2025 Developments
In 2025, alcoholic drinks in Pakistan show a pronounced divergence between value and volume expansion, with retail value rising by 24% to PKR115 billion and volume up only 6%, a much sharper split than in other Asia Pacific markets where value and volume typically move in closer alignment. This environment, defined by persistent inflation and high taxation, creates a highly polarised consumer landscape where affluent urban consumers increasingly opt for premium and imported products, while price-sensitive buyers migrate to smaller pack formats to preserve affordability. With Murree Brewery maintaining 71% of off-trade volume and the competitive structure remaining largely unchanged, the market presents a mix of resilience and challenge: value growth remains robust, but the attractiveness is tempered by severe regulatory constraints, restricted channel innovation, and limited opportunities for new entrants. To succeed, brands must balance targeted premium launches for high-income groups with continuous pack-size innovation for mainstream consumers, while navigating strict licensing, advertising restrictions, and a channel structure dominated by specialist retailers.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Pakistan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Pakistan?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Pakistan?
- How are products distributed in Pakistan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Pakistan
2025 Developments
Key Data Insights
Murree Brewery Bridges Affordability and Premiumisation to Capture Polarised Demand
High-Income Consumers Trade up While Value Seekers Shift to Smaller Packs
Smaller Formats Drive Resilience as Mindful Drinking Gains Traction
Affluent Urban Consumers Trade up as Pack Innovation Narrows Drinking Occasions
Murree Brewery Leverages Brand Strength to Defend Volume Leadership
Specialist Stores Adapt Product Mix to Sustain Legal Monopoly
On-Trade Loses Share as Consumers Prioritise At-Home Occasions
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Murree Brewery Balances Premium and Affordable Offerings to Address Polarised Demand
Murree Brewery Uses Premium Malts and Small Pack Sizes to Defend Share
Smaller Pack Sizes and Premium Launches Help Sustain Value Growth and Market Share
Beer in Pakistan
Key Data Insights
Beer Summary
Murree Brewery Leverages Heritage and Innovation to Maintain Stability
Lager Dominates as Non-Alcoholic Malt Drinks See Fastest Growth
Murree Brewery Expands Non-Alcoholic Portfolio to Capture New Demand
Murree Brewery Preserves Dominance as Exports Gain Strategic Value
Lager Sustains Leadership as Non/Low Alcohol Beer Accelerates
Murree Brewery Sustains Dominance through Entrenched Distribution and Regulatory Exclusivity
Licensed Off-Trade Outlets Sustain Legal Sales through Stability and Access
Regulatory Barriers Keep E-Commerce Irrelevant for Alcoholic Products
Lack of New Retail Concepts Reinforces Single-Channel Dependence
Spirits in Pakistan
Key Data Insights
Spirits Summary
Murree Brewery Adapts to Economic Pressures with Smaller Bottles
Whiskies Lead Volumes as Premium Imports Drive Value Gains
Heritage and Pack-Size Strategy Sustain Volumes Amid Inflation
Aspirational Buyers Embrace Premium Whiskies as Affordability Shapes Demand
Craft Producers Use Digital Platforms to Target Quality-Focused Consumers
Murree Brewery Leverages Heritage and Pack-Size Innovation to Retain Dominance
Specialist Wine Shops Adapt Pricing to Sustain Exclusive Access
Permit System Keeps E-Commerce Absent From Spirits Retail
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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