Beer in Pakistan

32 pages, May 2016

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EXECUTIVE SUMMARY
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new edition and data extract FREE!
TRENDS
The consumption of alcoholic beer is banned for the Muslim majority in Pakistan, with
these in turn accounting for 97% of the population. However, some estimates place
Muslim consumption as accounting for around 90% of overall consumption in
alcoholic drinks. Illegal consumption by Muslims thus accounts for a large share of
overall beer consumption, with illicit purchases being fairly easy to make. Some onand off-trade outlets supply illicit suppliers, who also source beer from the nonMuslims who are permitted to buy these products.
COMPETITIVE LANDSCAPE
Murree Brewery clearly dominates beer sales, accounting for 85% total volume share
in 2015. The company benefits from being the only domestic producer of beer in the
country, while imports of beer other than non-alcoholic beer are largely banned. The
company's only competition is thus from global brands such as Tuborg in nonalcoholic beer and from the tiny quantities of beer imported via Diplomatic Bonded
Warehouses. The company meanwhile also benefits from offering a host of strong
and well-established brands, including domestic premium lager such as Murree's
Millennium Brew and domestic mid-priced lager such as Murree's Classic Lager.
PROSPECTS
Corruption levels remain high in Pakistan and law enforcement is often lax. While
there was a strong government clampdown on the illicit sales of alcoholic drinks in
2015, it thus seems likely that enforcement will soften once more in the forecast
period. Consequently, it seems likely that illicit sales of legal beer to Muslims will
rise, whether illegal sellers source their beer from non-Muslims selling on their
alcoholic drinks quotas or from unscrupulous on- or off-trade players.
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OVERVIEW
WHY BUY THIS REPORT?
Gain competitive intelligence about market leaders. Track key industry trends,
opportunities and threats. Inform your marketing, brand, strategy and market
development, sales and supply functions.
Samples (FAQs about samples):
Sample Beer Market Research Report
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Overview
Discover the latest market trends and uncover sources of future market growth for the Beer
industry in Pakistan with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive
threats with our detailed market analysis, and plan your corporate strategy with our expert
qualitative analysis and growth projections.
If you're in the Beer industry in Pakistan, our research will save you time and money while
empowering you to make informed, profitable decisions.
The Beer in Pakistan market research report includes:

Analysis of key supply-side and demand trends

Detailed segmentation of international and local products

Historic volumes and values, company and brand market volume shares

Five year forecasts of market trends and market growth

Production, imports by origin, exports by destination

Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Beer in Pakistan?

What are the major brands in Pakistan?

How has premium lager performed in the wake of the global recession, has it lost out to
economy lager as consumers traded down?

What are the most popular flavours within non-alcoholic beer?

What are the market opportunities for healthier beers like low calorie and/or low abv
beers?

Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol
beer?

Has the recession benefited domestic lager over imported lager?

Why buy this report?

Gain competitive intelligence about market leaders

Track key industry trends, opportunities and threats

Inform your marketing, brand, strategy and market development, sales and supply
functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Want to find out more about this report?

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TABLE OF CONTENTS
Beer in Pakistan - Category analysis
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
CATEGORY BACKGROUND
Lager price band methodology
Summary 1 Lager by Price Band 2015
Table 1 Number of Breweries 2010-2015

CATEGORY DATA
Table 2 Sales of Beer by Category: Total Volume 2010-2015
Table 3 Sales of Beer by Category: Total Value 2010-2015
Table 4 Sales of Beer by Category: % Total Volume Growth 2010-2015
Table 5 Sales of Beer by Category: % Total Value Growth 2010-2015
Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
Table 7 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
Table 10 GBO Company Shares of Beer: % Total Volume 2011-2015
Table 11 NBO Company Shares of Beer: % Total Volume 2011-2015
Table 12 LBN Brand Shares of Beer: % Total Volume 2012-2015

Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21

Production, Imports and Exports of Beer: Total Volume 2009-2014

Imports of Beer by Country of Origin: Total Volume 2009-2014
Imports of Beer by Country of Origin: Total Value 2009-2014
Exports of Beer by Country of Destination: Total Volume 2009-2014
Exports of Beer by Country of Destination: Total Value 2009-2014
Forecast Sales of Beer by Category: Total Volume 2015-2020
Forecast Sales of Beer by Category: Total Value 2015-2020
Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

Beer in Pakistan - Company Profiles

Carlsberg A/S in Alcoholic Drinks (Pakistan)
STRATEGIC DIRECTION
KEY FACTS
COMPETITIVE POSITIONING
Murree Brewery Co Ltd in Alcoholic Drinks (Pakistan)
STRATEGIC DIRECTION
KEY FACTS
COMPETITIVE POSITIONING
Summary 2
Summary 3
Summary 4
Summary 5
Summary 6

Carlsberg A/S: Key Facts

Carlsberg A/S: Competitive Position 2015
Murree Brewery Co Ltd: Key Facts
Murree Brewery Co Ltd: Operational Indicators
Murree Brewery Co Ltd: Competitive Position 2015

Alcoholic Drinks in Pakistan - Industry Overview

EXECUTIVE SUMMARY
2015 sales impacted by stricter sales controls
Rising disposable income levels encourage premiumisation
Murree Brewery further extends dominance and faces little competition
Distribution limited to small number of food/drink/tobacco specialists and hotels
Relaxed law enforcement supports strong forecast period growth

MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

Alcoholic Drinks in Pakistan - Industry Overview

EXECUTIVE SUMMARY
2015 sales impacted by stricter sales controls
Rising disposable income levels encourage premiumisation
Murree Brewery further extends dominance and faces little competition
Distribution limited to small number of food/drink/tobacco specialists and hotels
Relaxed law enforcement supports strong forecast period growth

MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

Alcoholic Drinks in Pakistan - Industry Overview

EXECUTIVE SUMMARY
2015 sales impacted by stricter sales controls
Rising disposable income levels encourage premiumisation
Murree Brewery further extends dominance and faces little competition
Distribution limited to small number of food/drink/tobacco specialists and hotels
Relaxed law enforcement supports strong forecast period growth

MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 22 Number of On-trade Establishments by Type 2010-2015

TAXATION AND DUTY LEVIES

Summary 7 Taxation and Duty Levies on Alcoholic Drinks 2015
Table 23 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories
2015
Table 24 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use
Wholesalers 2015
Table 25 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not
Use Wholesalers 2015

OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS
Table 26 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA
Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
2015
Table 34
Table 35
Table 36
Table 37
2015
Table 38
Table 39
Table 40
2020
Table 41
2020

Sales
Sales
Sales
Sales
Sales
Sales
Sales

of
of
of
of
of
of
of

Alcoholic
Alcoholic
Alcoholic
Alcoholic
Alcoholic
Alcoholic
Alcoholic

Drinks
Drinks
Drinks
Drinks
Drinks
Drinks
Drinks

by
by
by
by
by
by
by

Category: Total Volume 2010-2015

Category: Total Value 2010-2015
Category: % Total Volume Growth 2010-2015
Category: % Total Value Growth 2010-2015
Category by Off-trade vs On-trade: Volume 2015
Category by Off-trade vs On-trade: Value 2015
Category by Off-trade vs On-trade: % Volume

Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015

GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume
Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-

DEFINITIONS
Published data comparisons
National consumer expenditure

SOURCES
Summary 8 Research Sources