Pakistan to Export Alcohol After 50 Years, Historic Win for Mari Brewery

ISLAMABAD/RAVALPINDI: Pakistan’s oldest and largest alcohol producer, Mari Brewery, has achieved a landmark success: after more than 50 years of domestic restrictions, the company has received approval to export its products abroad. The announcement has boosted production at the brewery’s factory near Rawalpindi, an unusual sight in a Muslim-majority country where the sale, purchase, and consumption of alcohol are heavily restricted.

A Legacy of Resilience
Mari Brewery was established in 1860 during British India to cater to colonial officers and soldiers. Following the creation of Pakistan in 1947, the government introduced stringent regulations on alcohol, particularly during Zulfikar Bhutto’s era. Despite decades of legal constraints, the brewery survived, maintaining a niche elite customer base and building a reputation as Pakistan’s premier alcoholic beverage brand.

Parsi Family at the Helm
The brewery is currently run by Isfanyar Bhandara, representing the third generation of his family in the business. Hailing from Pakistan’s small but influential Parsi community, Bhandara also serves as a member of the National Assembly. He describes the export approval as a milestone, one that his father and grandfather had long pursued without success. Years of persistent lobbying and effort finally yielded this historic breakthrough.

Strategic Location
The brewery’s red-brick factory, originally located in the hills outside Islamabad, now operates near Rawalpindi, close to the residence of Army Chief Asim Munir—one of the country’s most highly secured areas. The factory has ramped up production in anticipation of tapping into international markets.

A Secretive Affair with Alcohol
Pakistani columnist and political commentator Fasi Zaka describes the nation’s relationship with alcohol as “like a secret lover.” While banned for Muslims, alcohol consumption remains widespread and discreet across the country. Before the export ban, Mari Brewery supplied products to neighboring India and Afghanistan, as well as the Gulf countries and the United States.

Looking Beyond Revenue
Bhandara emphasizes that the company’s current focus is not merely revenue generation but establishing a presence in global markets. With a workforce of 2,200 employees, Mari Brewery aims to quietly expand its brand while adhering to Pakistan’s strict advertising restrictions.

Historic Significance
Named after the hilly town of Mari, the brewery produces a variety of alcoholic and non-alcoholic beverages, including beer, whiskey, vodka, and juices. It stands as one of Asia’s oldest alcohol producers and a rare example of sustained commercial success in a nation where alcohol remains illegal for the majority of the population. With only around 9 million Pakistanis legally permitted to purchase alcohol, the company’s venture into exports marks a historic new chapter.