The Westernisation trend has severely impacted the population in Pakistan. For example, greater access to the Western media has played a role in people consuming alcohol and normalising or increasing acceptance of its consumption within communities.
Although alcohol is considered a luxury item in Pakistan, high inflation and price hikes have affected all socioeconomic groups. Nonetheless, the primary audience for beer is young adults, who are more volatile to price changes and tax impositions.
Condé Nast ranked Pakistan one of the best holiday destinations, which benefited beer sales in the towards the end of the review period. As the state is expected to continue to encourage the development of hospitality and tourism, and as the security conditions continue to improve, the Pakistan Ministry of Tourism predicts strong increases in tourist traffic.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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