“Pivara Skopje” is a company with more than a century of history, where tradition and innovation intertwine, creating not only beer, but also stories, emotions, and brands that have become part of everyday culture. What is it like to work behind a brand that has symbolized Macedonian authenticity for decades?

In a conversation with Marta Zavkova, Marketing Manager Beer at “Pivara Skopje,” we discover what it means to be part of one of the country’s most reputable brands, how new flavors and brands are created, and why “Pivara Skopje” is the right place for young people who want to grow in a dynamic, inspiring, and modern environment. In this interview, she speaks about the creation of Skopsko Weiss and the challenges of marketing today.

When did you start working at “Pivara Skopje,” and what experiences have you gained working in such a renowned giant?

– My education and professional background are in marketing and management, and Skopsko has always been an exceptionally inspiring brand for me. Ever since my student days, I kept wondering what it would be like to work on something so deeply rooted in our everyday lives. Now I can say with certainty: Skopsko isn’t something you simply work on, Skopsko is something you live and feel.

In the beginning, I had the opportunity to work on other beer brands, which was an excellent introduction before the most exciting chapter, the opportunity to lead Skopsko. That is when I truly managed to put into practice all the knowledge I had gained from books and lectures, and to understand from the inside what it looks like to deliver campaigns and activities that I used to look at and say: “Yes, that’s it! That’s real marketing!”

How did you reach the position of Marketing Manager Beer, and how much effort and knowledge does it take to develop into a successful manager?

– For me, knowledge is only the starting point, while upgrading it and progressing further is much more a matter of mindset and commitment. In marketing, there are no black-and-white questions, nor definitive answers or formulas. It’s a blend of logic and that “gut feeling” that you can’t always explain.

Marketing requires exceptional openness and curiosity, keeping up with everything relevant, and genuinely wanting to understand people: what makes them laugh, what makes them sad, what encourages them. You need to be creative and think outside the box, but also structured enough to lead processes and teams effectively.

It’s important to know what brand funnel, GRP, or topical content is, as well as what ROI, master data, or a material specification means. And perhaps most importantly, you have to be determined to see things through, whether they are officially “your job.” That’s why I would say marketing can be dynamic and demanding at times, but it is never boring.

What was your perception of “Pivara” and Skopsko before you joined, and what is your perception of the company now?

– Before becoming part of “Pivara Skopje,” it looked to me like a large system with a long tradition and recognizable brands that everyone knows. But once I stepped inside, I realized that behind that history, there is an incredibly vibrant pulse. It’s a place where ideas move fast, where there is courage to try something new, and where, through everything we do, we continue the successful story of more than 100 years in a modern, fresh, and authentic way.

What kind of environment is “Pivara” for young people in terms of professional development, and what are the benefits of working there?

– “Pivara” is a place where young people are not “the future” of the company; they are the present, and the company invests in them seriously. I can honestly say that a unique advantage of “Pivara Skopje” is the opportunity to learn, first and foremost, from the company’s rich history and its people.

Then, the experience and resources of two major international systems we are part of, complemented by development programs, mentoring, and training that support accelerated talent growth.

How do people advance at “Pivara”? How do you build your knowledge, and do you follow global trends?

– We definitely follow the global best practices due to the international aspect of our business, but sometimes we adapt them or create something of our own that fits our market context more closely.

From personal experience, I can say that at “Pivara Skopje” the most valued people are those with passion, those who are curious, proactive, and those who are not afraid to take ownership. Opportunities for advancement always exist for those who want to learn and don’t hide behind the phrase “that’s just how it’s done,” but instead look for a better way.

Individual potential and personal imprint are recognized, but teamwork is also expected, because success is always a shared achievement.

You launched the first Macedonian wheat beer. What are your first impressions of the campaign? What has the response been like?

– I can already say that the response and acceptance have been excellent. I literally use every opportunity to ask whether someone has tried Skopsko Weiss and how they like it, and what makes me happiest is that it always sparks a conversation.

You can feel that Skopsko Weiss has awakened beer enthusiasm among the consumers. It’s evident that the market had been anticipating something new from Skopsko for quite some time, and that’s precisely why the reactions and positive comments confirmed that this was a real hit.

What new chapter has this beer opened in beer culture, and can it meet the expectations of beer lovers, especially those seeking authentic flavors?

– The beer category has always been exciting and has offered room for creating authentic products and stories. Skopsko Weiss is a blend of fresh energy and the tradition and craftsmanship of brewing.

That’s why I believe Skopsko Weiss will become part of a special ritual for experienced beer consumers, those who enjoy discovering the authenticity and richness of the category. At the same time, it is exciting enough for those who are always looking for something new.

How does an idea for a product come to life, and how long does it take from idea to a final product that you then quickly turn into a brand?

– There isn’t a fixed timeframe. Sometimes it takes a few months, sometimes more than a year. It largely depends on the current market context and consumer needs.

In some cases, the idea is the outcome of analysis and numbers; in others, it’s a matter of intuition and observation. Then comes the development of recipes and flavors, tastings (the best part), the creation of a visual and communication identity, and finally, the market launch.

What motivates you to innovate with flavors, and what can beer gourmets expect next?

– Love for the brand, respect for Skopsko’s heritage, and the passion that outstanding professionals and colleagues have invested in creating and building it. And inevitably, the responsibility toward our consumers who choose Skopsko and with whom we continue, together, to shape its authentic story.

I can’t reveal exactly what’s next, but I can confidently say that we are actively experimenting and remain committed to our mission: to foster the development of beer culture by bringing a new level of excitement and dynamism to the domestic market.

Interview for fakulteti.mk
Photo: private archive