Wine Vision 2024 by Open Balkan: Celebrating Balkan Excellence

The third edition of Wine Vision by Open Balkan took place from November 22 to 24, 2024, in Belgrade, Serbia. This premier event has become a cornerstone of Southeastern Europe’s wine, food, and tourism industries, celebrating the region’s rich wine, spirits, and gastronomy culture. The fair showcased a diverse selection of wines from the Open Balkan countries - Serbia, North Macedonia, and Albania - alongside international exhibitors from both the Old and New Worlds.

Throughout the event, more than 650 exhibitors from wineries, distilleries, and gastronomic companies across 38 countries, including the US, France, Australia, South Africa, and the UK, presented their products. As a major gathering for professionals in the wine, food, and hospitality industries, the event attracted around 40,000 visitors. Simultaneously, Food Vision by Open Balkan, supported by the Serbian Government and in cooperation with the Junior Chef Club, celebrated the region’s culinary arts. This year’s theme Confluence of Tastes, highlighted the fusion of Balkan flavors, cultures, and traditions.

The event promoted cross-border collaboration, encouraging business opportunities and networking among industry leaders while providing wine enthusiasts and experts a platform to share their passion. Focused on exploring Balkan wine regions, the fair supported local and global brands, featuring a variety of masterclasses, workshops, and tastings that explored the nuances of wine production and regional terroirs.

Wine Vision 2024 proved to be an invaluable experience for all involved, strengthening industry connections and showcasing the great potential of Balkan wines on the global stage.

Marko Obradović, Head of the Marketing and Education Division at the Serbian Chamber of Commerce, predicts sustained growth in Serbia's wine sector over the next five to ten years. This growth will be driven by increased investments in technology, new vineyard plantings, and strong government support, leading to significant progress, especially in the premium wine markets.

Serbia has also actively participated in some of the world's most prestigious wine fairs, from Düsseldorf and London to Verona and Shanghai. These events not only highlight Serbia's emerging presence in the global wine scene but also offer valuable exposure for its wineries, further solidifying its position in the international market.

Brief Description of the ‘Open Balkan’ Winemaking Scene

The Open Balkan is an economic and political initiative comprising three Balkan states: Albania, North Macedonia, and Serbia. Designed to highlight regional cooperation, the initiative seeks to enhance trade, mobility, and economic integration among its members while promoting stability and development in the region.

Serbia

Serbia's wine industry has experienced a remarkable transformation in recent decades, blossoming from about 20 active wineries at the start of the 21st century to over 500 registered wineries today. The country is divided into three primary wine regions: Central Serbia, Vojvodina, and Kosovo and Metohija. These regions are subdivided into 22 wine-growing areas (‘vinogradarski region’), with 77 vineyard zones (‘vinogorje’) spread across nearly 22,000 ha of vineyards. Over 60,000 grape growers contribute to the nation's wine production. Among Serbia's indigenous grape varieties, Prokupac stands out, although it only accounts for around 500 hectares. This expansion reflects the country's increasing recognition as a significant player in the global wine industry.

The growing quality of Serbian wines has not gone unnoticed. International grape varieties thrive alongside indigenous Serbian grapes, such as Prokupac, Bagrina, Grašac or Smederevka. These unique local varieties are the hallmark of Serbia’s wine identity, and the industry’s commitment to quality has earned it international acclaim. As Serbian wineries adopt global trends and techniques, they offer wine lovers a diverse range of options, including world-class tastings, local gourmet cuisine, and a variety of wine tourism experiences that continue to gain popularity.

Serbia’s wine industry is gaining global recognition. Visitors can enjoy wine tastings and authentic Serbian cuisine, accommodations, and cultural experiences. As the industry grows, Serbia is earning a reputation for wines that captivate wine enthusiasts worldwide, securing its place in the global wine community.

North Macedonia

North Macedonia’s winemaking scene has a rich heritage that dates back to ancient times, with evidence of viticulture found in archaeological sites across the country. The country’s diverse terroir, including various soils, climates, and altitudes, creates the ideal environment for cultivating indigenous and international grape varieties. Native varieties like Vranec, Kratošija, and Stanušina produce bold, flavorful wines that capture the essence of the land. The regions of Tikveš, Ohrid, and Povardarie have earned international acclaim for their vineyards, establishing North Macedonia as a growing force in the global wine industry.

Since gaining independence in the 1990s, North Macedonia has modernized its winemaking, blending tradition with innovation. Wineries like Tikveš, the country’s largest and most renowned, have boosted Macedonian wines internationally. The addition of international varieties like Merlot, Cabernet Sauvignon, and Chardonnay has broadened the country's appeal. Exporting around 80% of its wine, North Macedonia has become a significant global player. Chateau Kamnik, a standout winery, is recognized for its world-class wines and refined methods, helping to strengthen North Macedonia’s reputation for fine wine.

Wine tourism in North Macedonia is expanding, with wineries offering educational tours and tastings that showcase the country's rich winemaking heritage. Visitors can explore the cultural, historical, and scenic landscapes influencing local wines. North Macedonia is drawing increasing attention from global wine enthusiasts and markets. The region's wines are earning growing acclaim for their quality, positioning it as an emerging force on the global wine stage.

Albania

Albania’s winemaking scene is a hidden gem, with its fertile lands and varied microclimates creating the perfect environment for growing local grape varieties such as Shesh i Bardhë (white) and Shesh i Zi (red). These native grapes are the cornerstone of Albania’s wine identity, producing unique wines that showcase the region’s distinct terroir. The country is home to approximately 8,000 ha of vineyards, where both traditional varieties and international grapes are cultivated. The unique combination of climate, soil, and indigenous grapes results in wines steadily gaining global recognition.

Since the fall of communism, Albania’s wine industry has undergone a remarkable transformation. Private wineries have flourished, revitalizing traditional winemaking practices while adopting modern techniques. Renowned regions like Berat, Durrës, and the highlands of Korça have gained recognition for producing wines with depth and complexity. Global interest in Albanian wines is increasing, with their presence expanding into international markets and earning prestigious accolades. Leading wineries such as Kantina Skënderbeu and Cobo Winery are at the forefront, showcasing the potential of local varieties while incorporating international grapes like Merlot and Cabernet Sauvignon.

Albania’s wine scene offers more than just extraordinary wines - it’s a full experience. Many wineries provide tours and tastings, inviting visitors to explore the picturesque landscapes and rich traditions that make Albanian wine a rising star in the Balkans. With every glass, guests are invited to explore a world of history, culture, and refined quality.

Wine Vision 2024

In just a few years, Wine Vision by Open Balkan has successfully brought the Balkan wine region to global prominence. As a meeting point of diverse wine cultures and traditions, the area offers a unique blend of heritage and modernity, making it a highly appealing destination for wine enthusiasts and industry professionals. The global wine market has taken notice, acknowledging the region's rising significance.

The 2024 event highlighted this increasing influence, hosting thousands of B2B meetings that sparked new connections and business opportunities. Mainstream media worldwide extensively covered the event, generating attention and solidifying the region’s status as a rising player in the global wine scene.

This year’s theme, Confluence of Tastes, beautifully reflected Belgrade's unique geographical and cultural role. Positioned at the meeting point of the Sava and Danube rivers, the city symbolizes the merging of diverse flavors, histories, and traditions. The theme celebrated the region’s rich culinary and winemaking heritage while showcasing Belgrade as a dynamic hub where the past and future of Balkan wines come together.

Wine Vision 2024 Wine Competition

The Wine Vision by Open Balkan 2024 wine competition recognized some of the finest wines from the Balkan region, celebrating the excellence and diversity of local winemaking. Igor Luković, editor-in-chief at Serbia’s Vino & Fino magazine and highly experienced wine writer, consultant, judge, and events manager, was supervising the judging process.

Here are the winners of the prestigious awards:

Trophy for Best Red Wine: Beli Kamen Merlot 2019, Temet Winery, Serbia

Trophy for Best Red Wine from Indigenous Variety:

Vranec 'Terroir' Grand Reserva 2020, Chateau Kamnik Winery, North Macedonia

Trophy for Best White Wine: Signum Chardonnay 2022, Frug Winery, Serbia

Trophy for Best White Wine from Indigenous Variety: Grašac Grand Fru 2020, Vinčić Winery, Serbia

Trophy for Best Rosé Wine: Pure Elegance Rosé 2023, Chateau Kamnik Winery, North Macedonia

Trophy for Best Sparkling Wine: Trijumf Rosé Sparkling 2019, Aleksandrović Winery, Serbia

Trophy for Best Orange Wine: Moma Traminac 2023, Bikicki Winery, Serbia

Trophy for Best Sweet Wine: Tri Sunca Traminac Late Harvest 2019, Fruškogorski Vinogradi, Serbia

Trophy for Best Fortified Wine: Bermet Krokan 2012, Stojanović Winery, Serbia

National Trophy for Albania: Shesh i Bardhë 2024, Enofama Winery

National Trophy for North Macedonia: Bela Voda Red 2021, Tikveš Winery

National Trophy for Serbia: '1903' Merlot 2016, DeLena Winery

These top-quality wines stand as a testament to the region's rich winemaking heritage and the ongoing evolution of the Balkan wine industry.

Food Vision: A Confluence of Tastes & Talent

Food Vision, part of Wine Vision by Open Balkan 2024, celebrated the region’s culinary artistry and emerging talent. Held from November 22-24 at the Belgrade Fair, it showcased creative culinary traditions under the theme Confluence of Tastes.

The fair opened with speeches from Danijel Nikolić, Assistant Secretary General of the Government of Serbia, and Fabricio Andreuci, Deputy Permanent Representative of UNDP Serbia. Culinary creativity was further emphasized by chef Tomaž Kavčič, who inaugurated the competitive and educational program.

A key highlight was the Junior Chef Competition, where chefs and teams under 25 demonstrated their skills, with Milana Čugalj taking home the Best Young Chef 2024 title. The top culinary team was ‘Sharp,’ followed by ‘Oui Chef’ and the University of Hospitality School from Belgrade.

The event also featured masterclasses from Michelin-starred chefs like Alessandro Negrini and Cesare Battisti, with special guest Enrico Derflinger, who captivated the audience with a risotto dish prepared for the late Queen Elizabeth. Presentations such as ‘The Game of Herons in Serbia’ by Chinese chefs Zhiling Chen and Xianying Wu added a global perspective.

The Gastro Theater allowed visitors to enjoy three-course menus from top restaurants, while an exhibition of HORECA innovations highlighted the fair’s commitment to industry growth. Top political figures, visiting the event, underscored the importance of culinary diplomacy in strengthening regional unity.

Food Vision 2024 solidified its status as a vital platform for culinary innovation and the advancement of future culinary leaders.

A Highlight at Wine Vision by Open Balkan 2024: Decanter Stand Experience

I had the great opportunity to work at the Decanter stand during the 2024 Wine Vision by Open Balkan event. I engaged with wine professionals, producers, and enthusiasts from across the globe during the event. This prestigious event offered an ideal platform for regional wineries to showcase their finest wines to a global audience.

The Decanter stand was an exciting hub of activity, with visitors stopping by to taste awarded wines and discuss wines from the Balkan region and beyond. It was thrilling to engage with wine lovers and industry professionals, helping them discover the unique characteristics of wines from the Balkans. The atmosphere was lively and collaborative, with attendees exchanging ideas and experiences.

My role at the stand was multifaceted: assisting with tastings and engaging in discussions about wine culture, regions, and trends. It was an engaging and lively atmosphere. I was particularly thrilled to introduce guests to the wines of the Open Balkan. A standout moment was witnessing the excitement surrounding the best wines at the Decanter stand.

The experience was enriching and provided valuable insights into the growing potential of the Balkan wine region. The event not only showcased the region’s wines but also highlighted the importance of collaboration and knowledge-sharing within the global wine community. It was a privilege to be part of this remarkable event and contribute to its success. I wish to thank the wonderful Decanter team I worked with: Cesar Soler, Ana Chirila, and Loukia Xinari.

Final Comments

The Wine Vision by Open Balkan 2024 was an exciting and highly successful event, marked by prestigious awards recognizing the outstanding wines of the region. The wine competition saw incredible winners across various categories, including the best red wine, indigenous varieties, sparkling wines, and sweet wines. These accolades highlight the impressive quality and potential of wines from the Balkans. While there were some minor glitches and technical issues related to the wine competition, these challenges are expected to be full addressed. With ongoing refinements, Wine Vision strives to rank among Europe’s top three wine fairs, showcasing the Balkans' rising prominence in the global wine scene.