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Growing from a low base and finding its way to many new consumers thanks to better distribution, non-grape wine was the fastest-growing category in wine in Serbia during 2019. The most popular is blackberry wine, enjoying a strong reputation of being good for health, especially the blood and heart.
Still red wine remained 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 often purchased as a gift for many occasions, particularly for patron saint celebrations, which are important in Serbia. Also, the notion that red wine, when consumed in small quantities, is good for cardio-vascular health is still widespread among Serbian consumers.
Small, sometimes family-owned wineries have become increasingly popular and were also very strong in terms of market share in Serbia over the review period. The trend continued in 2019, and an interesting new player that has appeared at several wine fairs in 2019 was Eden Vinarija from Ranilovici.
On-trade volume sales of wine are expected to fall by 29% in 2020 in light of the impact of COVID-19. This compares to an expected 5% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.
Many consumers have seen their purchasing power severely affected by the COVID-19 crisis, with salaries cut significantly, leading to the prioritisation of spending. With the closure of hotels, restaurants and bars, the on-trade consumption of wine declined significantly in Serbia in 2020.
Wine sales in Serbia are set to recover with sizes returning to 2019’s normal by 2021. Constrained purchasing power going forward should drive off-trade sales of wine where prices are much cheaper than those in the on-trade channel.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Wine industry in Serbia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Wine industry in Serbia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Wine in Serbia market research report includes:
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Why buy this report?
This industry report originates from Passport, our Alcoholic Drinks market research database.
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.