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2025 Developments
Alcoholic drinks in Serbia demonstrated resilience in 2025, with steady total volume growth, outpacing more mature Eastern European markets, while also reflecting a shift towards greater value and premiumisation as real GDP increased by 2%. This environment is attractive for both established and new entrants due to the interplay of economic recovery, growing consumer spending, and strong demand from both domestic shoppers and tourists seeking authenticity and provenance. Key drivers include the rapid adoption of non/low alcohol options, premium local products, and private label innovation, with beer maintaining its dominance but facing intensifying competition from fast-growing categories like cider/perry. Brands seeking success must balance tradition and innovation, prioritising advanced product development, strong digital and discounter channel presence, and targeted launches that resonate with health-conscious and younger adult consumers. Companies that leverage sustainability, provenance storytelling, and the ability to offer credible alcohol-free and functional products are best positioned to capture growth as the market becomes increasingly polarised between premium and value tiers.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Serbia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Serbia?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Serbia?
- How are products distributed in Serbia?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Serbia
2025 Developments
Key Data Insights
Carlsberg Expands Appeal with 0.0% Radler and Vitamin Fortification
Chart 1 Carlsberg Launches Its First 0.0% Radler
Prokupac Gains Global Recognition as Tourists Seek Authenticity
Chart 2 Volume Sales 2020-2030
Chart 3 Volume Sales by Category 2025
Steady Growth in Demand From Local Consumers and Visitors
Millennials and Generation Z Drive Bold Flavours and Nolo Acceptance
Chart 4 Forecast Volume Sales 2020-2030
Chart 5 Forecast Volume Sales by Category 2025-2030
Company Activity Intensifies the Competition in Alcoholic Drinks
Chart 6 Company Shares 2025
Chart 7 Brand Shares 2025
Discounters Use Premium Private Label, Modern Packaging and Lower Prices to Gain a Competitive Edge
E-Commerce Accelerates as Digital Visibility and Exclusives Drive Adoption
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 8 Economic Context for Alcoholic Drinks
Chart 9 Real GDP Growth 2020-2030
Chart 10 Inflation 2020-2030
Chart 11 Consumer Context for Alcoholic Drinks
Chart 12 Population 2020-2030
Chart 13 Population by Generation 2025
Beer in Serbia
Key Data Insights
Beer Summary
Smaller Pack Sizes Drive Value Growth
New Flavours and Nolo Launches Add Dynamism to Beer
Carlsberg and Heineken Retain Loyalty by Adapting to New Consumption Occasions
Chart 14 Heineken Adopts Small Bottles for Cost and Loyalty Reasons
Chart 15 Volume Sales 2020-2030
Chart 16 Volume Sales by Category 2025
Health- and Price-Conscious Consumers to Shift Preferences and Fuel Volume Growth
Flavoured and Non Alcoholic Launches Attract New Drinkers and Accelerate Growth Opportunities
Chart 17 Forecast Volume Sales 2020-2030
Chart 18 Forecast Volume Sales by Category 2025-2030
Apatinska Pivara Apatin Drives Loyalty with Sustainable Innovation and Brand Strength
Chart 19 Company Shares 2025
Chart 20 Brand Shares 2025
Discounters and Fast Delivery Platforms Reshape Consumer Expectations
Chart 21 Economic Context for Beer
Chart 22 Real GDP Growth 2020-2030
Chart 23 Inflation 2020-2030
Chart 24 Consumer Context for Beer
Chart 25 Population 2020-2030
Chart 26 Population by Generation 2025
Cider/Perry in Serbia
Key Data Insights
Cider/Perry Summary
Cider/Perry Surges into the Mainstream
Apatinska Pivara Apatin Leverages Heritage to Drive Premium Cider Sales
Chart 27 Aspall Now Produced in Apatin
Somersby’S Can Packaging Targets Urban Consumers Seeking Sustainability and Convenience
Chart 28 Volume Sales 2020-2030
Chart 29 Volume Sales by Category 2025
Producers Expand Flavour and Non Alcoholic Lines to Attract Urban Young Adults
Chart 30 Forecast Volume Sales 2020-2030
Chart 31 Forecast Volume Sales by Category 2025-2030
Carlsberg Drives Appeal among Young Adults as Heineken Gains Share with a Retail Focus
Chart 32 Company Shares 2025
Chart 33 Brand Shares 2025
Discounters Accelerate Growth as Price-Sensitivity Intensifies
Digital Platforms Reshape Shopping Habits with Premium and Niche Offerings
Chart 34 Economic Context for Cider/Perry
Chart 35 Real GDP Growth 2020-2030
Chart 36 Inflation 2020-2030
Chart 37 Consumer Context for Cider/Perry
Chart 38 Population 2020-2030
Chart 39 Population by Generation 2025
Rtds in Serbia
Key Data Insights
Rtds Summary
Consumers Look for Both Premium and Lower-Priced Rtds
Wine-Based Rtds Lead Volume Sales as New Launches Fuel Premium Experiences
Dana Appeals to Mindful Drinkers and Reshapes Consumption Rituals
Chart 40 Dana Appeals to Mindful Consumers
Chart 41 Volume Sales 2020-2030
Chart 42 Volume Sales by Category 2025
Younger Urban Adults Drive Flavour Innovation and Premiumisation
Mindful Drinking and Wellness Reshape Consumption and Assortments
Chart 43 Forecast Volume Sales 2020-2030
Chart 44 Forecast Volume Sales by Category 2025-2030
Olvi Oyj Gains Ground by Targeting Urban Adults with Innovation
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Discounters Attract Price-Sensitive Shoppers with Affordable Formats
Urban Consumers Boost E-Commerce Growth with Demand for Variety and Convenience
Chart 47 Economic Context for Rtds
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in Serbia
Key Data Insights
Spirits Summary
Price-Sensitive Drinkers Look to Affordable Brands and Private Label
Pevac Cellar Wins Loyalty by Championing Heritage and Craftsmanship
Younger Adults Fuel Flavour Innovation and Fragmentation
Chart 53 Assortments of Pink Gin Grow in Serbia
Chart 54 Volume Sales 2020-2030
Chart 55 Volume Sales by Category 2025
Discounters Attract Cost-Conscious Shoppers with Affordable Vodkas and Brandies
Fruit-Infused Spirits Capture Young Urban Adult Consumers and Drive Sales
Producers Embrace Digital Channels to Boost Transparency and Trust
Chart 56 Forecast Volume Sales 2020-2030
Chart 57 Forecast Volume Sales by Category 2025-2030
Swisslion Takovo Leverages Heritage to Sustain Leadership
Chart 58 Company Shares 2025
Chart 59 Brand Shares 2025
Discounters Make Gains through Affordable Premium Spirits and Private Label Innovation
Online Platforms Expand Reach by Combining Price Transparency and Premium Accessibility
Chart 60 Economic Context for Spirits
Chart 61 Real GDP Growth 2020-2030
Chart 62 Inflation 2020-2030
Chart 63 Consumer Context for Spirits
Chart 64 Population 2020-2030
Chart 65 Population by Generation 2025
Wine in Serbia
Key Data Insights
Wine Summary
Montelliana’S Mini Format Answers the Demand for Convenience and Value
Chart 66 Montelliana Prosecco Extra Dry Available in a 200Ml Bottle
Prokupac Drives Heritage-Led Growth as Tradition Attracts New Buyers
Tagua’S Accessible Premium Cues Encourage Trade-Up Despite Price Pressures
Chart 67 Volume Sales 2020-2030
Chart 68 Volume Sales by Category 2025
Tourism and Heritage-Focused Wineries Attract Premium Buyers and Boost Direct Sales
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Aleksandrovic and Boutique Wineries Shape Premium-Led Competition
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Discounters Capture Value-Focused Buyers with Expanded Wine Ranges
E-Commerce Reshapes Wine Sales as Digital Convenience Takes Hold
Chart 73 Economic Context for Wine
Chart 74 Real GDP Growth 2020-2030
Chart 75 Inflation 2020-2030
Chart 76 Consumer Context for Wine
Chart 77 Population 2020-2030
Chart 78 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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