Mr. Mitrev, what do the data show, and what were Pivara Skopje’s business results last year?
D. Mitrev: The financial statements for 2024 have not yet been published, but I can still say that Pivara Skopje achieved stable growth and positive results in 2024, and we plan to continue in the same direction this year. Regardless of the period in question, Pivara Skopje remains consistent in pursuing its objectives and its long-term plan to achieve and build upon them. In recent years, we have shown that true success is not measured only in numbers, but also in vision, consistency, and the courage to invest even in uncertain times.

Continuous investments in modernization and automation, which over the past five years have exceeded several tens of millions of euros, have enabled us to remain a catalyst for growth and development, not only in the beverages industry, but in the Macedonian economy as a whole. Through a smart approach and new technologies, we have stimulated increased demand and retained and further strengthened our leadership position, one that is not based solely on sales volume growth, but on quality, innovation, and the trust of consumers, customers, and business partners.

For us, the customer comes first, and what sets us apart is that we continuously expand our portfolio to meet consumers’ tastes and needs. We literally offer beverages for every occasion throughout the day, 24 hours a day, 7 days a week, from our core categories – beer and carbonated soft drinks to still juices, water, teas, energy drinks, and sports drinks, all the way to premium spirits, and most recently, premium Italian coffee.

In parallel, we continued investing in various ESG segments, which once again brought us together with the Coca-Cola HBC Group, the highest scores and rankings among the top 1% of nearly 8,000 companies worldwide that achieve the highest results across all ten of the most recognized ESG ratings. These results are especially meaningful to us because they show that Pivara Skopje’s investments in sustainable development and in creating a better future for all are far more than commitments, they are reality.

Financial figures cannot capture every process taking place in a company. You have led Pivara Skopje for two years. What are the key changes, innovations, and modern solutions embedded in the company’s operations over the past two years?
D. Mitrev: At Pivara Skopje, we don’t follow trends, we set them. We believe the future belongs to companies that “listen” to data and understand market and consumer needs in real time. Everything we do at Pivara Skopje is data-driven, almost all strategic decisions are made based on clear, measurable data. For us, data are not just numbers; they are a core working tool that allows us to personalize everything we offer, from what we sell, how, and where, to how we expand the portfolio, where we invest, and how we design our production.

Employees have access to modern tools that make daily work easier, while customers receive faster and higher-quality service. I can say with confidence that we are pioneers in the use of artificial intelligence in the country and beyond, ranging from creating marketing campaigns with a personalized approach based on the consumer profile to sales modules and digital tools for our customers. These advanced solutions increase our efficiency and productivity and enable us to provide better service for our customers and partners. This is crucial, because it determines our long-term development and positions us as a modern, strategic, and reliable partner in the world of beverages.

At the same time, we are investing in the modernization of the facilities where part of our 24/7 portfolio is produced, enabling increased capacity and, most importantly, top-quality products manufactured to the highest standards.

It is clear that people and culture, the values a company stands for, are the driving force behind every success. How do you strengthen teamwork, nurture and reinforce company culture and values, and ensure employees stay motivated and feel part of the team?
D. Mitrev: I often say that our team, our “Pivarci”, is our “secret ingredient” for success and the greatest guarantee of Pivara Skopje’s continued development. That is why our culture is built on genuine care for employees and their well-being, investment in their personal and professional development, and the creation of an attractive working environment.

Our employees are not numbers; they are people with names, stories, and value. That is why we continuously invest in each individual’s development through mentoring and the delivery of high-quality continuous learning programs. Our people have strong career development opportunities. Many start their careers at Pivara and later take on significant roles within the Group.

It is no coincidence that we have once again been recognized as one of the most desirable companies to join and work, especially among younger generations who seek a flexible, digital work environment that offers many opportunities to gain new knowledge, skills, and unique experiences.

You know, motivation does not happen by itself; it is created. You create it by involving people in the bigger picture: not only telling them what to do, but why what they do matters. Our fundamental principle is: there is no “I” here, only “we.” We are one, and when we win and when we grow, we celebrate every success together and share every challenge. We are, quite literally, one whole that grows together.

Many managers and leaders choose to “play it safe,” as the saying goes. What is your style, and in that context, what is your vision of success and modern leadership?
D. Mitrev: I believe in openness, teamwork, and the courage to try something new, even when others hesitate. If you constantly “play it safe,” you risk standing still while the world moves forward around you. And even more: what is truly safe today? Business risks have always existed and always will, but it is precisely in risks and challenges that opportunities for growth and development are found. The biggest successes are not born in the comfort zone.

I believe a true leader is someone who recognizes the moment to act decisively, to make difficult decisions, and to take calculated risks, but with a clear vision, a plan, and a team of people they trust. I am fortunate at Pivara Skopje to have a team that truly knows what it is doing. We build success together, step by step, and we are not afraid of change. On the contrary, even the biggest challenges are embraced as opportunities to improve.

What is Pivara Skopje’s strategy for further development?
D. Mitrev: Pivara’s strategy today is the same as it has been and it will remain the same in the future: timeless and built on four key pillars, our diversified portfolio of brands and products to meet the needs of every consumer; partnership and joint action with our customers; care for the community, demonstrated through concrete actions and facts; and most importantly, care for our employees.

While the strategy is consistent, reality requires flexibility. Challenges will continue, and reality constantly brings new tests. That is why we must focus on what we can control while finding acceptable solutions for external factors. Only in this way can we ensure continuous progress. We continue, without compromise, in our commitment to be recognized by our customers as a true partner and to jointly develop and grow our shared business.

Pivara Skopje’s achievements have a wider reach than what is reflected in the company’s own results. You recently presented a study on Pivara Skopje’s socio-economic impact on the country, prepared by an independent international consultancy. What did the study show, and what are Pivara Skopje’s key achievements for the broader community?
D. Mitrev: The study shows that Pivara Skopje continuously increases its positive impact on the domestic economy and on society more broadly. In 2023 alone, the company generated approximately €139 million in added value in the Macedonian economy, about 1% of the country’s annual GDP. Of that, €71 million represented a direct contribution to the state budget, accounting for 3.8% of the country’s total tax revenues in 2023.

We are especially proud of our contribution to employment. Pivara Skopje directly employs over 400 people, but across our value chain, we support a total of 8,700 jobs. More specifically, each job at Pivara Skopje contributes to the creation and maintenance of an additional 21 jobs in the country.

For us, people are the foundation of our success, and we believe investing in human capital is the cornerstone of sustainable development. We work with more than 12,000 customers and over 1,000 domestic suppliers, and we return 68% of every euro spent on our products back into society. We also invest significantly in community- and sustainability-focused initiatives and projects. Viewed this way, the study confirms that Pivara Skopje is deeply integrated into Macedonian society and that its impact is not only measurable but essential across multiple segments of the entire value chain.

What challenges does the beverage industry face in the country? What models does Pivara Skopje use to address these challenges? Do you have a message for economic policymakers?
D. Mitrev: The beverages industry, like all other segments of the FMCG sector, reflects economic stability and citizens’ purchasing power. That is why every challenge felt by this industry is immediately reflected among consumers as well.

Today, we face demographic trends that do not favor society and the economy, while also dealing with rising costs, unpredictable markets and policies, and a shortage of skilled labor, all of which create pressure on the industry. We do not shy away from these challenges. On the contrary, we continuously invest in modernization, in people, and in expanding the portfolio.

However, for real results, there must be understanding and support from the other side as well, policies that should be tools for development, not obstacles. That is why I strongly support direct, open, and substantive dialogue between business and economic policy-makers, not declarative, but genuine, where practical experience is heard and incorporated. Business needs predictable rules of the game, because we make long-term decisions.

The principles of a sustainable market economy are the basis for economic growth everywhere in the world, and here too. Companies like ours have both the knowledge and the willingness to partner. From the private sector, expect investment, ethics, and sustainability. From the state, stability and reforms that support sustainable growth and development.

I believe that only through direct communication and mutual trust can we create a system in which every success of a company translates into success and progress for the entire domestic economy.

How long is your mandate as CEO of Pivara Skopje? Are you thinking about your next professional challenges, or should we expect a move to another role within the Group?
D. Mitrev: I am someone who started my career and grew professionally at Pivara Skopje. Every step, from various roles in the Finance function, to Finance Director, then Key Accounts Sales Manager, to learn more about the business and our customers, then international experience as Sales Director for Coca-Cola HBC in Bosnia and Herzegovina, and finally CEO of Pivara Skopje, was an opportunity to gain new knowledge, professional skills, and valuable experience.

Now, after two years at the helm of Pivara Skopje, I remain open and ready for new challenges within the Group, which will follow as early as June. I believe professional success is not measured by a title, but by expertise and competencies acquired, as well as by the impact and achievements you leave behind.

How can we ensure that Pivara Skopje’s progress will not slow down once you move to another position?
D. Mitrev: Continuity is built into our company culture. Pivara Skopje is not a company whose success depends on one person alone, it is a team with a clear vision, a stable strategy, and talented, dedicated people who, through their knowledge and commitment, know how to secure its continued growth and development.

A leader’s role is to ensure continuity of strategic priorities, to recognize external trends and business needs together with the team, and to continue creating and evolving business solutions and innovations that will deliver successful results in the future. When every piece is placed in the right position, the mechanism runs at full strength.

Finally, something personal. What are the three achievements you are most proud of? Do you have a motto to live by in life and in your career? What is your message in that context?
D. Mitrev: First, I am proud that Pivara Skopje is recognized as a desirable employer, because people have been and remain the best guarantee of our continued success and progress. Second, I am proud of the high level of trust and satisfaction our customers and consumers have in the unique values of our brands. And third, I am proud that through our initiatives supporting youth, a world without waste, and the protection, promotion, and nurturing of shared national values, we create a positive impact across society and encourage its sustainable development.

My motto is: “Growth without sharing is just a number; the true value of success is measured by the impact you create for others.” I strongly believe that a company’s mission is to create value that goes beyond its own growth. Successful companies are those that go further, setting higher standards of responsible business, promoting and standing up for real values, and changing things in the community for the better.