Executive Summary

Jul 2019
Growth in total alcoholic drinks volume sales improves in 2018

Growth in total alcoholic drinks volume sales in Pakistan in 2018 was up on 2017, and also stronger than the CAGR for the entire review period. This was partly explained by the fact that the 2017 growth rate and the review period CAGR were negatively skewed by two month-long bans on the sale of alcohol in the province of Sindh, where consumption is highest.

Bootlegging crackdown continues to strengthen demand for local brands

A crackdown on bootlegging made it more difficult for consumers in Pakistan to obtain high quality imported alcoholic drinks towards the end of the review period. As with the temporary bans on alcohol sales imposed in Sindh over 2016-2017, this crackdown was partly politically motivated, with authorities across the country taking a tougher line on law enforcement with a view towards retaining office in the 2018 general election.

Murree Brewery retains its dominant position in 2018

Thanks to import restrictions and its status as the oldest and largest local producer in Pakistan, Murree Brewery Co Ltd continued to dominate alcoholic drinks in total volume sales terms in 2018. Its dominant position also reflected the competitive prices of its products, which have a broad appeal among middle-income drinkers.

Food/drink/tobacco specialists remains the only legal off-trade channel

In all provinces of Pakistan, the sale of alcoholic drinks is only permitted via food/drink/tobacco specialists and upmarket hotels. Such products are most widely available in Sindh, which had approximately 120 licensed specialist outlets – known locally as wine shops – at the end of the review period.

Growth in tourist and expatriate numbers set to boost alcoholic drinks consumption

The outlook for alcoholic drinks in Pakistan over the forecast period is broadly favourable, with growth in total volume sales projected to surpass that recorded over 2013-2018. Improvements in the country’s security situation should support further growth in inbound tourism, which will continue to boost on-trade volume sales.

Want to find out more about this report?
Request more information
Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Your Recently Viewed Reports

Alcoholic Drinks in Pakistan

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Pakistan for free:

The Alcoholic Drinks in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Pakistan?
  • What are the major brands in Pakistan?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Pakistan

EXECUTIVE SUMMARY

Growth in total alcoholic drinks volume sales improves in 2018
Bootlegging crackdown continues to strengthen demand for local brands
Murree Brewery retains its dominant position in 2018
Food/drink/tobacco specialists remains the only legal off-trade channel
Growth in tourist and expatriate numbers set to boost alcoholic drinks consumption

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Pakistan

HEADLINES

PROSPECTS

Beer benefits from growth in tourism and expansion of expatriate population
Non alcoholic beer set to remain the most dynamic category in volume terms
Demand for beer remains heavily concentrated in the off-trade channel

COMPETITIVE LANDSCAPE

Murree Brewery maintains its dominance in beer
Quetta beer products continue to gain popularity among lower-income drinkers
Competitive pricing will remain key to attracting young adults

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Spirits in Pakistan

HEADLINES

PROSPECTS

Growth in total spirits volume sales expected to improve over the forecast period
Whiskies set to remain the most popular spirits category in Pakistan
Gin projected to show fastest growth in total volume sales

COMPETITIVE LANDSCAPE

Murree remains dominant despite growing competition from cheaper rivals
Quetta gains ground but remains a minor player
Spirits producers expected to focus on improving on-trade distribution

CATEGORY DATA

Table 34 Sales of Spirits by Category: Total Volume 2013-2018
Table 35 Sales of Spirits by Category: Total Value 2013-2018
Table 36 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 37 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 38 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 43 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 45 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 46 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 47 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Cider/Perry in Pakistan

PROSPECTS

Wine in Pakistan

PROSPECTS

Rtds in Pakistan

PROSPECTS