Murree Brewery, established in 1860 by British colonial rulers to supply beer to their troops, is desperately looking for business overseas to hedge against its uncertain domestic market.
Prohibition was imposed in Pakistan in 1977, and non-Muslims and foreigners must obtain a government permit to purchase alcohol at designated retailers, mainly upscale hotels.
It also produces a line of juices and non-alcoholic drinks, but is prohibited from advertising its beer, whisky, gin and other liquor products.
Relying on word of mouth and an influx of thirsty diplomats and foreign investors, annual alcohol sales have grown an average of 20 percent over the past five years, reaching $26.8 million in the 2012 financial year.
The company's stock is up 175 percent so far this year, trading at 160 rupees on November 13, far outpacing the 42 percent rise in the Karachi Stock Exchange benchmark 100-share index.
Despite its strong sales, the company's net profit after taxes rose a mere 1 percent year-on-year to 525 million Pakistan rupees for the year ended June 30, due to an increase in alcohol taxes and rising labour costs.
Image: The ruins of the Murree's Ghora Galli brewery.
Image Courtesy: Flickr Commons