Rakija on the Rise: Serbia Sets New Records and Definitions at Spirits Selection
Speaking on November 26, 2025, at the Serbian Chamber of Commerce, our Director Ulric Nijs highlighted a defining moment for the Balkans: Serbia has become the engine behind the growth of the region’s participation in the competition.
A Record-Breaking Year
The 2025 edition of the Spirits Selection marked a historic milestone for Serbian spirits. The country reached 73 entries, the highest participation ever recorded from the nation. This drive and ambition have solidified Serbia’s status as a leader in the region.
The results confirm this leadership, with Serbian producers earning a total of 27 medals this year, including:
-
3 Grand Gold Medals
-
1 Revelation
-
13 Gold Medals
-
10 Silver Medals.
You can find the full list here
These results are not a matter of luck but the outcome of investment, discipline, and a genuine commitment to quality. Within the Spirits Selection jury, Serbia is now recognized as one of the most reliable and exciting countries for fruit distillates.
Navigating a Challenging Landscape
While these successes are cause for celebration, the address delivered on November 26 stressed the need to be realistic about the future. The year 2026 is expected to be turbulent for the global spirits industry due to slowing consumption, uncertain trade conditions, and unstable supply chains. Additionally, consumer behavior is shifting toward low-alcohol and functional drinks, while regulations across Europe are tightening.
This combination of factors will test the resilience of producers worldwide, making Serbia’s current momentum crucial.
From Marketing to Heritage
To navigate these challenges, the speech emphasized that unity is essential. When a single brand communicates alone, it is marketing; however, when many brands communicate together with one shared story and identity, it becomes heritage. Today’s consumers are actively seeking this authenticity, origin, and continuity.
Serbia possesses all the necessary ingredients: a strong technical tradition, exceptional raw material quality, and a cultural product with a clear identity. However, the full value of rakija will only be realized when the industry chooses to speak as one, transforming collaboration into a competitive advantage.
New Categories for a World-Class Spirit
The progress of Serbian producers is also driving the evolution of the Spirits Selection itself17. Rakija is no longer viewed as a niche category but as one of the competition’s most important and dynamic segments.
To honor this identity, the competition is refining its classification:
-
In 2025: A dedicated flight of Travarica was introduced for the first time.
-
In 2026: Klekovača will be added as a standalone category in both the judging process and the Spirits Guidelines
These are not merely cosmetic changes; they reflect the need to represent rakija accurately and professionally on the international stage.
A Vision for the Future
Rakija is neither “emerging” nor “exotic”; it is a serious, world-class spirit. A new generation of Serbian distillers – better trained and committed to excellence is leading this transformation.
As the global industry faces instability in 2026, Serbia enters the year with credibility and a strong identity. It is a powerful position that proves what can be achieved when an industry works with purpose.
