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.
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Tables: 192 | Publication date: Feb 2009
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 continues to grow
Sales of alcoholic drinks in Pakistan continued to grow during 2008 albeit at slower rates than in previous years due to increases in the prices of staple items that diverted the demand for alcohol products towards cheaper, home-made, unbranded varieties. However, the demand for wine was greater than during most of the earlier years of the review period. Other categories showed declines in volume consumption due to rising unit prices. The Government of Pakistan has become more liberal in its outlook concerning alcoholic drinks, and people are also being influenced by international media such that they are becoming more receptive to the idea of drinking alcohol. Restaurants that serve all kinds of alcoholic drinks have been opened in major cities across the country.
Increase in sales of cheap contraband alcohol products
Increases in unit prices of basic food commodities together with growing unemployment have led to a rise in the demand for cheap, locally produced alcohol which has actually killed several people in rural areas of Pakistan. This has prompted many social and government organisations to take action against producers of counterfeit alcohol.
Murree Brewery Co maintains its monopoly
Murree Brewery Co Ltd, the only licensed alcohol manufacturer in Pakistan, produces good quality beer, wine and spirits, and is making the most of its monopoly by further improving its products. The company’s brands have always created strong demand because of their flavour and low prices, factors which have hitherto discouraged the purchase of illegally imported products.
Off-trade continues to dominate sales
Food/drink/tobacco specialists remains the primary channel for the sale of alcoholic drinks in Pakistan. On-trade sales have increased somewhat in absolute terms given the growing number of restaurants serving alcohol within Pakistan, but these will nevertheless require considerable time and government support to increase their overall share of alcoholic drinks volume sales.
Steady growth rate is forecast to continue
The forecast period is anticipated to witness steady growth in volume sales of alcoholic drinks each year, since little change is expected in the Government’s stance regarding the legal issues surrounding the sale of alcohol. Furthermore, expansion is predicted due to people’s rapidly growing adoption of Western culture. Nevertheless, sales volume growth will continue to face a challenge from the increased supply of cheap contraband and locally produced alcohol which is expected to remain much in demand within Pakistan.
Table of contents
ALCOHOLIC DRINKS IN PAKISTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks continues to grow
Increase in sales of cheap contraband alcohol products
Murree Brewery Co maintains its monopoly
Off-trade continues to dominate sales
Steady growth rate is forecast to continue
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008
Table 4 Selling Margin of a Typical Imported Wine Brand 2008
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel trade
Duty free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
BEER
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Summary 2 Lager by Price Band 2008
Published data comparisons
Sector Data
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 32 Beer Imports by Country of Origin: Total Value 2002-2007
Table 33 Company Shares of Beer by National Brand Owner 2003-2007
Table 34 Company Shares of Beer by Global Brand Owner 2003-2007
Table 35 Brand Shares of Beer 2004-2007
Table 36 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 37 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 38 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 39 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
WINE
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 40 Sales of Wine by Subsector: Total Volume 2003-2008
Table 41 Sales of Wine by Subsector: Total Value 2003-2008
Table 42 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 43 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 44 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 45 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 46 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 47 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 48 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 49 Wine Exports by Country of Destination: Total Value 2002-2007
Table 50 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 51 Wine Imports by Country of Origin: Total Value 2002-2007
Table 52 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 53 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 54 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 55 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS
Headlines
Trends
Production, Imports and Exports
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 56 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 57 Sales of Spirits by Subsector: Total Value 2003-2008
Table 58 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 59 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 60 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 61 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 62 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 63 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 64 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 65 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 66 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 67 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 68 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 69 Company Shares of Spirits by National Brand Owner 2003-2007
Table 70 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 71 Brand Shares of Spirits 2004-2007
Table 72 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 73 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 74 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 75 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY
Headlines
RTDS/HIGH-STRENGTH PREMIXES
Headlines
Sector Data
Table 76 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 77 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 78 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 79 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 80 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 81 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 82 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 83 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 84 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 85 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 86 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 87 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 88 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 89 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 90 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
MURREE BREWERY CO LTD
Strategic Direction
Key Facts
Summary 3 Murree Brewery Co Ltd: Key Facts
Summary 4 Murree Brewery Co Ltd: Operational Indicators
Company Background
Production
Summary 5 Murree Brewery Co Ltd: Production Statistics 2007
Competitive Positioning
Summary 6 Murree Brewery Co Ltd: Competitive Position 2007
ALCOHOLIC DRINKS IN PAKISTAN
EXECUTIVE SUMMARY
Alcoholic drinks continues to grow
Increase in sales of cheap contraband alcohol products
Murree Brewery Co maintains its monopoly
Off-trade continues to dominate sales
Steady growth rate is forecast to continue
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 91 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 92 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 93 Selling Margin of a Typical Beer Brand 2008
Table 94 Selling Margin of a Typical Imported Wine Brand 2008
Table 95 Selling Margin of a Typical Domestically Produced Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel trade
Duty free
Cross-border/Private imports
MARKET INDICATORS
Table 96 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 97 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 98 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 99 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 100 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 101 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 102 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 103 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 104 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 105 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 106 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 107 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 108 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 109 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 110 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 111 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 7 Summary - Research Sources
LOCAL COMPANY PROFILES - PAKISTAN
MURREE BREWERY CO LTD - ALCOHOLIC DRINKS - PAKISTAN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Summary - Murree Brewery Co Ltd: Key Facts
Summary 9 Summary - Murree Brewery Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Summary - Murree Brewery Co Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Summary - Murree Brewery Co Ltd: Competitive Position 2007
BEER IN PAKISTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 12 Summary - Lager by Price Band 2008
PUBLISHED DATA COMPARISONS
National consumer expenditure
SECTOR DATA
Table 112 Sales of Beer by Subsector: Total Volume 2003-2008
Table 113 Sales of Beer by Subsector: Total Value 2003-2008
Table 114 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 115 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 116 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 117 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 118 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 119 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 120 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 121 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 122 Beer Imports by Country of Origin: Total Value 2002-2007
Table 123 Company Shares of Beer by National Brand Owner 2003-2007
Table 124 Company Shares of Beer by Global Brand Owner 2003-2007
Table 125 Brand Shares of Beer 2004-2007
Table 126 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 127 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 128 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 129 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN PAKISTAN
HEADLINES
RTDS/HIGH-STRENGTH PREMIXES IN PAKISTAN
HEADLINES
SECTOR DATA
Table 130 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 131 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 132 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 133 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 134 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 135 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 136 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 137 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 138 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 139 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 140 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 141 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 142 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 143 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 144 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN PAKISTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 145 Sales of Wine by Subsector: Total Volume 2003-2008
Table 146 Sales of Wine by Subsector: Total Value 2003-2008
Table 147 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 148 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 149 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 150 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 151 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 152 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 153 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 154 Wine Exports by Country of Destination: Total Value 2002-2007
Table 155 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 156 Wine Imports by Country of Origin: Total Value 2002-2007
Table 157 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 158 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 159 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 160 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN PAKISTAN
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 161 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 162 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 163 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 164 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
Table 165 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 166 Sales of Spirits by Subsector: Total Value 2003-2008
Table 167 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 168 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 169 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 170 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 171 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 172 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 173 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 174 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 175 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 176 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 177 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 178 Company Shares of Spirits by National Brand Owner 2003-2007
Table 179 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 180 Brand Shares of Spirits 2004-2007