Murree Brewery's Bold Export Move: Leveraging History, Navigating Challenges

Murree Brewery, Pakistan's sole locally-owned brewery, begins alcohol exports despite domestic bans for its Muslim majority population. Pivoting to non-Islamic countries, their export market now includes the UK, Japan, Portugal, and Thailand. Founded in the 1860s, Murree Brewery, headed by Isphanyar Bhandara, seeks to expand revenue through strategic partnerships.

In a surprising leap for a country where alcohol remains banned for the majority Muslim populace, Murree Brewery, Pakistan's only locally-owned brewery, has embarked on exporting alcoholic beverages. This audacious move targets non-Islamic countries including the UK, Japan, Portugal, and Thailand, according to the company's export manager, Rameez Shah.

Founded in the 1860s in then British India, Murree Brewery has a storied history of producing beer for British troops. Today, under the leadership of Isphanyar Bhandara, the company, historically focused on non-alcoholic exports, is revitalizing its production strategy following government approval in 2025.

The ban, enacted in 1977, curbed domestic sales to non-Muslims and international visitors. Now, leveraging its past export experience and longstanding non-alcoholic revenues, Murree Brewery seeks to set up an extensive network to enhance production capabilities and drive foreign revenue through strategic joint ventures.