Pakistan’s Oldest Brewery Resumes Alcohol Exports

Why It Matters

The export licence breaks a half‑century export ban, allowing Murree Brewery to tap lucrative overseas markets and diversify away from a constrained domestic base. It signals a modest liberalisation of Pakistan’s alcohol policy, potentially reshaping the regional beverage landscape.

Key Takeaways

• Murree Brewery secured export license in 2025 after lobbying since 2021.
• First alcohol shipments go to UK, Japan, Thailand, Portugal.
• Export move diversifies revenue beyond domestic non‑alcoholic drinks.
• Historic brand revives pre‑1977 global distribution network.
• Export aligns with Pakistan’s growing non‑muslim consumer segment.

Pulse Analysis

Murree Brewery’s export breakthrough is a landmark for a company that dates back to the 1860s, when British colonials first set up a brewing operation in the hills of Murree. The brewery survived the 1977 prohibition imposed by Prime Minister Zulfikar Ali Bhutto and later tightened under General Zia‑ul‑Haq, which forced it to pivot to non‑alcoholic products for decades. By securing a licence in 2025, the firm is finally re‑entering the global beer market it once dominated, leveraging its heritage to appeal to niche consumers abroad.

The initial export destinations— the United Kingdom, Japan, Thailand and Portugal—reflect a strategic focus on mature beer‑drinking cultures and emerging markets with strong expatriate communities. These shipments allow Murree Brewery to generate foreign‑currency earnings and offset the limited domestic demand, which is confined to non‑Muslim minorities and tourists. The company is also using its existing distribution partners to rebuild a supply chain, a prudent step before scaling production for larger volumes. This diversification reduces reliance on volatile local sales and positions the brewery for sustainable growth.

Industry observers see the licence as a subtle shift in Pakistan’s regulatory stance toward alcohol, especially after a Chinese‑run distillery received similar permissions to serve overseas workers. While the country’s official policy remains prohibitive for its Muslim majority, the approval could encourage other niche producers to seek export avenues, potentially fostering a modest but profitable segment of the South Asian beverage sector. Investors will watch how quickly Murree can convert its historic brand equity into measurable market share abroad, setting a precedent for future liberalisation efforts.