Nikola Mićunović, Researcher and Entrepeneur
While many young people opt for stability and a predictable path, Nikola Mićunović chose the challenge and built a brand that merges tradition, rebellion, and modern entrepreneurial spirit. As the founder of the rakija brand “Manita”, and a collaborator at the University of Donja Gorica, Nikola demonstrates that education and business need not be at odds they can instead complement each other. In an interview for Diplomacy & Commerce Montenegro, this young man from Cetinje speaks about his personal motivations, the challenges of production in Montenegro, the importance of authentic branding, and his vision for socially responsible entrepreneurship. Mićunović reminds us that the story is just as important as the product because “only those who have something to tell have a chance to make a mark on the market.”
Nikola, as a young man who entered the business world through the production of rakija “Manita,” how would you describe your personal motivation what inspired you to shape a traditional product into a contemporary brand?
I believe the need to reconnect with tradition, rural life, and production became especially pronounced for me in recent years particularly during and after the COVID pandemic. Those were times of crisis that made it clear there will be moments (and there will be more in the future) when you’re left to rely solely on yourself and your own ability to live off the fruits of your labor. On the other hand, my drive to pursue entrepreneurship stems from the very entrepreneurial spirit I’ve dedicated years to cultivating in youth via student organizations and through my academic role at the University of Donja Gorica. In my view, UDG stands as the foremost entrepreneurial initiative in Montenegro since independence. The decision to start my own business was a personal test a chance to see if I truly believe in entrepreneurship, with all its benefits and its challenges. I also wanted to test whether I was genuinely ready and able to launch my own entrepreneurial venture, knowing I had spent years promoting, preparing, and executing projects aimed at supporting young people in their entrepreneurial development.
When it comes to Eagle Stone Distillery and the rakija brand MANITA, the reason is simple: I wanted us to produce and market a traditional Montenegrin drink under a brand that would be striking not just in name, but in quality, which has been our priority from the very start. The name MANITA stems from a desire to revive that rebellious, “maniti” spirit among Montenegro’s youth the spirit of freedom that, in my view, has recently begun to vanish from our neighborhoods and streets.
I believe that individuals of such character gifted, courageous, and ready to break free from societal constraints are the best candidates to become future leaders and entrepreneurs. That’s why our brand slogan is, “The rakija of freedom and character!” We want to create a spirit with its own character, while also awakening the spirit of freedom in every individual, inspiring them to remain dignified, authentic, and true to themselves regardless of societal pressures or the herd mentality.
Montenegro is increasingly recognizing the value of locally-made, authentic products but the market still presents significant challenges. How would you assess the business environment for young producers in sectors such as rakija distillation is the system encouraging or discouraging initiatives like yours?
I must be honest the business environment offers far more opportunities than we might think when viewed from the outside. Looking at the business climate overall, I believe Montenegro possesses a developed economy and growing institutional support that genuinely aims to help young people launch their own companies. There is an increasing number of financial and technical support programs available, yet I think they are still underutilized by young entrepreneurs. Furthermore, the number of international calls and projects promoting the circular economy and the concept of a smart, green, and sustainable Montenegro is on the rise. Unfortunately, only a very small number of young entrepreneurs decide to apply for those national and international initiatives. In my opinion, this stems from two key factors firstly, the lack of awareness among young entrepreneurs and producers about available opportunities that could enhance their business, both financially and professionally; secondly, a prevailing fear of personal initiative of preparing an application on their own, of taking a chance and risking it, and the realization that not everything can or should be pre-arranged in our society.
I must admit that, regrettably, I haven’t devoted enough time and energy to exploring current opportunities and programs but I’m trying to change that. This matters both for direct support to our business and for the chance to expand our network through new projects. As for rakija production, I believe there’s immense potential for commercial sales and branding of our traditional spirit especially since there are currently very few officially registered distilleries in Montenegro. I must especially commend the prompt and professional approach of the representatives from the Ministry of Agriculture and other relevant institutions, who perform their duties with seriousness, professionalism, and dedication. To me, they are proof that despite the emigration of young people and the tendency to seek employment in the public sector for the sake of a “secure salary and position,” capable and intelligent individuals still exist who ensure that institutions function consistently. It is also important to highlight the law supporting small producers in Montenegro, which enables us to remain somewhat competitive in terms of pricing, without compromising on product quality a factor of utmost importance in an environment plagued by unfair competition.
In addition to your entrepreneurial endeavors, you are also actively involved in academic life as a collaborator at the University of Donja Gorica. How do you manage to maintain a balance between these two worlds science and business and do they complement each other in your case?
For more than a decade, I have been part of the UDG family, where, in addition to studying, I had the opportunity to coordinate the work of student organizations arguably the most important professional and life experience I have gained so far. It was precisely thanks to my membership and active involvement in these organizations that I was able to conceive and launch my first projects, conferences, and competitions. This required securing funding and earning the trust of partners companies and institutions which enabled me to successfully carry out numerous entrepreneurial and educational events. These events have since become a recognized brand among high school and university students and continue to grow year after year. It was during this time that I realized there is ample space to pursue entrepreneurial success through ideas and projects in which I strongly believe.
After completing my studies at the Faculty of Economics at the University of Montenegro and the Faculty of Information Systems and Technologies at the University of Donja Gorica, I dedicated my master’s research to project management. I am currently finalizing my doctoral studies focusing on the digital transformation of small and medium-sized enterprises in Montenegro. As a teaching assistant at the university, I have the opportunity to work daily with young people an experience that provides me with immense motivation as well as the responsibility to continually develop myself, conduct research, and pursue professional growth.
I find it deeply regrettable that a significant number of serious entrepreneurs in Montenegro lack the receptiveness, opportunities, and understanding to support socially responsible projects, to initiate the establishment of research centers for the development of new ideas, and to foster the selection of talent as future employees within their own companies. I believe that such a traditional business mindset one that does not prioritize the continuous improvement of the skills and knowledge of its leaders and teams, nor proactively prepare for future challenges is unlikely to be sustainable in the long term or globally competitive.
On the other hand, I believe that, in the long run, the worlds of business and education cannot function separately especially in an era marked by digital technologies, geopolitical and economic crises, and significant disruptions in the labor market.
It is only when you decide to start your own company that you realize the knowledge and skills you have acquired so far are not sufficient you must continue learning, work on self-improvement, and quickly adapt to daily challenges. Regardless of the field in which you study, without additional education and multidisciplinary skills, you cannot remain competitive in the global market because today, instead of narrowly specialized experts, the advantage goes to “smart generalists.”
Rakija in our region is much more than just a drink it is a part of culture, identity, and even family stories. How important is it to you that “Manita” preserves its authenticity while simultaneously communicating in a contemporary language to a market that values originality?
When it comes to the MANITA brand, our aim is to preserve the connection to tradition and culture through quality and character, while telling an authentic story about Montenegro. We neither want nor can afford to compromise on this, as it is precisely this approach that builds trust among our consumers rakija enthusiasts and connoisseurs of fine spirits alike. At the same time, we strive to be modern, distinctive, and recognizable. I believe we have already achieved this with the name MANITA, which has elicited exceptionally positive reactions from the public and opened the door for us to expand our range and successfully capture the market. Our target audience is not narrowly defined, reflecting the broad vision and core values of the MANITA brand, which extend beyond simply selling rakija and generating profit. Our rakija is primarily intended for lovers of authentic, high-quality spirits, but also for young people and individuals who, inspired by the name itself, are encouraged to take initiative, embrace responsibility, and take risks on the path toward ideas they believe in. Equally important is the invitation to share their own stories about the spirited nature, past experiences, rebellion, and authenticity. When discussing the rakija market, we are referring to a production sector in Montenegro that remains insufficiently developed in terms of commercial approach and market valorization. On the other hand, competition in the region is very strong, and without a brand that offers both quality and a compelling story to convey to consumers, it is difficult to build a successful and sustainable longterm business model. Over the past years, I have had the opportunity to meet a large number of serious producers who face challenges in marketing their products challenges largely stemming from unclear brand communication, as well as the neglect of marketing and branding strategies, which are often regarded as “less important” for business success. Additionally, there are many top-quality rakija producers who have yet to take the leap of starting their own companies and bringing their products to market, due to fear of the unknown and numerous obstacles and barriers. It is precisely for this reason that I believe companies, beyond product quality, must find a way to be authentic through their name, visual identity, and promotion because only in this way can they capture attention, build a loyal consumer base, and secure their share of the market.
Given your experience in both education and business, do you see yourself as a mentor to new generations of young people who aspire to create something of their own? What advice would you offer to those considering entering similar production ventures but who are hesitant because of the risks involved?
I cannot boast extensive experience or major achievements in business, but on the other hand, I firmly believe that the perception of entrepreneurship is extremely important especially for young people. Unlike business, where the primary goal is to generate profit and maintain financial success, entrepreneurship encompasses much more: it requires leadership, socially responsible projects, exploration of new trends, and continuous innovation. These are precisely the qualities and values I would wish for every young person regardless of whether they start their own company or pursue a different profession. Being different in the work you do that is the essence of an entrepreneurial mindset.
A few years ago, I had the opportunity to earn the trust of international partners and establish the Junior Achievement organization in Montenegro, which has become part of the global Junior Achievement Worldwide network. This is the largest entrepreneurial network focused on youth, ranked among the top 10 non-governmental organizations worldwide and nominated multiple times for the Nobel Peace Prize. I am proud that we launched the JA network office in Montenegro, which today includes over 12 million students, 90,000 teachers, and 500,000 business mentors around the world. Most importantly, thanks to this network, our students and teachers participate in international programs travelling, developing professionally, expanding their academic and professional networks, and acquiring new knowledge and skills. In just a few years of work, we have launched numerous national educational programs, helped establish hundreds of student-run companies in high schools, and organized international events aimed at creating new opportunities and projects to empower young entrepreneurs in Montenegro. It is both a great pleasure and a privilege that, through the activities of the JA Montenegro office, I have the opportunity throughout the year to work with a large number of students remarkable young people from whom I constantly learn, and whom I strive to support in launching their own companies and proving their belief in their ideas and projects.
Unfortunately, bureaucracy and significant administrative barriers remain major obstacles for young people. As a result, many potentially successful initiatives ultimately boil down to enthusiasm alone, leading many to return to traditional professions. Nevertheless, my advice to young people is clear start projects you believe in and have a meaningful story to tell. Because often, it is the story that makes all the difference.