In an exclusive interview with First Balkan Media, the owner of Tikveš Winery discusses the American market, the international success of Macedonian wines, the importance of the diaspora, and the challenges facing Macedonia’s wine industry.
Svetozar Janevski, owner of Tikveš Winery, recently visited the United States, bringing one of Macedonia’s best-known wine brands to the international business community in Chicago.
During his visit, Tikveš products were showcased at the annual business luncheon organized by the Illinois Chamber of Commerce, with the participation of the American Balkan Trade Center. The event brought together representatives of some of Illinois’ most successful companies and featured remarks by Illinois Governor J.B. Pritzker.
The First Balkan Media team had the opportunity to sit down with Janevski for an exclusive one-on-one interview about Tikveš’s international ambitions, its growing presence in the United States, the Macedonian diaspora, and the future of the country’s wine industry.
“When You Don’t Have a Market at Home, You Have to Look Abroad”
First Balkan Media: Mr. Janevski, you are in Chicago today, representing Tikveš at an important business event in Illinois. What brings you here, and what are you presenting to the American business community?
Svetozar Janevski: I am used to traveling. My life is spent traveling and meeting new people. When you don’t have a sufficiently large market in the country you come from, you have to look for markets abroad.
We tried not to disappoint you. My vision and mission are to achieve what the Greeks and Italians have accomplished with their national brands. Our greatest opportunity is not in politics or in developing grand business plans. It is simply about creating an emotional connection with our people living in America, Europe, and everywhere around the world.
Tikveš is far from being an average company. We have moved beyond the boundaries of mediocrity and are working toward becoming one of the leading wine producers internationally.
Every year, our wines receive awards and recognition across different continents. Recently, we had a group of sommeliers in Japan, where as many as nine Tikveš wines received awards.
As a small nation, we should be proud that a country like Macedonia can compete with the major wine-producing countries when it comes to quality.
Five Terroirs and Wines That Represent Macedonia
First Balkan Media: Tikveš has received numerous international awards. Which wines are most popular among Macedonians and other Balkan communities in America? Is the American market beginning to recognize the value of premium Macedonian wines?
Svetozar Janevski: We spent a long time trying to find the right approach to this market. We followed the trend of affordable wines, but that is far from what we truly want to represent.
Tikveš is one of the rare wineries with five different terroirs. Even in France, it is difficult to find a company with that kind of diversity.
We have many wines in the premium category that bring us significant awards and medals. Our goal is not simply to sell wine. It is to present the quality, character, and potential of Macedonian wine and the land where it is produced.
First Balkan Media: What is Tikveš’s mission in America? What do you want the American market, particularly the Macedonian diaspora, to recognize in this brand?
Svetozar Janevski: Our company philosophy is simple: if we cannot achieve the best and deliver the best, then we should not do it at all.
We are the market leader in our region, and my mission in America is to create an emotional connection with our people here.
This is already my third visit to America this year, and I plan to return once more before the end of the year. That demonstrates how seriously we take this market.
When it comes to quality, there is no compromise. And when it comes to distribution, naturally, our goal is to be present and recognized everywhere.
“Nobody Is Rich Enough to Pay Twice as Much for the Same Product”
First Balkan Media: What is your strategy for the American market? How do you balance premium quality with prices that consumers consider reasonable?
Svetozar Janevski: Take Smederevka, for example. It is one of Tikveš’s most accessible and best-selling wines. This year, Decanter awarded it 86 points.
What do those 86 points mean? They mean that nobody is rich enough to pay twice as much for the same product. That is why we maintain a level of quality that leaves consumers satisfied with their purchase. When someone buys our wine once, we want them to enjoy the experience and want to buy it again.
For us, it is essential that consumers recognize the value of the wine. Quality must remain consistent, and trust is built with every bottle.
The Crisis in Macedonia’s Wine Industry: “We Have Grapes, but We Lack a Market for Wine”
First Balkan Media: What is new at Tikveš? How is the company dealing with the current economic challenges and the situation facing Macedonia’s grape growers and wine producers?
Svetozar Janevski: Despite this turbulent period, we have managed to navigate the challenges. We are organizing ourselves and finding ways to move forward.
However, I must say that Macedonia is facing a serious crisis in its viticulture and wine industry.
Abraham Lincoln once expressed a thought about how support should not come at the expense of fairness. In Macedonia, we had grapes, but we did not have a sufficient market for wine. And today, we are still missing that market.
Unfortunately, this year, approximately 50 percent of the grapes in Macedonia will not be purchased. We are going through a transition that will bring many changes, and the consequences will be serious. Sadly, many people will stop growing grapes.
Our banks, as well as European financial institutions, do not have sufficient capacity to support agriculture. That is why we often wonder how long both Macedonia and Europe can continue operating this way.
We have significant challenges ahead that we must overcome. Usually, these problems are resolved through conversation and dialogue. We will see how things develop in our country.
I want to challenge the political establishment to sit down and talk with me. I don’t want them to give me anything, and I don’t want them to take anything away from me. I know they take, but I am not asking them to give. What I want is dialogue and solutions to the problems.
“When a Macedonian Brand Opens Doors Around the World”
First Balkan Media: Finally, how does it feel to see Macedonian wine served at some of the world’s most prestigious venues and international gatherings?
Svetozar Janevski: The Prime Minister once called me from a private club in London and said, “There is Tikveš wine in front of me. People are drinking it, just so you know.”
Those are moments that truly mean something.
When you see a Macedonian product present in places where people from all over the world gather, you realize that what you have built goes beyond an individual company.
Macedonian at Heart. World-Class in Quality.
With its international awards, long-standing tradition, and ambition to reach new markets, Tikveš continues to strengthen its position as one of Macedonia’s most recognizable brands.
The message from Chicago is clear: Macedonian products can compete on the world stage, and the diaspora can play an important role in connecting domestic producers with international markets.
Quality remains Macedonia’s strongest ambassador.
Cheers to Macedonian brands opening doors around the world!
First Balkan Media | Exclusive Interview | Chicago
