit by COVID-19 measures, witnessed faster growth in 2021 and 2022 to recoup some lost share.
The increase in foreign projects and other investments has boosted the number of foreign workers and visitors in Pakistan and stimulated growth in alcoholic drinks sales. For example, CPEC (China-Pakistan Economic Corridor) increased the number of Chinese workers and visitors.
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Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks research and analysis database.
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