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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Pakistan

Jun 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

2020 was a tough year for alcoholic drinks in Pakistan with the measures taken to control the spread of COVID-19 making it harder to access these products. As part of the government’s lockdown measures hotels were forced to close, with these being the sole source of on-trade sales.

COVID-19 country impact

One of the first signs of the unprecedented disruption COVID-19 has caused in Pakistan came in January 2020, when Pakistan International Airlines (PIA) cancelled all flights between the country and China. Following confirmation of the first local cases in late February, from early March the federal government and regional authorities began imposing restrictions to curb the spread of the virus.

Company response

Due to the strict regulations around alcoholic drinks in Pakistan companies have very little flexibility. As such, there was little they could do to manage through the COVID-19 crisis other than to focus on ensuring supply was able to meet demand.

Retailing shift

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.

On-trade vs off-trade split

The off-trade accounted for nearly all sales of alcoholic drinks in Pakistan prior to the outbreak of COVID-19, with on-trade sales largely limited to high-end hotels in larger cities in the country. As such, while the on-trade saw a double-digit decline in volume terms in 2020 this had little effect on total volume sales of alcoholic drinks.

What next for alcoholic drinks?

Pakistan is still in the process of trying to contain COVID-19 as of midway through 2021, with the country’s vaccine programme only in its early stages. As such, restrictions have not been fully lifted which is limiting the recovery of alcoholic drinks, with growth not expected to return until 2022 in total volume terms.

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Overview

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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.

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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.

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Alcoholic Drinks in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures limit access to beer through legal channels

Non-alcoholic beer continues to grow thanks to wider distribution and larger potential consumer base

Potential consumer base shrinks as inbound tourism disrupted by COVID-19

RECOVERY AND OPPORTUNITIES

Sales recovery likely to remain limited in 2021 as the world struggles to contain COVID-19

Affordability of beer and popularity of non-alcoholic beer could help support a sales recovery from 2022

Competitive pricing will remain key to attracting young adults

CATEGORY BACKGROUND

Summary 3 Lager by Price Band 2020

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2015-2020
Table 18 Sales of Beer by Category: Total Value 2015-2020
Table 19 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 20 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 22 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 25 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 26 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 27 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 28 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 29 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Pakistan

PRE-COVID-19 PERFORMANCE

Spirits in Pakistan

KEY DATA FINDINGS

2020 IMPACT

On-trade sales plummet as inbound tourism suspended due to COVID-19

COVID-19 restrictions make it harder to buy and consume spirits in 2020

Murray Brewery retains dominance but faces growing competition from more affordable rivals

RECOVERY AND OPPORTUNITIES

Containment of COVID-19 key to the recovery of spirits

Competitive field likely to remain consolidated

Gin set for further strong gains thanks to trendy image

CATEGORY DATA

Table 32 Sales of Spirits by Category: Total Volume 2015-2020
Table 33 Sales of Spirits by Category: Total Value 2015-2020
Table 34 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 35 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 36 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 37 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 38 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 39 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 40 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 41 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 42 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 43 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 44 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 45 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 46 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Megatrends

Country Report

Alcoholic Drinks in Pakistan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures limit access to beer through legal channels

Non-alcoholic beer continues to grow thanks to wider distribution and larger potential consumer base

Potential consumer base shrinks as inbound tourism disrupted by COVID-19

RECOVERY AND OPPORTUNITIES

Sales recovery likely to remain limited in 2021 as the world struggles to contain COVID-19

Affordability of beer and popularity of non-alcoholic beer could help support a sales recovery from 2022

Competitive pricing will remain key to attracting young adults

CATEGORY BACKGROUND

CATEGORY DATA

Wine in Pakistan

PRE-COVID-19 PERFORMANCE

Spirits in Pakistan

KEY DATA FINDINGS

2020 IMPACT

On-trade sales plummet as inbound tourism suspended due to COVID-19

COVID-19 restrictions make it harder to buy and consume spirits in 2020

Murray Brewery retains dominance but faces growing competition from more affordable rivals

RECOVERY AND OPPORTUNITIES

Containment of COVID-19 key to the recovery of spirits

Competitive field likely to remain consolidated

Gin set for further strong gains thanks to trendy image

CATEGORY DATA

Cider/Perry in Pakistan

PRE-COVID-19 PERFORMANCE

Rtds in Pakistan

PRE-COVID-19 PERFORMANCE

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