Rawalpindi, July 4, 2025 —
In a country where alcohol sales are largely banned, Pakistan’s oldest and largest brewery is making headlines by moving into a completely different market: non-alcoholic beverages.
A Historic Brand Facing Modern Challenges
Murree Brewery, established in 1860 during British rule, has long been a curious part of Pakistan’s business landscape. Despite alcohol being prohibited for Muslims in the country, the brewery has maintained operations by selling to non-Muslims and exporting. However, limited demand, regulatory pressures, and high taxation have forced the company to explore new avenues.
Strategic Shift Toward Soft Drinks
CEO Isphanyar Bhandara recently confirmed the company’s pivot toward soft drinks, energy beverages, and milk-based drinks.
“We cannot rely on alcohol anymore. That market is too restricted. So, we’re expanding into non-alcoholic segments, particularly where young consumers are showing rising demand,” said Bhandara.
With over 60% of Pakistan’s population under the age of 30, the demand for locally produced, affordable, and diverse beverage options is increasing rapidly.
Why It Matters
- Diversification = Survival: In a restricted market, diversifying into soft drinks helps the company remain relevant.
- Local Competition: While international brands dominate, Murree’s local identity gives it a competitive edge.
- Youth-Focused Strategy: Targeting the young population with trendy, healthier drink options could help the brand tap into a booming sector.
Future Plans
Murree Brewery plans to launch a range of new products, expand its marketing campaigns, and develop a stronger distribution network nationwide. Their aim is to compete directly with international brands by offering quality alternatives made in Pakistan.
Summary
Murree Brewery’s move from alcoholic products to soft drinks isn’t just a business decision—it’s a bold adaptation to survive and thrive in a market where laws, religion, and demographics are all in play. With innovation and local insight, it may become a leader in Pakistan’s non-alcoholic beverage industry.
