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