Liquor Forbidden in Islam, but Legal for Dollars? Pakistan Ends 50-Year Export Ban

Islamabad: Despite strict restrictions on alcohol in Pakistan, a decision has been taken that has caught everyone's attention. After almost 50 years, Murree Brewery, the country's oldest liquor manufacturing company, has again gotten permission to sell liquor in the international market. This is the same brewery that was established during the British rule, i.e. in 1860 and is still running its business in Rawalpindi.

Why is this decision important?

Pakistan is a Muslim-majority country, where making and selling alcohol is generally prohibited. The legal sale of liquor here is limited only to religious minorities and foreigners. Despite this, Murree Brewery has somehow continued its operations. Now lifting the ban on exports is not only being considered a business decision, but it is also being linked to Pakistan's poor economic condition and shortage of foreign exchange.

What is the owner's reaction? 

Company owner Isfanyar Bhandara, whose family is in the third generation, calls the permission an emotional victory. He says that his grandfather and father also tried to get permission to export liquor but could not succeed. Recalling the past, Bhandara also said that in 2017, when a Chinese company was given permission to manufacture liquor, he was shocked because he had been waiting for this approval for decades.

How much business does the company do every year?

The location of Murree Brewery in Rawalpindi is also a matter of discussion, as it is exactly where the official residence of Pakistan Army Chief Asim Munir is located. There is tight security in the area at all times, yet this brewery's ability to survive with a growing business is remarkable. The company's annual revenue is said to exceed $100 million, with nearly half of that revenue coming from liquor. The remaining income comes from the business of non-alcoholic drinks and bottle manufacturing.

To which countries did the company send products?

Before the ban on exports, this company used to send its products to India, Afghanistan, Gulf countries and America. Now after the road is opened again, the company has started sending test shipments to Japan, Britain, and Portugal.

Do the difficulties still persist?

There is a ban on liquor-related advertising and promotion within Pakistan; hence, the company cannot do domestic brand promotion. The brewery is now considering it not as a challenge but as an opportunity to present its brand abroad. The company, with approximately 2,200 employees, is now exploring new markets in Europe, Asia and Africa.

What will be the effect of the decision?

Lifting the ban on liquor export in Pakistan is not a simple decision. This is a glimpse of that era, where economic compulsions, the open market, and the limitations of old rules are colliding with each other. This approval may be a new beginning for Murree Brewery, but the decision also indicates the ongoing conflict within Pakistan's policies and society.