At a time when store shelves are dominated by global brands, Podgoričko Pivo has shown that a local story can find its place and win over consumers without large systems behind it. The ingredients are always the finest Bavarian organic barley malt, noble German and Czech hop varieties, and, of course, water from Mareza — lightly mineralized and giving the beer its distinctive character.
There are brands we consume, and there are brands we feel belong to us. For me, Podgoričko Pivo has always belonged to the latter category. Not only because of its taste, but because of the idea that a city can have a product that reflects its character—straightforward, honest, a little stubborn, and always authentic. At a time when global brands dominate store shelves, Podgoričko Pivo has proven that a local story can win over consumers without the backing of major systems.
That is why this conversation with Aleksandar Đurović is much more than a story about beer. It is a story about entrepreneurship, faith in one’s own idea, love for one’s city, and the courage to take a path that almost nobody had taken before. And it is precisely from such stories that lasting brands are born.
“I decided to make beer for myself and my friends the moment I grew tired of industrial beers. What was available on the market simply didn’t satisfy me as a passionate beer lover. Through my travels, I had the opportunity to taste various styles of beer, but both then and now, the beers I enjoy most are those brewed according to German and Czech traditions,” says Đurović.
“My fellow enthusiasts had already started producing craft beer in Montenegro, which was an important step in the development of our local craft brewing scene. For the first time, we had the opportunity to try something that wasn’t mainstream. That was the beginning of the beer revolution—quietly, without much fanfare, but with effects that are very visible today,” he adds.
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The idea for Podgorička Pivara was born in 2009 when Đurović visited the craft brewery “Corfu Beer” on the island of Corfu and realized that excellent beer could be produced in small-scale craft breweries. The beer received its name three years later when he acquired his first brewing equipment. Brewing began in 2015, and commercial sales officially started on Montenegro’s Independence Day in 2018.
“Podgoričko Beer is made according to recipes from brewing masters in Bamberg, Prague, Pilsen, Vienna… We will learn as well.”
Đurović says they are constantly searching for new, natural, and delicate flavors. Their dedication to quality craft brewing has so far resulted in eight labels: Plavo, Svijetlo, Crveno, Crno, Zlatno, BezGlutensko (Gluten Free), Crazy Bionda Ale, and Saazer.
Regional trends show that younger consumers increasingly seek premium products, authentic local brands, unfiltered and specialty beers, as well as unique seasonal styles. All of these beers emphasize the producer’s expertise and the story behind the product.
This is precisely the space where craft breweries can grow, because they cannot compete with large industrial systems on price, but rather on quality, authenticity, and identity.
What all Podgoričko beers have in common is that they are produced according to the German Beer Purity Law. The ingredients are always the finest Bavarian barley malt and noble German and Czech hop varieties. And, of course, the water comes from Mareza. All beers have been analyzed by CETI – the Center for Ecotoxicological Research.
“We consider ourselves passionate beer drinkers,” says Đurović proudly, emphasizing that his wish is for all of us to take pride in domestic beers.
For a country with more than two million tourist overnight stays annually, craft beer is becoming an increasingly important part of the tourism offering. It is impossible to imagine gastro-tourism, beer festivals, brewery tours, or authentic culinary experiences without featuring local products in hotels, restaurants, and even family-run establishments.
Đurović says he is often contacted by foreigners visiting Podgorica who want to tour the brewery and taste the beer. They tend to have a much stronger appreciation for authentic local products than the local population. However, that is slowly changing.
A serious wave of craft breweries over the past decade has produced brands such as “Paun,” “Mamut,” “Akademija,” and others. The main challenges for craft breweries remain limited state support and protection, as well as pressure from large breweries that use exclusivity agreements to encourage hospitality venues to offer only beers from their portfolios.
“That is something we fight every day, but progress is visible. I am confident that after Montenegro joins the EU, the market will be better regulated and we will have a fair competitive environment, along with the opportunity to see our beers available in a larger number of establishments,” says Đurović.
At the end of our visit, Đurović surprised us with an unusual drink.
Podgorički Aperol is a cocktail born from a moment of inspiration. We will not reveal all the details, but we highly recommend visiting Tapateo, Blues Bar, or Džada and trying it for yourself.
This combination of beer, Aperol, and sparkling wine offers a completely new dimension of refreshment during the long summer days in Podgorica.
Take our word for it!
THE FIRST MONTENEGRIN GLUTEN-FREE BEER
“During the COVID period, we had more time to educate ourselves and experiment, which enabled us to create BezGlutensko, thanks in part to German organic ingredients. Podgoričko BezGlutensko is the first Montenegrin gluten-free beer. It is light, easy-drinking, and made exclusively from organic German barley malt and hops. The use of non-GMO ingredients, combined with modern production technology, has allowed us to create a beer that gives people with gluten allergies or intolerance—or those who simply avoid gluten for dietary reasons—the opportunity to enjoy the pleasures of beer,” says Đurović.
