Pakistan’s oldest and largest brewery, Murree Brewery, is preparing to expand operations after receiving approval to export its products, ending a ban that had been in place for nearly five decades.
Founded in 1860 to serve British soldiers and colonial communities during the Raj, Murree Brewery has operated through decades of strict regulation and social opposition to become one of the country’s most recognised companies. Its production facility, once located in the hills near Islamabad, is now based in Rawalpindi.
Calling the development a “milestone”, Managing Director Isphanyar Bhandara said the export approval followed years of effort by his family. “My grandfather and late father tried to get the export licence but couldn’t,” he told AFP, attributing the difficulty to Pakistan’s status as an Islamic country.
Bhandara said he was surprised in 2017 when a Chinese-operated brewery, Hui Coastal Brewery and Distillery, was granted permission to produce beer in Pakistan, primarily for Chinese nationals working on infrastructure projects. Following that decision, Murree began lobbying authorities to lift the export restriction.
The company’s revenue exceeded $100 million in the fiscal year that concluded in June. Just over half of total earnings came from the production of glass bottles and non-alcoholic drinks.
Murree had sold its goods in the US, Afghanistan, India, and a number of Gulf states prior to the export ban.Bhandara noted that the company has already made limited shipments to Japan, the United Kingdom and Portugal as it tests international markets.
“At this stage, the focus is not on revenue but on understanding new markets,” he said. The company, which employs around 2,200 people, is primarily targeting Europe, while also considering expansion into Asian and African markets.
Bhandara said exporting could allow Murree to highlight its history and brand identity abroad, something not possible domestically due to advertising restrictions. “We are not allowed to advertise, so we keep our heads down and focus on making a good product,” he said.