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.
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.
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.
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 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.
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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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See All of Our DefinitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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