For Pivara Skopje, the true driver of success is its people. Growth is built on vision, innovation, and a diversified 24/7 portfolio. In an interview for the latest issue of Economy and Business, Marjan Martinoski, Chief Financial Officer of Pivara Skopje, speaks about the results, the vision, and the next steps forward.

The company is concluding another business year in which you faced all the challenges of the regional and global market. What would you highlight for 2025 in terms of achieved results and successes, and how do they influence the realization of your strategy for the following year?

For Pivara Skopje, 2024 was a significant year. Despite operating in a challenging macroeconomic environment, we achieved record revenue growth of 8% and managed to increase profit by more than 30%. These results highlight the strength of our strategy and the dedication of our team.

It is still early to comment on unpublished financial reports for 2025, but I can say that the first indicators are positive. We expect another strong year, driven by the expansion of our 24/7 portfolio – the successful launch of the first Macedonian wheat beer, Skopsko Weiss, and the introduction of Vergnano coffee – as well as disciplined operations and investments in initiatives that accelerate our growth and strengthen our market position.

These achievements are not just numbers – they are the foundation of our strategy for the coming year, which is built on four strong pillars: a rich and diversified portfolio that offers enjoyment for every part of the day and for all tastes – a true 24/7 solution for consumers; strong partnerships with customers, supported by digital transformation and outstanding market execution; care for the community, because success is greater when shared with those around us; and care for our people, fostering a strong leadership culture and attracting young talents who represent our future.

In short, the successes of recent years give us the confidence to accelerate innovation, strengthen partnerships with customers, and deepen employee engagement – ensuring that Pivara Skopje remains competitive and relevant in the FMCG industry in the years ahead.

In the beverage industry, especially in beer production in Europe, there is strong competition driven by new trends and changing consumer habits. How is Pivara Skopje positioned in relation to leading countries in beer and beverage production?

The vision of Pivara Skopje is clear – to be a 24/7 beverage partner. Indeed, the beverage industry is evolving rapidly, driven by changing consumer habits and their desire for variety, which requires us to adapt quickly. While beer remains a core pillar of our business, breweries today must think beyond traditional boundaries to remain competitive. Leading markets such as Germany and Belgium set high standards for beer innovation, but success increasingly depends on offering consumers a beverage for every moment of the day – from morning coffee to evening refreshment.

Our strategy follows exactly this direction. In 2025, in addition to beer, non-alcoholic and spirit beverages, we also introduced Vergnano coffee, a premium Italian brand, making a bold step into a new category. Pivara Skopje continues to lead the domestic market with our 100-year-old brand Skopsko, supported by international favorites such as Heineken, Amstel, and Birra Moretti. We further strengthened this position with the launch of Skopsko Weiss, the first Macedonian wheat beer inspired by European traditions, aimed at consumers seeking authentic experiences.

Operating in North Macedonia brings unique challenges: demographic changes (low birth rate, emigration, etc.), high excise duties on beer, and frequent legislative changes. Despite these challenges, our commitment to portfolio diversification and digital transformation ensures resilience and growth. To properly address these challenges while maintaining our position as a market leader, we apply disciplined pricing strategies, a strong focus on operational efficiency, and continuous innovation to ensure accessibility and relevance of our products. Simply put, our goal is to offer enjoyment for every part of the day and for all tastes – because Pivara Skopje is a brand that lives with people, 24/7.

Continuous investment in new technological processes and innovations plays a significant role in maintaining your market leadership. How important are automation, new technologies, and the use of artificial intelligence for improving efficiency, quality, and sustainability in production?

We do not follow trends – we set them. For Pivara Skopje, automation and artificial intelligence are not just trends; they are essential to our competitiveness and sustainability. Using these tools across all levels, from production to the office, allows us to improve every aspect of our operations – from efficiency to quality.

In recent years, we have embarked on a journey that is fundamentally transforming the way we work. We have implemented robots (process automation through algorithms) not only in the Finance department but across other sectors as well, significantly simplifying repetitive, high-volume tasks. This automation means less manual work, faster and more accurate data processing, and more time for our people to focus on strategic tasks that deliver greater value.

We are also introducing AI-supported financial analysis tools that provide fast and comprehensive reports with AI-generated commentary. These tools will enable faster decision-making, increase transparency, and support the leadership team with actionable insights in real time.

This is only the beginning. We will continue to invest significantly in automation, advanced technologies, and artificial intelligence, strengthening our commitment to operational excellence and sustainability.

A strong business culture plays an important role in building a successful brand. What differentiates you from other companies in attracting young talent and makes you an attractive employer in our country?

We believe that a strong business culture is the foundation of success. What sets us apart is our ability to combine tradition with innovation, creating an environment where young professionals can thrive.

In recent years, we have invested significantly in employer branding, positioning Pivara Skopje as a company that values growth, sustainability, and community engagement. Initiatives such as employee ambassador programs, which offer career opportunities and numerous personal development stories, strengthen our reputation as a trusted and inspiring employer.

We also focus on capability-building programs tailored to new generations. From onboarding programs such as License to Sell for new sales employees to advanced programs focused on leadership skills, we ensure that young talents have access to continuous development and top-level skills. Mentoring and coaching programs further support career progression and leadership readiness.

One of our flagship initiatives is Coke Summership, which has become a proven talent pipeline. Each year, an increasing number of participants from this program join the teams at Pivara Skopje, bringing fresh perspectives and energy. This trend reflects our commitment to identifying and nurturing high-potential individuals early in their careers and integrating them into meaningful roles.

Looking ahead, our strategy emphasizes diversity and inclusion, modern reward systems, and sustainability-driven projects. Combined with strong community engagement and a clear growth vision, these initiatives will make Pivara Skopje not only a market leader but also the most desirable employer for ambitious young professionals.

Finally, as you conclude the business year, what is the company’s medium-term vision and the main directions for strengthening leadership culture and long-term goals to remain competitive and relevant in the beverage market?

As we conclude another successful year, our ambition is not to follow the future, but to create it – today. The vision for the coming years at Pivara Skopje is clear: to lead the beverage industry through a diversified 24/7 portfolio, strong partnerships and joint action with customers, care for the community, and, of course, care for our employees.

Our competitiveness is not defined solely by our portfolio, but by how we operate – our culture, strategy, and execution. That is why we invest in technologies and modernized processes that make work faster, smarter, and more personalized, especially for our customers. Customer portals and digital ordering systems are not just tools; they are bridges to more integrated, dynamic, and precise partnerships. We believe in co-creating value with our partners – when we grow, we grow together.

We build competitiveness and market position every day: through smart solutions, processes that match market speed, and a team that continuously demonstrates energy, discipline, and advanced thinking.

A strong leadership culture remains in focus – a culture that motivates and delivers results. This means continuous investment in talent, clear expectations, the courage to make fast and smart decisions, and an environment where every employee feels like a key part of success.

Within the portfolio, beer and carbonated beverages remain our strength and tradition, but the future lies in a full-day beverage experience. “Skopsko Weiss in 2025 and the integration of Vergnano coffee” are clear signals that we are expanding the scene, deepening choice, and setting standards for quality and authenticity. For us, innovation is not a trend – innovation is the motivation that drives us forward.

Our goal is simple yet ambitious: to set standards, not compromises; to deliver value felt by consumers, partners, and the community; and to build a future in which Pivara Skopje remains synonymous with quality, responsibility, and leadership.

Interview for the print edition of Economy and Business