The collaboration between Serena Wines 1881, the historic Conegliano-based company and one of the leaders in the production of Prosecco DOC and DOCG, and Serbian champion Novak Djokovic strengthens with a prestigious new development: starting today, it will be possible to taste wines signed Ville d’Arfanta at “Novak,” the restaurant in Belgrade inaugurated by the tennis player in 2009. An exclusive showcase for the premium brand of Serena Wines 1881, an expression of niche, high-quality Prosecco.
A prestigious partnership between Serena Wines 1881 and Novak Djokovic for Ville d’Arfanta—and beyond
This initiative confirms the company’s expansion strategy in the Serbian and Balkan markets, supported by its participation in Wine Vision by Open Balkan, the first wine fair in the Balkans, held in Belgrade from November 22 to 25.
The event, organized with the support of Vinitaly and ICE Agency, offered Serena Wines 1881 the opportunity to meet buyers from the main Balkan markets.
Luca Serena on expansion in the Balkan market: “An outstanding showcase for our Prosecco”
Luca Serena, CEO and fifth generation at the helm of Serena Wines 1881, comments:
“We are very pleased with the progress made so far in Serbia, where we are seeing significant growth thanks to the excellent work of three different importers for the Serena 1881, Ville d’Arfanta, and Serenello brands.”
“We intend to maintain this trend in order to reach volumes similar to those already achieved in other Balkan countries over the past ten years—especially since 2023—and we are convinced that the Djokovic family name on one side, and the placement of our wines in the most prestigious HoReCa venues in the capital on the other, will strongly support this process of expansion and positioning, particularly for our flagship brand Serena 1881.”
“Certainly, the introduction of Ville d’Arfanta on the wine list of Djokovic’s restaurant in Belgrade provides us with an excellent showcase and allows us to demonstrate what we are capable of achieving—and what we can still achieve—in Serbia.”
Distribution of Djokovic wines in Italy: a positive outcome
The first year of distribution in Italy of the Djokovic wines—two labels, a Chardonnay and a Syrah, produced by the family winery managed by Goran Djokovic, Nole’s uncle—also shows a positive balance.
“These are wines of unquestionable quality, and they have been well received by the Italian market. However, we are aware that this project requires time: time to identify targeted wine shops interested in Eastern European wines, time to present the product, time to convey the value that supports its premium positioning beyond the name on the label,” concludes Luca Serena.
