Jelen Pivo beer

Jelen Pivo is a flagship Serbian beer brand with a long heritage dating back to 1756, associated with the Apatin Brewery (Apatinska pivara). Originally established in Apatin, which was then part of the Austro-Hungarian Empire, the brand is known for its iconic stag (Jelen) logo. Today, its primary production remains in Serbia.

Ownership of the brand has transitioned through major international brewing conglomerates over the last two decades. After being owned by Interbrew (later InBev) and CVC Capital Partners (through StarBev), the brand was acquired by the North American brewing giant Molson Coors in 2012. Molson Coors continues to be the ultimate owner, managing the brand through its regional subsidiary for Central and Eastern Europe.