Competitive Landscape
Olvi Oyj Gains Ground by Targeting Urban Adults with Innovation
The RTDs landscape in Serbia remained highly concentrated, with Vinoprodukt-Coka holding a 62% total volume share in 2025, despite a gradual decline. Vinoprodukt-Coka's dominance persists primarily due to its long-standing reputation as one of Serbia’s most recognised wine producers and the deep-rooted cultural acceptance of wine-based drinks among Serbian consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs 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 RTDs 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 RTDs 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 RTDs in Serbia?
- Where is consumer demand for RTDs 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?
Rtds in Serbia - Category analysis
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
Younger Urban Adults Drive Flavour Innovation and Premiumisation
Mindful Drinking and Wellness Reshape Consumption and Assortments
Olvi Oyj Gains Ground by Targeting Urban Adults with Innovation
Discounters Attract Price-Sensitive Shoppers with Affordable Formats
Urban Consumers Boost E-Commerce Growth with Demand for Variety and Convenience
Alcoholic Drinks in Serbia - Industry Overview
2025 Developments
Key Data Insights
Carlsberg Expands Appeal with 0.0% Radler and Vitamin Fortification
Prokupac Gains Global Recognition as Tourists Seek Authenticity
Steady Growth in Demand From Local Consumers and Visitors
Millennials and Generation Z Drive Bold Flavours and Nolo Acceptance
Company Activity Intensifies the Competition in Alcoholic Drinks
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
Country Reports Disclaimer
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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