Rakija: The Underground Spirit Gen Z Is About to Blow Up.

In a world of overhyped hard seltzers and cookie-cutter cocktails, a new kind of spirit is quietly stealing the spotlight — and it isn’t coming from California or Oaxaca.

Born from Trees, Not Trends At its core, rakija is absurdly pure. Often distilled from 30 pounds of fruit per bottle — plums, apricots, pears, quinces, even wild herbs — there’s nothing artificial here. No syrups. No mystery flavorings. Just fruit, fire, and a little bit of time.

Outside the Balkans, you might hear rakija referred to as fruit brandy in the U.S., or schnaps in Austria and Germany. But let’s be clear: rakija is its own beast — drier, bolder, and built with centuries of tradition.

“People are shocked when they find out how clean it is,” says Djordje Milosevic, a bartender at Riddle Bar in Belgrade. “You don’t need to add much. Just an ice cube, maybe a citrus peel — it’s already complex.”

And the best part? It's strong without being aggressive. One pour gives you warmth, not a headache. It’s elegant. It’s minimal. It’s made for modern palates.

The Bartender’s Secret Weapon In cocktail bars across Serbia, and even Berlin, London and Chicago, brandy is becoming a go-to base for mixologists who want to ditch the predictable. It’s showing up in smoked plum Negronis, apricot spritzes, and sour-style drinks with quince and egg white foam.

“I call it the European mezcal,” says Ana Petrović, head mixologist at Rakija Bar. “It’s got history, intensity, and soul — but it's more approachable. And it's ours.”

The spirit is also perfect for Gen Z: it fits right into the ethos of sustainability, local sourcing, and authenticity. It’s made in small batches, often by family-owned distilleries. You’re not drinking a brand — you’re drinking someone’s legacy.

Global Buzz, Local Roots Even international judges are taking notice. At the 2024 Spirits Selection by Concours Mondial de Bruxelles, rakijas from Serbia took home multiple golds — surprising some in the crowd who had never even heard of the spirit.

But that’s changing. Rakija is popping up on curated bar menus, niche import lists, and insider TikTok cocktail accounts. People are curious. And once they try it, they’re hooked.

Don’t Sleep on Rakija Here’s the truth: every generation discovers a spirit that becomes their signature. For Millennials, it was mezcal. For Gen X, it was small-batch bourbon. For Gen Z? The next one could be rakija.

But only if the region gets behind it.

Just like Mexico backed mezcal and Japan pushed shochu, it’s time for Serbia — and the whole Balkan region — to go all in. Promote it. Protect it. Elevate it. This isn’t just alcohol. It’s a story waiting to be told.

Final Sip Rakija isn’t trendy. It’s timeless. But right now, it’s also new — at least outside the Balkans. And that combination is rare. So if you’re a bartender, a spirits nerd, or just someone who likes to be ahead of the next big thing… get your hands on a bottle. Pour it straight. Stir it into a cocktail. Tell your friends. Because soon, rakija won't be a secret anymore.