In Rawalpindi, Pakistan, Murree Brewery produces over a million cans of beer every month. While alcohol is largely banned for the Muslim majority in Pakistan, liquor does find its way into the market. Founded during British colonial rule, Murree Brewery is Pakistan’s oldest brewery and has seen significant changes over the years.
The brewery, acquired by the Bhandara family in 1947, navigated a tough prohibition imposed in 1977. Back then, the government restricted alcohol sales, and Murree Brewery could only sell to non-Muslims. Recently, after nearly 50 years, exports have resumed due to a shift in government regulations. This allows products to ship to countries outside the Organisation of Islamic Cooperation, a group of 57 predominantly Muslim nations.
Isphanyar Bhandara, the brewery’s CEO, attributes the export success to Pakistan’s economic needs, explaining, “The government benefits if we export.” With around 9 million non-Muslims in a nation of 250 million, local demand for alcoholic products is limited. The brewery is now focusing on markets beyond Pakistan, including the United States and Canada.
Interestingly, Murree Brewery’s progression reflects a broader cultural context. Following the 2022 policy change, the brewery sent its first shipment of beer to the UK and then to Portugal and Japan. The company’s history is also tied to the resilience shown by the Bhandara family in navigating regulatory hurdles and market conditions.
Experts note that Murree Brewery’s continued success relies on strategic foresight. Ali Akbar Khan, an author familiar with the brewery’s history, pointed out, “They’re very shrewd businessmen.” This adaptability has allowed Murree to overcome challenges and innovate by branching into non-alcoholic options, like juices and malt drinks, further broadening their export landscape.
Bhandara is conscious of the need to balance growth with cultural sensitivities. As he reflects on future ambitions, he conveys a commitment to operate responsibly within the context of an Islamic country. The recent growth and insights certainly position Murree Brewery as a remarkable case study in navigating a complex market. Their journey illustrates not only the challenges and evolution of alcohol production in Pakistan but also a unique intersection of culture, economics, and entrepreneurial spirit.
