During the COVID-19 lockdown, the legal sales channels for alcoholic drinks were closed for the better part of the year. Very few foreign travellers were coming to the country and bars in high-end hotels were mostly closed.
Once flights resumed after the lifting of the COVID-19 lockdown, CPEC initiatives gathered speed. A large number of Chinese business travellers entered Pakistan in 2021, with many opting to stay in Pakistan, mostly in Lahore, Islamabad and Karachi.
Murree Brewery, the oldest and largest alcoholic drinks manufacturer in Pakistan, continued to lead spirits in in 2021 with a broad portfolio that covers all major categories including vodka, brandy, whisky, gin and rum. While the first three categories are favoured by the Chinese, tourists from the UK and Europe show a marked preference for gin.
The spirits category has occupied a relatively small share in the Pakistan market with little growth in recent years, but this is set to change from 2022, considering the category growth observed after COVID-19. Whilst sales of gin have plateaued in Western markets, demand has spiked in non-traditional markets, including Pakistan.
2022 will see the import of spirits plummet across Europe and Middle East as supply lines are disrupted due to the Russia-Ukraine conflict. Pakistan is mainly dependent on European countries and the UAE for its imported spirits, as well as key ingredients for domestic production.
Whilst Murree Brewery has been the key domestic producer, some competition has entered the spirits market in recent years. The lower prices of Quetta Distillery may continue to put pressure on Murree Brewery over the forecast period.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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