The wine category continued to feel the impact of the COVID-19 pandemic in 2021, although with positive effect as volume sales growth returned. Off-trade volume growth decelerated in 2021 as consumers switched back to the on-trade amid a relaxation of COVID-19 restrictions.
In 2021, the production of organic wine accelerated in Serbia, with a Serbian winery winning an award for the best organic wine in the Balkans. Organic products have been steadily growing in popularity in Serbia over the review period as more wine drinkers seek out healthier options.
Overall, there was a limited amount of product development in the wine category in 2021. Vino Župa attempted to strengthen its position in wine during 2021 with the launch of the Zmajeva Krv brand in February 2021 and also the Kuvano Vino mulled wine in October 2020.
Wine drinking is simply not that widespread among Serbians, with most consumers more accustomed to drinking spirits or beer. Nevertheless, the wine category faces strong growth prospects both in volume and value terms in the forecast period.
Wine is one of rare categories in overall alcoholic drinks with a notable presence of private label ranges from multiple retailers. This is largely due to the increasing number of local wineries and the rising popularity of locally produced wines in Serbia.
Growing from a low-base and benefiting from being a healthier choice, non-grape wine is set to see the highest volume CAGR in the on-trade, and will be among the fastest in the off-trade during the forecast period. Producers are expected to make new launches within the category attracting a younger audience, in particular, female consumers.
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Understand the latest market trends and future growth opportunities for the Wine industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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