Pakistan’s oldest brewery has received approval to export Alcohol for the first time in nearly 50 years. The decision signalled an important change in the country’s tightly regulated alcohol sector.
Murree Brewery, established in 1860 during British rule, has been allowed to restart alcohol exports after the government lifted a decades-long ban. This decision comes as Pakistan looks for new ways to earn foreign exchange amid severe economic stress. Pakistan’s economic condition is really bad, and Pakistan is in need of foreign exchange money to keep its economy running.
The company’s chief executive, Isphanyar Bhandara, who represents the third generation of the owning family, said the approval followed years of consistent effort. He called the decision emotional and meaningful, adding that both his father and grandfather had tried unsuccessfully to get export permission in the past.
Murree Brewery is located in Rawalpindi and operates in a high-security zone. Most importantly, it’s located directly opposite the official residence of Pakistan’s army chief, Asim Munir. The company generates more than $100 million in annual revenue. Notably, over half of this income comes from alcohol sales, while the rest is earned through soft drinks and bottle manufacturing.
Notably, Alcohol is a sin in Islam and Pakistan is an Islamic nation. The Pakistani government keep tight control over Alcohol to keep itself in line with Islamic law to get legitimation from the people.
However, the government itself looks in control of the Army under the new Army Chief, Asim Munir.
Alcohol production and sales in Pakistan remain heavily restricted and are legally permitted only for non-Muslim minorities and foreigners. However, illegal alcohol production continues across the country and has, at times, caused deaths due to toxic liquor.
Despite these constraints, Murree Brewery has continued operations and built a strong position in the domestic market. Earlier, before the export ban, the company supplied Alcohol to countries such as India, Afghanistan, Gulf nations, and the United States.
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Bhandara recalled that Murree once exported beer to Kabul, although he said such trade would be impossible under the current Taliban government. Meanwhile, he also expressed surprise when, in 2017, a Chinese-run brewery was allowed to produce Alcohol in Pakistan for Chinese workers involved in infrastructure projects. As a result, this development further motivated him to push for export rights for Murree Brewery.
The company has now started test shipments to Japan, Britain, and Portugal. According to Murree, the initial focus is not on profits but on understanding global markets and introducing the brand internationally. Since alcohol advertising is banned within Pakistan, foreign markets provide a rare opportunity for brand exposure.
Murree Brewery employs around 2,200 people and is now exploring export possibilities across Europe, Asia, and Africa as it enters a new chapter in its 165-year-long history.
