Craft beer witnessed strong volume growth in 2021 following a rebound in on-trade consumption as COVID-19 restrictions eased. Craft beer, especially wheat beer, is increasingly popular in Serbia, although lager is still the preferred option as consumers remain quite conservative.
Following a growing trend among alcoholic drinks players, category leader Apatinska Pivara continued to focus heavily on corporate social responsibility in 2021. Building on previous campaigns in 2020 to support health workers, in 2021 the company focused on environmental issues, which involved supporting the installation of 30 containers for glass recycling in the city of Varvarin and organising the collection of more than 800kg of packaging waste.
During 2021, Carlsberg Srbija started investing heavily in marketing its Lav Premium brand that was initially re-launched in 2019. The brand had lacked visibility in 2019 and 2020, but in 2021 Carlsberg ramped up its marketing activity including a TV commercial, outdoor billboard ads, digital marketing and a variety of point-of-sale promotions.
Economy and mid-priced lager beer brands are anticipated to remain the most popular choices for Serbians however, premium lager is set to record the highest volume CAGR growth in the forecast period as consumers trade up. This will largely be driven by strong growth in on-trade volume sales, where premium beer has a strong presence, although the off-trade will also see a notable rise in volume sales.
In the off-trade, the distribution of beer in Serbia will see a further decline in independent small grocers as consumers switch to modern grocery channels. This is part of a broader retailing modernisation trend, which is gradually reshaping the country’s retailing landscape by favouring larger and modern retailing outlets.
Craft beer is expected to witness significant growth over the forecast period, although growing from a relatively small base. Since the category is largely underdeveloped there is significant room for growth.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Beer 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.
If you're in the Beer 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
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!