Project Scope

Horwath HTL, in collaboration with the Association of Winemakers and Winegrowers of Serbia, developed a comprehensive strategy and marketing plan for the Serbian winemaking and viticulture sector, spanning the period from 2020 to 2030. The project began with an in-depth sector performance analysis, which included field visits and interviews with nearly 50 winemakers and winegrowers to gather insights into the challenges and opportunities within the industry.

The analysis highlighted the sector’s strategic strongholds and provided the foundation for establishing a clear vision and strategic goals. These goals were further refined into key areas of intervention aimed at improving and expanding the Serbian wine industry. Each area of intervention was meticulously elaborated, with detailed measures outlining the necessary initiatives, activities, risks, and performance indicators. The strategy also included budget estimations and timelines for implementing these actions, as well as identifying the responsible entities for each measure.

In addition to the strategic planning, a detailed marketing plan was developed, outlining the promotion and positioning of Serbian wines in domestic and international markets. This plan included an estimation of marketing budgets for the next decade, ensuring that the sector’s growth could be effectively supported through targeted campaigns.

The resulting strategy and marketing plan contained an actionable roadmap, with clearly defined performance indicators and milestones to ensure the successful implementation and long-term sustainability of the Serbian winemaking and viticulture sector.

موقع المشروع

Belgrade, Serbia