On-trade sales of spirits saw a strong rebound in volume growth in 2021 as COVID-19 cases and restrictions tailed off. The fastest growing categories included other blended scotch whiskey, Irish whiskey and tequila/mezcal as these were among the most expensive spirits products that suffered heavily in 2021.
In 2021, spirits producers put the break on new product development with no new launches. Continuing the trend in 2020, producers instead focused on assuring good distribution of their existing products and overcoming the economic crisis.
In 2021, the law on excise duty changed and had a bigger impact on the spirits category which was most noticeable in the first half of the year. Previously, there had been three different taxes: one for spirits made from fruits, grapes and wine that had an excise of RSD136.
In 2022, on-trade volume sales of spirits are expected to record high growth rates in Serbia as the channel continues to recovery from the COVID-19 pandemic. Increased demand in foodservice establishments will help to drive on-trade sales back up to pre-pandemic levels in 2023, with Serbians tending to be social drinkers.
Categories which suffered greatly in 2020 due to their high unit prices – tequila (and mezcal), bourbon/other US whiskey, cream-based liqueurs and other blended Scotch whisky – are set to see the best performances in total volume terms over the forecast period due to their greater popularity among consumers. Consumers are anticipated to migrate towards other parts of spirits, particularly whiskies, which will see the strongest volume growth over the forecast period.
There were several private label ranges available in spirits over the review period, but this was reduced to just one in 2021. Private label ranges are not very popular in spirits or in alcoholic drinks in general in Serbia.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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