Wine in Serbia

PROSPECTS

Low base and improving distribution benefit non-grape wine

The best performer in wine in Serbia in 2018 was non-grape wine. It benefited from two specific factors: a very low growth base and improving distribution.

Average unit price increases visibly

During 2018, the average unit price of wine grew above the country’s inflation rate. This was due to improved sales of premium products, which increased their overall share and consequently drove average unit price upwards.

Still red wine loses share

Even though still red wine lost share in total volume terms in 2018, it remained the biggest product type in wine in Serbia, just beating still white wine to the leading position. Still red wine is the most popular type of wine in Serbia not only because consumers like to drink it more than other types, but also due to the fact that still red wine is usually being purchased as a gift for many occasions, particularly for patron saint celebrations, which are important occasions in Serbia.

COMPETITIVE LANDSCAPE

Several new products launched by domestic player Rubin AD

Rubin AD was quite active in terms of new product launches during 2018. The producer introduced the redesigned 1-litre Rose within still rosé wine, then also launched Rose in a 0.

Products imported from Macedonia continue to dominate wine

Just as was the case throughout the review period, Macedonian wines continued to be the most popular wines in Serbia in 2018. This was mostly due to their good quality reputation, wide distribution network and what is perceived to be a favourable price-quality ratio.

No visible investments in private label wine lines

Private label remained very rare within Serbian wine in 2018. In fact, there was only one notable private label line in 2018 – Univerexport’s Dolina Vina.

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