Beer in Serbia

2020 IMPACT

Foodservice closures and reduced purchasing power have a negative impact on beer sales in 2020

In Serbia, beer sales grew faster in off-trade volume terms in 2020 than in previous years of the review period. This was the case due to increased at-home consumption as a result of the COVID-19 pandemic.

Apatinska Pivara reinforces its image as a socially responsible company with donations to help health workers and COVID-19 measures to protect its employees

Many companies across industries in Serbia stepped forward in 2020 to provide assistance beyond their core activities as people, especially health workers, faced the huge global challenge posed by the COVID-19 pandemic. Carlsberg was one such company.

With COVID-19 halting on-trade distribution, craft brewers turn to e-commerce in 2020

Craft beer, especially wheat beer, is increasingly popular in Serbia, although lager continued to dominate total volume sales of beer in 2020 as consumers remained quite conservative. Several of the biggest brands such as Zajecarsko have launched wheat beer products.

RECOVERY AND OPPORTUNITIES

Recovery of total volume sales expected in 2021 as on-trade establishments reopen

In 2021, off-trade volume sales of beer will continue to grow but at a lower rate than that seen in 2019, ie before the outbreak of COVID-19. Meanwhile, on-trade volume sales, driven by foodservice establishments reopening, are anticipated to grow strongly in 2021 in order to make up for the sluggish performance of 2020.

Sales of beer through e-commerce are likely to grow slowly in the forecast period

E-commerce recorded a visible increase in beer sales in 2020 that was stronger compared to 2019, but the channel remained fairly small, being relatively underdeveloped in Serbia. The improved offer of craft beers via e-commerce was unable to bring about stronger growth in 2020 due to the low share of craft beers in general.

Private label expected to grow as it gains increasing popularity and trust among cost-conscious consumers

Present in domestic economic lager mainly, private label has a quite low share within the overall beer category in Serbia, but it grew in 2020 thanks to higher demand for cheaper options due to the pandemic-induced economic crisis. The share of private label lines in beer will keep growing at a slow pace throughout the forecast period, as these ranges are gaining popularity and trust in general among Serbian consumers.