Apatinska Brewery

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Apatinska Brewery
Apatinska pivara
Location Trg oslobođenja 5, Apatin, Serbia
Opened 23 September 1756
Key people Dragan Radivojević
Barrels per year 4,000,000 hl
Revenue Decrease 135.75 million (2012)[1]
Net income Decrease €9.96 million (2012)[1]
Total assets Decrease €178.28 million (2012)[1]
Owner(s) Molson Coors
Employees 820[1]
Parent StarBev
Website www.jelenpivo.com
Active beers
Jelen pivo, Jelen Cool, Nikšićko pivo, Nikšićko tamno, Staropramen, Beck's, Stella Artois, Apatinsko
Name Type
Seasonal beers
Jelen Fresh Lemon, Jelen Fresh Grapefruit, Jelen Fresh Black Currant and Lime
Name Type

Apatin Brewery (Serbian: Apatinska pivara / Апатинска пивара) is a member of the Molson Coors Europe, based in Apatin. The American company Molson Coors bought the StarBev company, previously owned by the CVC fund, for 2.65 billion euros (3.54 billion dollars). This way, “Molson Coors” took over the regional brewing group Starbev, as part of which Apatinska Pivara in Serbia has been operating. Its commercial center is in Belgrade, while it has distribution centers in Odžaci, Inđija, Mladenovac, Novi Sad, Čačak and Niš.


Apatin is a town in Serbia, in Bačka, a region of Vojvodina, located 180 km from Belgrade. It has around 30,000 citizens.


Apatin Brewery has been successful for over 255 years owing to its tradition and supreme brewing skills. Centuries of knowledge and experience have been incorporated into the modern technology for the production of the leading beer brand on the Serbian market – Jelen Beer. Besides its top position on the Serbian market, Jelen Beer extends its success to the international scene: it has a share in the markets of neighboring countries – Bosnia and Herzegovina, Croatia, Macedonia, as well as Switzerland, Austria, Cyprus, Italy, Sweden and even Australia.

Following the transfer of the Serbian beer-brewing industry into the private sector, the competition among companies grew stronger; however, Jelen Beer continues to be the most popular beer in Serbia with a stable increase of production in accordance with the market demands. The leading position of the Jelen Beer on the Serbian market has been confirmed by numerous innovations and prizes awarded to this beer.

History of Apatin Brewery[edit]

The brewery Apatinska pivara

It was founded in 1756 as Imperial Brewery. In 2003 it became a part of the global beer producer Anheuser-Bush InBev. In December 2009, Apatinska Brewery becomes part of the StarBev regional brewery group, founded by a leading investment company CVC Capital Partners.

Molson Coors[edit]

Molson Coors Brewing Company has completed its previously announced acquisition of StarBev for approximately €2.65 billion. Mark Hunter, chief executive of Molson Coors UK & Ireland business, will serve as chief executive of the new business unit, which has been renamed Molson Coors Central Europe.

Molson Coors Central Europe employs approximately 4,100 people, operates nine breweries and sells its market-leading brands in the Czech Republic, Serbia, Croatia, Romania, Bulgaria, Hungary, Montenegro, Bosnia-Herzegovina and Slovakia. The acquisition includes Staropramen, the business unit’s flagship brand with sales in more than 30 countries worldwide.


StarBev was a regional brewery group based in Prague, operating on the markets of Serbia, B&H, Bulgaria, Croatia, Czech Republic, Hungary, Montenegro, Romania and Slovakia. In 2009, StarBev Group produced 14.4 million hl of beer.

Brands of Apatin Brewery[edit]

Brands of Apatin Brewery are: Jelen pivo, Apatinsko pivo, Jelen Cool, Jelen Fresh, Staropramen, Beck’s, Stella Artois, Nikšićko pivo and Nikšićko tamno.



Apatin Brewery is known for its slogans for each of its brands: Jelen Pivo – "Men know why"; Jelen Cool – "Anytime, anywhere"; Nikšićko Pivo – "Always among friends"; Beck’s – "Deliberately different". According to the results of a 2009 study of TNS Medium Gallup, Apatin Brewery ranked third in Serbia in advertising and overall business results.


Apatin Brewery is the sponsor of the Jelen Super League of Serbia, Jelen Live Festival, Beck’sperience, Guča Trumpet Festival, etc.


Apatin Brewery has invested 150 million euros in Serbia since 2003.


External links[edit]