Ćalasan: Trebjesa Brewery celebrates 130 years and launches new product in April

In an interview with the executive director of the Trebjesa Brewery, Sanja Ćalasan, we talk about how the essence and quality of Nikšić beer - one of the most recognizable Montenegrin brands - is preserved, and about its importance for the identity and economy of Montenegro.

The Trebjesa Brewery is celebrating its 130th anniversary this year. What will mark the anniversary year?

The 130th anniversary is a serious mark in time and carries a special emotion of pride, but also a responsibility towards what is yet to come. That is why this year's celebration is accompanied by the campaign message "Time flies, Nikšićko is poured". It is not just a slogan, but a strong message about a brand that lasts and remains relevant over time. The secret to Nikšićko's longevity is precisely its consistency with everything that consumers recognize as quality.

One of the highlights of the anniversary year will be the launch of a new product in April. It is a natural continuation of the development and expansion of the range, but also a concrete step forward in a year that truly combines heritage and future.

How do you view the importance of Nikšić, both in terms of identity and in terms of the value it brings to the state's economy?

Nikšićko is much more than a product, it is one of the strongest symbols of domestic production tradition and a brand that has been part of the identity of numerous generations since 1896. As one of the oldest and longest-standing Montenegrin brands, Nikšićko has managed to maintain consumer trust, maintain recognizable quality, and remain relevant in different times for more than a century.

At the same time, the Trebjesa Brewery is an important part of the Montenegrin economy. Domestic production, a stable system, over 200 employees and a wide network of suppliers, customers and partners give it a significance that goes beyond the company's borders.

The fact that the Brewery is part of the Molson Coors Corporation, which has advanced high standards in quality, processes, knowledge and development at “Trebjesa”, also brings special value. This combination of strong local heritage and the world's best brewing practices further strengthens the company's position, as well as its contribution to the stability, consumption, budget and overall economic activity of Montenegro.

Trebjesa has 130 years of tradition, but today's market is changing rapidly, especially through the habits of the younger generations. How do you reconcile in practice what is the essence of the brand and what the modern consumer is looking for?

The essence does not change, and there is no compromise. Quality must be stable and recognizable, but everything else should be worked on in the direction of development and growth. The market today does not function like it did ten or twenty years ago, and new generations have a different pace, different expectations and a completely new way of choosing brands. That is why it is important to listen, not only to what consumers say, but also to how they behave, what is important to them, what they look for in a product and what they consider relevant.

This specifically means continuous investment in production, technology and processes, marketing and the way we communicate everything we create. The strength of a brand is not only proven by its duration, but also by its ability to continue to set standards. It is precisely in this ambition to be better, more modern and stronger that our further development is based.

When talking about 130 years, tradition and brand are often mentioned first. How key are employees to that story?

The strength of a brand like Nikšićko comes from the people who preserve its value every day with their work, passion and dedication. It is they who, in production, quality control, logistics, sales, marketing, administration and all other related segments of the company, build the standards that make Nikšićko recognizable.

The 130th anniversary is proof that there are generations of employees at the Brewery who know how to create and preserve the quality of Nikšić beer. The strength of the company lies in the fact that knowledge, skills and professional ethics are transferred from experienced craftsmen to new colleagues, who are just starting to build their professional path. This continuity – human, professional and emotional – is what makes the brand enduring and authentic.

And for such a system to last, good processes and technology alone are not enough. You need a work environment in which people feel valued, motivated and supported, an environment in which they want to stay, learn, progress and put their personal stamp on every success of the company.

This is confirmed by the fact that this year we received the Top Employer award, both locally and in Europe, which speaks to the high standards we maintain in working with employees, from talent development and learning to wellbeing programs, diversity and inclusion. The Family Friendly certificate also adds value to this, as a confirmation that we are building an environment that allows employees to have a quality work-life balance. In the anniversary year, such awards are not only a confirmation of quality HR practices, but also proof that people are the greatest strength of the Trebjesa Brewery.

The anniversary is a moment to look back, but also to set goals. What are the key directions of development in the coming period?

In the coming period, our focus remains clear - further strengthening the assortment in the beer segment, as well as other beverage categories, continuous investment in quality, improving efficiency, and stable growth.

The future of the industry will require even more innovations, and consumers will be increasingly demanding. Today, it is not only the product that is chosen, but also the attitude towards the brand, its credibility and the values ​​it carries. That is why our goal is for Nikšićko to remain what it is. A recognizable, authentic and domestic product that is trusted, but also to continue to set standards, keep up with the times and remain the first choice for new generations.

( Trebjesa Brewery )