Rakija’s popularity grows in Croatia as image transforms
- by croatiaweek
- in Entertainment
Rakija revival
Croatians are consuming more spirits than ever, and rakija, particularly šljivovica, is becoming increasingly popular.
This trend has been highlighted by a study conducted by the Euromonitor International agency, published in the December issue of the monthly magazine Ja Trgovac.
The study estimates that a total of approximately 17.3 million litres of spirits will be consumed this year, representing an increase of nearly nine per cent compared to the year before last.
On a daily basis, this amounts to around 47,400 litres.
As more young people are also drinking spirits, we used the number of Croatians over the age of 15—about 3.3 million according to the 2021 census—for a simple calculation, according to Danica.
Based on these figures, the average adult in Croatia is expected to consume more than five litres of spirits this year. Statistically speaking, this equates to 0.014 litres of spirits per day.
Since cafés typically serve spirits in 0.03-litre glasses, it means the average person drinks one glass of strong liquor every other day. This represents the highest consumption in recent years, Danica notes.
Rakija’s Image Revival
In recent years, rakija has undergone a remarkable image transformation.
Once seen as the drink of the poor and rural areas, it is now considered a trendy and refreshing spirit.
A spring survey by Ipsos revealed that almost every other Croatian occasionally drinks rakija.
Rakija made from walnuts
The Undisputed Queen
A study conducted last year by Hendal showed a significant increase in rakija enthusiasts over the past two years, with an eight per cent rise compared to 2021.
The survey, which sampled a nationally representative group of Croatians aged 16 and over, revealed that 37 per cent of respondents drink liqueurs.
Rakija, however, emerged as the clear ‘queen’ of the study, with the percentage of people who drink it jumping from 23 per cent to 31 per cent in just two years.
Making rakija in Međimurje, Croatia (Photo: Silverije/CC BY-SA 3.0)
Gin followed with 11 per cent (a four per cent decrease from two years ago), whisky also at 11 per cent (a one per cent decrease), and vodka at 7 per cent (a three per cent decrease).
