Pašareta: Istria’s iconic drink celebrates 100 years

Pašareta (Photo: Grad Pazin)

Pašareta is one of the symbols of Croatia’s Istrian peninsular – a bright red carbonated citrus fruit-flavoured soft drink. Its uniqueness lies in the fact that it can only be bought and ordered in restaurants and cafes within Istria.

To this day, the drink is produced solely by the Ferenčić family from Pazin, who have been in the non-alcoholic beverage business since 1924. 

Their most popular drink is certainly Pašareta, which celebrates its 100th anniversary this year. 

Remarkably, even World War II didn’t stop its production.

A drink that was never advertised

Interestingly, the Ferenčić family never invested in marketing or expensive advertisements for this drink. The popularity of Pasareta is owed to word of mouth. The Ferenčić family also chose not to seek media exposure.

On the occasion of 100 impressive years of producing non-alcoholic beverages, Pazin Mayor Suzana Jašić and her associates visited the Ferenčić family’s production facility in Stari Pazin, Grad Pazin reported. 

Touring the plant, and observing the production process, the city delegation was introduced to a piece of the family company’s history. 

This brand has become a symbol of tradition and a distinctive identity of the people of Pazin, and the entire peninsula over generations.

From hand-bottling for a few taverns in Pazin to the iconic Pašareta drink

Initially known as Pasareta, and later pronounced Pašareta, regardless of the name, you’ve likely heard of and tasted this iconic refreshing red non-alcoholic drink if you have visited Istria.

Franko, Renato, and Feručo, three Ferenčić brothers, now run the family business that their grandfather Giuseppe started exactly one hundred years ago. 

Franko told the delegation from Grad Pazin that his grandfather used to hand-fill syrup into special bottles that are no longer made today. He would get up at 4 a.m., fill the bottles, and deliver the drink by car (one of only four cars in Pazin at the time) to several taverns in Pazin. 

The business stayed within the family and continued through World War II.

Besides Pašareta, they also produce a yellow version – Orangeade, and Tonic water. Despite not investing in marketing, Pašareta’s popularity in the area is immense. No celebration or similar event goes without this iconic drink on the table. 

Finally, everyone is curious about the ingredients of Pašareta. During the mayor’s visit, they only whispered part of the recipe; water, sugar, and citrus fruit flavours, while the key ingredients remain a secret, as they have for the past 100 years.

As the Ferenčić brothers emphasised, family business dynamics have their challenges and advantages. They run the business jointly and harmoniously, and soon, the younger generations of the Ferenčić family will take over the operations.