The way Serbian rakija distillers evaluate the quality and market position of their spirits

This research aims to answer questions regarding how Serbian distillers evaluate the quality of their products and chances on market. The author also intends determine number market segments for rakija, national spirit. As this is first known study economics rakija production in Serbia, will be exploratory nature. A quantitative survey professional hobbyist (N = 104) was conducted online October 2021, which means that at 95% probability level, sampling error below 10%. Rakija rated as relatively high - 7.88 out 10, while, conversely, they situation low 2.67 7. They are very enthusiastic about future prospects 4.19 7, but with current business approaches outdated methods, does not look bright. It has been found Serbia three terms price: low-priced (up 500 dinars), mid-priced (between 501 1000 high-priced (1001 dinars above). median, or medium price all our sample, 750 dinars. Finally, a feasible strategy synthesized by SWOT/TOWS analysis. findings useful only distillers, important agricultural policymakers stricter standards need introduced ensure quality.