Pakistani brewery’s export return takes shape under new rules
The export approval granted to Murree Brewery in 2025 is now translating into early international shipments. Progress is cautious and closely tied to Pakistan’s wider economic constraints.
After almost 50 years without formal access to foreign markets, Murree Brewery has resumed exporting beer following a change to Pakistan’s export rules. As reported by NPR, the revision to policy in 2022 allows alcohol exports to countries outside the Organisation of Islamic Cooperation, which comprises 57 member states.
The designation does not amount to a blanket approval for all producers. Permissions are granted on a case-by-case basis and Murree has been required to secure a series of departmental clearances before shipping a single can.
History under restraint
Founded in 1860 to supply British troops and acquired by the Bhandara family in 1947, the brewery survived the nationwide prohibition imposed in 1977. Alcohol sales were restricted to non-Muslims and foreigners and exports were halted on the grounds that an Islamic country should not be seen trading in vice.
Murree continued operating domestically while lobbying successive governments for relief from the export ban. Those efforts spanned two generations of the owning family and decades of cautious negotiation.
First shipments abroad
The breakthrough came last year when the brewery was cleared to send beer to non-Muslim countries. The first shipment was dispatched to the UK in spring 2025 to test procedures, followed by consignments to Portugal and Japan.
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The drinks business reported earlier that exports are expected to build gradually over the next three to four years as Murree establishes itself in an oversupplied global beer market. For now, production remains focused on domestic demand with more than one million cans packaged each month at its Rawalpindi facility.
Economics over ideology
The government’s approval is widely attributed to financial pressure. Pakistan stands to collect foreign currency revenues from exports at a time of economic strain, while Murree faces limited growth at home, given that non-Muslims account for less than 4% of the population.
The brewery recorded its strongest year on record in 2025 with revenues exceeding US$100 million, despite competition from the Chinese-run Hui Coastal Brewery and distillery in Balochistan.
Non-alcoholic groundwork
Murree’s return to beer exports has been eased by an existing overseas footprint in alcohol free drinks. Since 2020, the company has exported malt beverages, juices and bottled water to more than a dozen countries. According to NPR, distributors in the UK and Japan already familiar with those products, were among the first to take the beer.
As reported by the drinks business, non alcoholic exports currently generate around US$30,000 per month and continue to outpace alcoholic shipments.
Proceeding with care
Despite the new designation, expansion will be restrained. Murree has stated that it does not intend to increase capacity aggressively or draw attention to its alcohol business within an Islamic republic.
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