Beer in Serbia

PRE-COVID-19 PERFORMANCE

Lager dominates, but rising popularity of craft beer in 2019

Lager continued to dominate total volume sales of beer in Serbia in 2019. Its share declined slightly over the review period due to the growing popularity of craft beer and especially wheat beer (as several of the biggest brands such as Zajecarsko launched wheat beer products), but consumers remained quite conservative in general and this is also not expected to change significantly over the forecast period.

Further strong growth of non-alcoholic beer

Non-alcoholic beer recorded the fastest total volume growth in 2019. Although this was in part due to it growing from a low base, another factor also influenced this strong growth – the recent entry of Heineken 0.

Socially responsible Apatinska Pivara Apatin maintains its lead in 2019

Apatinska Pivara Apatin continued to lead beer in 2019, investing in its “Kad pijem ne vozim” (when I drink, I don’t drive) campaign in the year and thereby strengthening its reputation as a socially responsible company. It first participated in the country’s largest car show with this campaign in March 2019, and then in May 2019 the company organised a two-day safe driving training session for young drivers.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of beer are expected to fall by 26% in 2020 in light of the impact of COVID-19. This compares to an expected 4% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Affected products within beer

Many consumers have seen their purchasing power severely affected by the COVID-19 crisis, with salaries cut significantly, leading to the prioritisation of spending. With the closure of hotels, restaurants and bars, the on-trade consumption of beer declined significantly in Serbia in 2020.

Recovery and opportunities

Sales of beer in Serbia are set to recover with sizes returning to 2019’s normal by 2021 and the total volume CAGR over the forecast period is expected to match that of the review period. Constrained purchasing power going forward should drive off-trade sales of beer where prices are much cheaper than those in the on-trade channel.

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