Wine in Serbia

PROSPECTS

Improved economic conditions and a wider offer lead to unit price growth

Many Serbian consumers benefited from the general improvement in economic conditions during 2017, as the country recorded healthy real GDP growth. This encouraged some consumers to spend more on wine in order to purchase superior quality products.

Non-grape wine posts strong total volume growth in 2017

Non-grape wine registered the fastest increase in total volume sales from a low base in 2017. Improved economic conditions, leading to higher disposable incomes, and the wider distribution of these products boosted sales significantly.

Still red wine and still white wine remain the most popular choices

Still red wine and still white wine continued to dominate total volume sales in 2017. These wines are traditionally home-made and this practice continues in Serbia.

COMPETITIVE LANDSCAPE

Wine sees very few new product launches in 2017

Very few new product launches were observed in wine in 2017. However, one significant release was Smederevka economy still white wine by Rubin in April 2017.

Private label remains negligible

Private label products became slightly more popular choice in wine in 2017, although its volume share remained very weak to negligible. Nonetheless, consumers can choose wines from several private label lines, with Univerexport’s Dolina Vina among the most recognised and popular options.

Macedonian wines lure Serbian consumers

The most popular wine brands in Serbia are imported from Macedonia. These brands usually fall into the economy and standard segments in terms of price; and they also have a good reputation for quality products.

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