Open market distribution and the consumption of alcoholic drinks are prohibited for Muslims in Pakistan and Shariah-compliant legislations control sales via strict licensing requirements. Off-trade outlets operating legally in non-Muslim centric areas have traditionally led volume sales, whilst a few on-trade establishments catered to the limited consumer base of foreign tourists.
Pakistan mainly imports beer from the United Arab Emirates, Poland, the UK, Germany and The Netherlands. Since the COVID-19 lockdowns continued until mid-2020, most legal channels had low supplies, whilst the demand for beer continued to rise.
64% of Pakistan’s population is below the age of 30, which is amongst the largest young population in the world. The exposure to digital entertainment and remote employment has familiarised the youth in the country with products and experiences enjoyed abroad.
Condé Nast recently ranked Pakistan as one of the best holiday destinations, which has benefited beer sales in the country in 2021. The present regime continues to encourage the development of the hospitality and tourism sectors, and as the security conditions continue to improve, the Pakistan Ministry of Tourism expects tourist traffic to increase by 30% by 2030.
The World Economic Forum predicts that Pakistan may become the seventh largest consumer market in the world by 2030 with around 56-60 million Pakistanis aged under 30. Soft drinks sales expected to grow at a rate of 4.
Pakistan has experienced growing inflation over the last five years, with the rate steadily increasing to 9.5% in 2021, and it is expected to increase ahead of the global inflation rate.
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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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