Alcoholic Drinks in Pakistan

June 2021
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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?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

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

Cider/Perry in Pakistan

PRE-COVID-19 PERFORMANCE

Rtds in Pakistan

PRE-COVID-19 PERFORMANCE

The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • 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
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • 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
      • Nastoyka Gorkaya
      • 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
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • 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
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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