Rubin

Name

Rubin

Legal name

Rubin AD

Website

https://www.rubin.rs/

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Krusevac

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct product sales (B2C and B2B): Sale of over 80 products across wines (table, quality, premium, sparkling), brandies (Vinjak XO, Vinjak 5 VSOP, Vinjak Hedonic 50 year, Loza, Prepečenica), vodka (Atlantic), gin (Dry Gin), liqueurs (Pelinkovac, Seven line, Green Ghost Absinth), vermouth, and ready-to-drink (Barman RTD, Vinjak Cola, Špricer). Sold via own e-commerce, domestic retail/distribution and export to 20+ countries. Annual sales exceed 17 million liters of alcoholic beverages.
2. Wine tourism and tasting experiences: Paid guided tours of the Kruševac winery and tasting experiences with three Degustaciona karta tiers of varying depth (wines, brandies, food pairings, full lunch) led by Rubin's technologist.
3. Barrel (cooperage) sales: Sale of custom-produced oak barrels (500L) made from Serbian sessile oak, with four toast levels, to external clients — leveraging the in-house pinsterska radionica.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rubin manufactures and sells wines, brandies, vodka, gin, liqueurs and ready-to-drink cocktails from its own 1,200 ha of vineyards in Serbia, operating an integrated winery, in-house cooperage (pinsterska radionica) and oak-barrel cellar of 12,000 barrels. The company produces 80+ SKUs across table, premium and sparkling wines plus Vinjak brandy, Atlantic Vodka, Pelinkovac, Amante wines, Vronsky sparkling wines, Barman RTDs and other spirits, selling via its own e-commerce shop, domestic distribution, exports to 20+ countries, on-site winery retail and a B2B cooperage service.

Product overview

Rubin operates a single integrated winery and alcoholic-beverage production business headquartered in Kruševac, Serbia, marketing more than 80 named products organized into parallel product families rather than as a modular software platform. The flagship offering is the Vinjak (brandy) family — Rubinov Vinjak, Vinjak 5 V.S.O.P., Vinjak XO, and the archive-grade Vinjak Hedonic 50 Years Old — which anchors the spirits portfolio alongside Vodka Atlantic (produced using advanced technology adopted in 2018 with Russian partner Tehno filter), Dry Gin, and Rock 98. The wine side is structured in tiers: the premium Amante series (Amante Aurora, Carmen, Rina, Matea); the Double Barrique Cabernet Sauvignon and Sauvignon Blanc barrel-aged range; the Vronsky sparkling-wine line (Vronsky Belo, Vronsky Rose); the seal-marked Wines with Seal range (Cabernet Sauvignon, Chardonnay, Merlot, Muskat, Pinot Noir, Rose, Sauvignon Blanc, Rubinov Prokupac); and a broad table-wine assortment (Vranac, Graševina, Smederevka, Medveđa Krv, Car Lazar, Rose, Rizling, Carica Milica, Rubinovo Belo, Rubinovo Crno, Rubinova Ružica, Stari Grad). Adjacent categories include the traditional brandies Prepečenica and Loza, liqueurs (Rubin Pelinkovac, Green Ghost Absinth, and the Barmen line of Blue Curacao, Triple Sec, Lemoneto, Breskva, and Cherry), Vermouth, canned innovations (Vinjak Cola, Špricer Beli, Špricer Rose), and the Barman RTD cocktail range (Gin Tonic, Vodka Soda original, lime, and blueberry). Separately, under the Rubin Education brand, the company also offers Propel, a Chrome extension and Outlook Add-in that coaches students on email etiquette and professional communication skills.

Differentiator

Problem solved

Functional benefit

Brands

• Vinjak: Rubin's signature cognac-type aged spirit (brandy) line, including Rubinov Vinjak, Vinjak 5 V.S.O.P., Vinjak XO, and the archival Hedonic 50 years old.
• Rubinov Vinjak
• Vodka Atlantic
• Amante
• Vronsky
• Barman RTD
• Vinjak Cola
• Špricer
• Rubin Pelinkovac
• Green Ghost Absinth
• SEVEN (Liqueur Line)
• Vina sa pečatom
• Premium vina (Amante)
• Vina (Table Wines)
• ROCK 98
• Dry Gin
• Vermut
• Rakije (Brandies)

Products and services

• Vinjak (brandy product line) Rubin's flagship aged brandy family, anchored by Rubinov Vinjak (standard, aged minimum 2 years in oak, sold in 0.1L, 0.5L and 1L bottles) and spanning VSOP, XO and archive expressions such as Vinjak Hedonic 50 Years Old. Aimed at domestic Serbian consumers, the HoReCa channel and international export buyers seeking a 65-year-old regional brandy brand.
• Vinjak 5 V.S.O.P. VSOP-tier aged brandy within the Vinjak family, positioned above the standard Rubinov Vinjak tier for premium domestic and export brandy consumers.
• Vinjak XO Extra-old (XO) aged brandy in the Vinjak family, marketed as a premium tier of Rubin's spirits portfolio for gifting and connoisseur consumption.
• Vinjak Hedonic 50 Years Old Archive-grade 50-year-old aged brandy released as an ultra-premium expression at the top of the Vinjak family, presented in a crystal bottle decorated with 24-carat gold in a special decorative box with serving accessories.
• Vodka Atlantic Rubin's flagship vodka, produced with advanced vodka production technology adopted in 2018 in cooperation with Russian partner Tehno filter (highly specific chemically active filtration plant, an invention and patent of Academician Prof. Vladimir Tarasov). Positioned as a world-class vodka for retail and export markets.
• Dry Gin Rubin's gin offering with characteristic juniper aroma, sold in 1L and 0.1L bottles, part of the strong spirits portfolio alongside Vinjak and Atlantic Vodka.
• Rock 98 Strong alcoholic beverage (38% v/v) combining wine distillates aged in oak barrels with refined alcohol, positioned within Rubin's strong spirits portfolio.
• Amante Wine Series (Premium) Premium wine series spanning named expressions from Rubin's Tri Morava region vineyards: Amante Aurora (Chardonnay–Sauvignon Blanc blend, 13%), Amante Carmen (Prokupac–Merlot–Marselan blend, 14%), Amante Rina (Chardonnay aged 12 months in Serbian oak barriques) and Amante Matea (Merlot aged 12 months in Serbian oak barriques, 15%).
• Double Barrique Cabernet Sauvignon Double-barrique-aged Cabernet Sauvignon released as part of Rubin's premium wine tier, leveraging the in-house pinsterska radionica and Serbian sessile oak barrels.
• Double Barrique Sauvignon Blanc Double-barrique-aged Sauvignon Blanc released as part of Rubin's premium wine tier, leveraging the in-house pinsterska radionica and Serbian sessile oak barrels.
• Vronsky Sparkling Wines (Belo and Rose) Sparkling wine line offered in Vronsky Belo (white, Chardonnay) and Vronsky Rose (Pinot Noir) variants, produced by the classic Champenoise method with secondary fermentation in bottle and finished with a dosage of Arhivski Vinjak. Named in tribute to Russian colonel Nikolaj Nikolajevič Rajevski (Count Vronsky from Anna Karenina).
• Rubin Pelinkovac House wormwood/pelinkovac herbal liqueur with 35 carefully selected plants, sold in 0.1L and 1L bottles within Rubin's liqueur portfolio.
• Green Ghost Absinth Absinthe expression (54% v/v, 0.7L) with natural plant aromas and anise, positioned within Rubin's liqueur portfolio alongside the Barman line.
• Barman Liqueurs (Barmen Blue Curacao, Triple Sec, Lemoneto, Breskva, Cherry) Bartender-oriented liqueur line comprising Barmen Blue Curacao, Barmen Triple Sec, Barmen Lemoneto, Barmen Breskva (Peach) and Barmen Cherry variants for HoReCa and retail cocktail use.
• Barman RTD Cocktails Ready-to-drink canned cocktail range (4.9% vol, 0.33L cans) including Gin Tonic, Vodka Soda original, Vodka Soda lime and Vodka Soda blueberry variants.
• Vermouth Aromatized wine aperitif (16% v/v) made from specially selected white wine with bitter and aromatic plant extracts, sold in 1L glass bottles as part of Rubin's fortified/aromatized wine offering.
• Vinjak Cola Pre-mixed canned Vinjak-and-Cola drink (0.33L), positioned as a unique product on the Serbian market within Rubin's canned beverages line.
• Špricer (Beli and Rose) Wine-based canned spritzer line (wine mixed with water) available in white (Špricer Beli) and rosé (Špricer Rose) variants, 4.5% v/v, 0.5L cans.
• Rubinov Prokupac Single-varietal Prokupac red wine from Tri Morava vineyards, bearer of the Čuvarkuća "Made in Serbia" origin and quality mark for four consecutive years as of 2024.
• Wines with Seal (Vina sa Pečatom) Seal-marked (appellation/origin-certified) wine line covering Cabernet Sauvignon, Chardonnay, Merlot, Muskat, Pinot Noir, Rose, Sauvignon Blanc and Rubinov Prokupac.
• Table Wines Range Table-wine assortment including Vranac, Graševina, Smederevka, Medveđa Krv, Car Lazar, Rose, Rizling, Carica Milica, Rubinovo Belo, Rubinovo Crno, Rubinova Ružica and Stari Grad, serving daily domestic wine demand.
• Prepečenica (plum rakija) Plum-based rakija (42% v/v) within Rubin's traditional Serbian brandies portfolio, targeted at domestic brandy consumers.
• Loza (grape rakija) Grape-based rakija (45% v/v) within Rubin's traditional Serbian brandies portfolio, targeted at domestic brandy consumers.
• B2B Cooperage Oak Barrels (500L, four toast levels) Custom-produced 500L oak barrels made from Serbian sessile oak (Quercus Sessiliflora / Quercus petraea) sourced from trees over 80 years old, with 2-4 year open-air drying and four toast levels (light, medium, medium plus, heavy). Sold to external wineries, brandy producers and distillers via direct sales.
• Wine Tourism and Tasting Experiences at Kruševac Winery Paid guided winery visits and tasting experiences at the 14 ha Kruševac winery complex with three structured Degustaciona karta 1/2/3 tasting tiers (wines, brandies, food pairings, full lunch) and 1-3 hour tours of cellars and cooperage led by Rubin's technologist.

Quantifiable outcome

• Largest vineyards in the country at 1,200 ha across 19 sites
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship — central to atlantic vodka differentiation, core — historical backbone of the grape supply and distribution network, operational — supports the online shop and minor — brand-story and naming only.

• Tehno filter (Russia)flagship — central to atlantic vodka differentiationTechnology or Integration · 1 January 2018Strategic technology partnership in 2018 to introduce a new vodka production technology for Atlantic Vodka. Tehno filter contributed a plant of the last generation based on highly specific and chemically active filtrations. The plant is an invention and patent of Academician Prof. Vladimir Tarasov. Through the partnership Rubin raised the quality of Atlantic Vodka to the level of world vodka producers.
• Surrounding cooperatives in the Kruševac regioncore — historical backbone of the grape supply and distribution networkChannel Partner/ Reseller/ DistributorLong-standing relationship with cooperatives in the Kruševac region dating from the 1960s, leading to significant growth of vineyards and the planting of world-famous grape varieties for wine and brandy production. Also serves as part of Rubin's distribution network.
• Smartnetmediaoperational — supports the online shopTechnology or IntegrationHosts and powers Rubin's online shop at rubin.smartnetmedia.rs, where the product catalog is rendered across all category pages (Vinjak, Premium vina, Vina sa pečatom, Penušava vina, Stona vina, Jaka alkoholna pića, Likeri, Vermouth, Vinjak Cola, Špricer, Barman RTD).
• Nikolaj Nikolajevič Rajevski (Count Vronsky tribute)minor — brand-story and naming onlyOthersThe Vronsky sparkling wine range (Belo and Rose) is named as a tribute to Russian colonel Nikolaj Nikolajevič Rajevski (alias Count Vronsky from Anna Karenina) who gave his life in the liberation of Serbia from the Ottomans. Rubin honors this hero through the brand.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tikveš Winery: Tikveš is the largest wine producer in North Macedonia and a regional Balkans competitor with a comparable vertically integrated vineyard-to-bottle platform, including a port and brandy line. It is the closest geographic and portfolio peer to Rubin's wine and spirits business.
• Zvečevo: Zvečevo is a Croatian wine, sparkling wine, and chocolate liqueur producer with Balkan distribution and export presence. It overlaps with Rubin across branded spirits, sparkling wine, and traditional regional retail channels, with similar brand-portfolio breadth in a neighboring market.
• Vina Zvonko Bogdan: Zvonko Bogdan is a premium Serbian winery in the Vojvodina region with international competition medals and an own-brand portfolio across still and sparkling wines. It is a direct domestic competitor to Rubin's premium Amante and Vronsky ranges, competing for the same on-trade and export accounts.
• Aleksandrović Winery: Aleksandrović is a leading Serbian premium winery operating from Topola, with a vertically integrated estate and international competition credentials. It is a direct domestic peer to Rubin's premium wine tier (Amante, Double Barrique, Vronsky) and competes for premium on-trade listings in Serbia and the region.
• Erdevik Winery: Erdevik is a Serbian boutique winery in Vojvodina producing premium still and sparkling wines with international competition medals. It is a direct domestic peer to Rubin's premium and sparkling wine portfolio, targeting overlapping premium retail and HoReCa accounts.

Broad incumbents

• Stock Spirits Group: Stock Spirits is a Central and Eastern European branded spirits group (vodka, rum, brandy, bitters) with operations across Poland, Czechia, Slovakia, the Baltics, and the Balkans. It is a broad incumbent peer because of overlapping branded-spirits distribution and category mix, although at much larger scale and broader geographic reach.
• Pernod Ricard: Pernod Ricard is a global wine and spirits group whose portfolio includes Martell cognac, Jameson, and Absolut. It is a broad incumbent that competes with Rubin's Vinjak line in the brandy/cognac category and operates a global distribution footprint Rubin could only aspire to reach.
• Diageo: Diageo is a global premium spirits company with brands including Johnnie Walker, Tanqueray, and Smirnoff, plus a wine division. It is a broad incumbent in the same beverage category space as Rubin's spirits portfolio, especially relevant for Atlantic Vodka and Dry Gin competitive benchmarking.
• Treasury Wine Estates: Treasury Wine Estates is a major global wine producer (Penfolds, Beringer, Wolf Blass) with a portfolio strategy focused on premiumization and geographic expansion. It is a broad incumbent peer to Rubin's wine business, illustrating how a regional producer can scale into a multi-billion global brand portfolio.
• Constellation Brands: Constellation Brands is a large international wine, beer, and spirits group with strong distribution in the US and beyond. It is a broad incumbent peer that benchmarks how a multi-category beverage producer scales premium wine and spirits brands globally, useful for thinking about Rubin's international export ceiling.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rubin