Zaječarsko svetlo pivo

Zaječarsko beer is one of Serbia's most historic and popular beer brands, originating from the city of Zaječar. The brewery was established in 1895, and its pale lager, known as 'Svetlo Pivo,' has become a cultural icon in the region, recognized by its distinctive red label and traditional recipe.

Starting from the late 19th-century foundation of Pivara Zaječar, the brand underwent various industrial changes during the 20th century. In 2008, the brewery became part of a larger international portfolio, ensuring that its local heritage was supported by global distribution standards and expertise.

Today, Zaječarsko is a flagship brand within the Serbian market. While it maintains its deep local roots in Zaječar, it is ultimately owned by Heineken N.V., the Dutch multinational brewing conglomerate. Production remains primarily centered in Serbia to serve the local and regional Balkan markets, blending traditional Serbian brewing pride with Dutch corporate management.