After more than a century of continuous work, innovation, and a strong presence in the Macedonian economy, Pivara Skopje is beginning a new chapter in its sustainable development. Ognjen Lazic has recently taken the helm of the company an executive with extensive experience in the FMCG industry, known for growth strategies, marketing innovation, and building strong commercial partnerships. Lazic arrived at a time when Pivara Skopje is further strengthening its position as a leading beverage producer and one of the country’s largest employers and investors, with strong socio-economic impact and a clear orientation toward digitalization, sustainability, and talent development. In this first interview after taking on the role of General Director of Pivara Skopje, Lazic speaks to SDK about his vision, the team, the future of the beverage market, strategic partnerships with customers, and the major new project to support young people that will begin in 2026. Read the interview, which provides a clear picture of the direction in which one of the most influential corporate systems in the country is moving and a leader who believes that true growth is built together with people, partners, and the community.

SDK: Mr. Lazic, you recently became General Director of Pivara Skopje. What does it mean to you to lead a company with a strong tradition while thinking in a modern way? What were your first priorities?

Lazic: Taking over the leadership of Pivara Skopje means taking responsibility for a company that is not only a producer and distributor of beverages, but also an important economic and social pillar. It is a great honor, but an even greater responsibility, because the impact this company has on the country is real and measurable. Leading a company with a strong tradition means knowing exactly what must not change, while having the courage to question and improve everything else. Tradition is not a burden, but a foundation. It gives us identity, credibility, and trust built over decades. Thinking in a modern way in this context means being close to people, listening to the team, making decisions based on data, and not being afraid of change.

What impressed and inspired me the most from my first day at Pivara Skopje is the strength of the team people with great knowledge, experience, and passion for their work. My first steps were focused on getting to know the people, the processes, and the market from the inside. I believe a strategy is not built behind closed doors, but through open communication with teams, partners, and customers. Only in this way can we set clear priorities and define a direction that will bring stability and innovation.

Although the company has a rich tradition, we do not live in the past. Our focus is the future, and we are building it through modern leadership, agility, and constantly listening to customers and consumers. Our mission and goal are clear: to remain a true 24/7 beverage partner and the first choice in the market for all generations.

SDK: You come from marketing and commercial functions in the FMCG industry. How does that influence Pivara’s strategy, especially in its relationship with customers and consumers?

Lazic: I built my entire career on understanding customer needs, building strong partnerships, and creating shared value for consumers. And that is exactly what will be at the core of my future work. It is the approach I want us to strengthen even further at Pivara Skopje.

Our 24/7 portfolio is already the broadest on the market beer, carbonated and non-carbonated soft drinks, water, teas, energy and sports drinks, premium spirits, and coffee. We firmly believe it is important that everyone can find their favorite beverage, every day, at any moment and in any place. And that is our goal to meet every occasion, every moment, and every taste of consumers.

But today’s FMCG world requires much more than that. Speed, personalization, data-driven work, digital platforms these are the new rules of the game. That is why we invest in data-driven planning, digital tools for customers, and improved processes that enable predictability and efficiency.

I believe in a system that listens, adapts, and builds long-term partnerships. That is the only way to remain relevant and leaders in the market.

SDK: How do you manage to retain consumers and win new ones in conditions of strong competition?

Lazic: Our success is not a coincidence, but the result of the path each of our products goes through from idea to shelf. In the past, it was enough to offer a good product, but today the consumer asks for much more: a story, values, and responsibility.

Every bottle, every can carries a story about how we care for people, how we manage resources, and how we contribute to the community. From the idea to the moment the beverage reaches the consumer’s hands, every step is proof of our commitment to quality and sustainability.

It is not decisive only what you have on the shelf; what matters is what stands behind that product. The way we build partnerships, how we protect nature, and how we create value for everyone all of that shapes the perception of the brand.

Our leadership position shows that consumers recognize that journey and repay us with trust. That is the clearest sign that we are doing the right work not only for today, but also for the future.

SDK: You say the team is Pivara’s greatest strength. How do you plan to improve employee motivation and development?

Lazic: Pivara has a unique company culture. There is energy, team spirit, and a genuine sense of belonging. At Pivara there is no “I,” there is only “we.” And that is the strength that makes the company special.

My philosophy is that an organization grows as much as its people grow. When employees understand the big picture and know why their work is important, motivation naturally increases, results improve, and the team functions as one system. That is why at Pivara Skopje we will continue to invest in advanced talent development programs, in mentoring and cross-functional learning, in a modern, digital, and flexible working environment, and in new opportunities for career development within the Coca-Cola HBC and Heineken systems to which Pivara Skopje belongs. My goal is to create an environment in which every employee feels valued, supported, and motivated. This is where every sustainable strategy begins.

SDK: Pivara Skopje is often cited as an example of technological modernization and digitalization. Where will the company be heading in the next period?

Lazic: Pivara Skopje made the strategic shift toward digitalization of all processes long ago. We already work with integrated systems, automated production lines, modern sales tools, image-recognition technologies in production and the warehouse, online platforms for customers, and data-driven marketing solutions. In the next period, the focus will be even stronger on digital services for partners, even greater automation in production, advanced planning models that make the team’s work easier, the use of data for better and faster market decision-making, an improved consumer experience, the expansion of e-commerce, and 24/7 service.

We are not digitalizing to be modern, but to be even better, faster, more efficient, more precise, and closer to customers and consumers. That is our path forward and the essence of modern FMCG leadership.

SDK: Partnership with the community is deeply embedded in Pivara’s corporate culture. How do you see this role, and what are the next steps and major socially responsible projects?

Lazic: Pivara Skopje is a company with strong socio-economic impact. Directly and indirectly, we support 8,700 jobs, cooperate with more than 1,000 domestic suppliers and 12,000 customers, and across the entire value chain we create around 1% of the country’s GDP. That makes Pivara a strong driver of the economy, and our success is directly linked to the success of the community.

In the period ahead, we will strengthen our work on three levels. The first and most important level is support for young people. With special pride, I can announce that during 2026 we will launch a new major social platform focused on young people. This will be our most important CSR project in the coming years a program that will open opportunities for development, learning, mentoring, professional experience, and career growth. The second area where our efforts will continue to be concentrated is environmental protection and sustainability. ESG principles are part of our DNA, and therefore we will continue to invest in energy efficiency, the protection of natural resources, the introduction of green technologies, and good governance. The third level consists of our support for numerous local initiatives in different areas, through partnerships with a large number of organizations and institutions at local and central level, from the business sector and the academic community, with whom we share the same goal: creating conditions for long-term sustainable development that will benefit people, the environment, and the community as a whole.

At Pivara Skopje, we firmly believe that truly successful companies are those that leave a mark that goes beyond business. Our mark will be in people, in young people, and in the sustainable future we are building together. We are proud that we recently signed a new sponsorship agreement with the Handball Federation of Macedonia, a partnership that has lasted for 45 years. This is not just sponsorship, but proof of our long-term commitment to the development of sport and the promotion of healthy lifestyle habits in the community.

At Pivara Skopje, we firmly believe that truly successful companies are those that leave a mark that goes beyond business. Our mark will be in people, in young people, and in the sustainable future we are building together.

SDK: Where do you see Pivara Skopje in the future, and what is your personal vision as a leader?

Lazic: I see Pivara as a company that will continue to lead the market, but also to shape it. As an organization that grows from within, through what it offers to people and the team that is its driving force, and also externally, through partnerships with customers, consumers, and the community to which it belongs. I also see it as a modern brand ecosystem that brings together the most desirable beverages across all categories and creates unforgettable experiences for consumers.

My personal vision is clear: a stable strategy, innovation, agility, and strong leadership. I believe in the courage to take a step when others hesitate, I believe in data, I believe in partnerships, and above all I believe in the team.

The story of Pivara Skopje continues, and the best part is that our greatest achievements and successes are yet to come.

SDK: Finally, what would you like to say to consumers, partners, and the public, especially ahead of the holidays?

Lazic: This year, for me and for Pivara Skopje, success means much more than numbers and products. Success means people. I want consumers to feel that we are here to make all their moments more enjoyable, partners to see a secure and reliable ally, and the public to recognize our commitment to sustainable and responsible operations and our contribution to the community.

We will continue to invest, to develop, to create value, and to be your loyal partner you can always count on and rely on. Our brands have always been part of those moments, and with pleasure they will continue to bring a sense of happiness, connection, and togetherness.

Cheers to all the moments we have shared and to those that are yet to come!

Interview for sdk.mk