A familiar aroma of malt and brewing yeast fills the air inside Pakistan’s oldest and largest brewery as it prepares for a new chapter in its long and often challenging history. Murree Brewery, founded in 1860 during British colonial rule, is gearing up for international expansion after receiving long-awaited approval to export its products abroad, ending a ban that had remained in place for nearly half a century.
Located in Rawalpindi, the red-brick facility hums with activity as bottles and cans move steadily along production lines. Established originally to serve British soldiers and the colonial population, Murree Brewery has survived political change, social opposition, and strict regulatory constraints to become one of Pakistan’s most recognised industrial names. Despite operating in a country where alcohol consumption is heavily restricted, the company has maintained steady growth and a diverse product portfolio.
“It’s a journey of a roller-coaster and resilience,” said Isphanyar Bhandara, Murree Brewery’s chief executive officer and the third generation of his family to lead the business, during an interview with AFP. He described the approval to export as a major milestone, noting that earlier generations of his family had attempted but failed to secure similar permission. According to Bhandara, the company’s previous efforts were unsuccessful largely due to Pakistan’s status as an Islamic country and the sensitivities surrounding alcohol production.
The breakthrough followed years of lobbying, particularly after Bhandara expressed surprise in 2017 when a Chinese-operated brewery was granted permission to brew beer in Pakistan, primarily to cater to Chinese nationals working on large infrastructure projects. That development, he said, prompted questions about regulatory consistency and encouraged renewed efforts to seek export approval for Murree Brewery.
Financially, the company has continued to perform strongly despite its limitations. Murree Brewery reported revenues exceeding $100 million in the fiscal year ending in June. Alcoholic beverages contributed just over half of total revenue, while non-alcoholic drinks and bottle manufacturing accounted for the remainder. With approximately 2,200 employees, the company remains a significant industrial employer and contributor to the local economy.
Before the export ban was imposed, Murree Brewery had supplied products to neighbouring markets such as India and Afghanistan, as well as to Gulf countries and even the United States. Bhandara recalled that exporting beer to Kabul now sounds unusual, but it was once part of the company’s international footprint. With the ban lifted, Murree has already initiated limited shipments to Japan, the United Kingdom, and Portugal as it tests distribution channels and assesses market demand.
According to Bhandara, the immediate goal is not aggressive revenue generation but market exploration. The company is studying opportunities in Europe, while also considering expansion into Asian and African markets. Exporting also offers Murree Brewery a rare chance to promote its long history and brand identity, something it cannot do domestically due to advertising restrictions.
Operating quietly at home has been a necessity for the brewery. Advertising alcoholic products is prohibited in Pakistan, limiting brand visibility within the local market. As a result, the company has focused on product quality and operational efficiency rather than promotion. International markets, however, may allow Murree to showcase its heritage and craftsmanship more openly.
The lifting of the export ban marks a significant moment not only for Murree Brewery but also for Pakistan’s broader manufacturing and export landscape. It highlights how legacy industries can adapt and persist despite regulatory and cultural challenges. As Murree Brewery cautiously steps onto the global stage, its journey reflects resilience, patience, and the evolving dynamics of Pakistan’s business environment.
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