Alcoholic Drinks in Pakistan
Euromonitor International's Alcoholic Drinks in Pakistan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Tables: 84 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks continued to grow
Alcoholic drinks showed respectable growth over the review period. Beer and spirits are the main alcoholic drinks produced in Pakistan, and both performed very well over these years. Some non-alcoholic wines and non-alcoholic beers are imported and perform quite well, but imports of any kind of alcoholic drinks are banned in Pakistan.
Sindh province holds the biggest share of alcoholic drinks sales, even though all alcoholic drinks are expensive in Sindh because of the huge excise taxes, which are much lower in the three other provinces. Consumers in Sindh continue to buy alcoholic drinks regardless of price and the market is doing very well in this province. North West Frontier Province is not doing as well as the other three provinces as it is a strict Islamic state. This has affected the overall alcoholic drinks market in Pakistan. However, Baluchistan is seeing steady growth in alcoholic drinks sales.
Import of liquor banned in Pakistan
As per the current Import Policy, imports of liquor are banned. However, liquor can be imported by those bonded warehouses and duty-free shops authorised and monitored by the Central Board of Revenue (CBR) to store and sell liquor in limited quantities to non-Muslim diplomats and privileged foreigners only.
Whisk(e)y continued to record dynamic growth
Murree Brewery Co Ltd is a world-renowned distillery producing whisk(e)y and other spirits. It has been producing world-class whiskies and meeting consumer preferences and demands in the spirits sector for many decades, and continues to grow and improvise. Murree’s Lion and Vat No 1 have been the leading products in whisk(e)y for many years as they are cheaper than the other brands.
Per capita consumption comparatively lower
Per capita consumption of alcoholic drinks in Pakistan is very low, but it should be noted that 97% of the local population is banned from consuming alcohol and that competition is relatively limited due to Murree Brewery Co Ltd having a virtual monopoly in the alcoholic drinks market. The black market has some impact on the company’s sales, but alcoholic drinks sales have still seen continuous steady growth regardless of the impacts of black market and the bans imposed by the government.
Murree profits from being the only licensee in beer
Murree Brewery Co Ltd, the only licensed beer maker in Pakistan, produces a good quality of beer and is making the most of its monopoly by strengthening and improving the quality of its beer. The company’s Murree and Murree’s Classic Lager brands had always created strong demand in the beer sector because of their taste and cheap prices.
Consumers change drinking patterns according to the climate
Climate plays a very important role in the demand for alcoholic drinks in Pakistan. Summers in Pakistan are extremely hot, which is why the consumption of whisk(e)y decreases and consumption of beer increases at this time of year. Consumers shift towards gin and other spirits in summer along with beer. On the other hand, the consumption of whisk(e)y is at its highest in winter and there is a decline in the consumption of all other alcoholic drinks then.
Table of contents
ALCOHOLIC DRINKS IN PAKISTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks continued to grow
Import of liquor banned in Pakistan
Whisk(e)y continued to record dynamic growth
Per capita consumption comparatively lower
Murree profits from being the only licensee in beer
Consumers change drinking patterns according to the climate
KEY TRENDS AND DEVELOPMENTS
Muslims are barred from consuming alcoholic drinks
Government takes steps to fight illegal production of whisk(e)y
Very heavy excise tax in Sindh as compared to the other provinces
Specialist Retailers
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Imported Wine Brand 2007
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
MURREE BREWERY CO LTD
Strategic Direction
Key Facts
Summary 2 Murree Brewery Co Ltd: Key Facts
Summary 3 Murree Brewery Co Ltd: Operational Indicators
Company Background
ProduCtion
Summary 4 Murree Brewery Co Ltd: Production Statistics 2005
Competitive Positioning
Summary 5 Murree Brewery Co Ltd: Competitive Position 2006
BEER IN PAKISTAN
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 6 Lager by Price Band 2005
Sector Data
Table 22 Sales of Beer by Subsector: Total Volume 2002-2007
Table 23 Sales of Beer by Subsector: Total Value 2002-2007
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 25 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 26 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 30 Company Shares of Beer by National Brand Owner 2002-2006
Table 31 Company Shares of Beer by Global Brand Owner 2002-2006
Table 32 Brand Shares of Beer 2003-2006
Table 33 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 34 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 35 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 36 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
WINE IN PAKISTAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 37 Sales of Wine by Subsector: Total Volume 2002-2007
Table 38 Sales of Wine by Subsector: Total Value 2002-2007
Table 39 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 40 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 41 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 42 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 43 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 44 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 45 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 46 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 47 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 48 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN PAKISTAN
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 49 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 50 Sales of Spirits by Subsector: Total Value 2002-2007
Table 51 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 52 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 53 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 54 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 55 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 56 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 57 Company Shares of Spirits by National Brand Owner 2002-2006
Table 58 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 59 Brand Shares of Spirits 2003-2006
Table 60 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 61 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 62 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 63 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012
CIDER IN PAKISTAN
RTDS/HIGH-STRENGTH PREMIXES IN PAKISTAN
Sector Data
Table 64 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 65 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 66 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 67 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 70 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 72 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 73 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 74 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 77 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012