Sanja Ćalasan, Executive Director at Brewery Trebjesa, a member of Molson Coors Beverage Company
In an open interview with Diplomacy&Commerce, Sanja Ćalasan reveals how she built her career, what it means to be a woman leader in an industry largely dominated by men, and how Trebjesa Brewery blends authenticity with the modern needs of consumers.
When she first stepped into Trebjesa Brewery in 1998, the then young economist could not have imagined that two decades later she would become the first woman at its forefront. Her professional journey has been entirely linked to this company – she began in the finance department, where, with the support of experienced colleagues, she gained knowledge and proficiency both locally and from the management of the Belgian corporation Interbrew, at that time Trebjesa’s owner.
Over the years, she patiently built her career, taking on roles of increasing responsibility. First as Finance Director for Montenegro and Serbia, and later, having earned the trust placed in her, as Chief Executive Officer. What proved crucial was that in every position she carried out her work with professionalism, transparency, and a focus on development. Trebjesa Brewery is also distinctive in that a significant number of its managers are women, which clearly demonstrates that within this company leadership is respected through knowledge, integrity, and dedication.
Tradition and modernisation are often in tension. How do you at the Brewery manage to balance them and preserve brand recognition while remaining innovative?
For us at Trebjesa, tradition and quality are not just words but values embedded in the identity of Nikšićko beer. They are what have been passed down through generations and make us recognisable. However, a brand can only endure if it keeps pace with contemporary trends and consumer needs. The strength lies in balance – we safeguard authenticity while at the same time introducing innovations.
For us, modernisation never means abandoning what has shaped us. Nikšićko is a symbol of tradition, but also a platform through which we promote responsible enjoyment, sustainability, and social engagement. We introduce innovations both in our portfolio and in our communication – through digital channels and creative campaigns that allow us to reach the younger audience.
In what ways does Trebjesa Brewery contribute to the local community – through employment, sustainability, or socially responsible projects?
Our company is inextricably connected to the community, not only as an employer, but also as a partner in development. We are proud of the “Top Employer” and “Family Friendly Company” certificates, which both confirm our commitment to our employees. People represent the cornerstone of our success, and a culture that values knowledge and innovation sets us apart from others. In addition to employment, we place great focus on sustainability. We invest in technologies that reduce energy and water consumption, develop circular processes, and encourage responsible consumer behaviour. In this way, we create value for the future generations as well.
How do you perceive beer consumer habits in the region, and in what way does Trebjesa Brewery adapt its offer to these specificities?
Consumer habits vary, but there are also shared trends. Beer has traditionally been associated with socialising and local identity, but young people are increasingly looking for new styles – from premium lagers to light fruit-based drinks. The experience a drink provides, not just its taste, is becoming more and more important. Our entry into the cider category with the Aspall Pip & Wild brand was a well-considered response to these changes. Our aim is not to change consumer habits, but to offer the right choice for every occasion – from gatherings at home to festivals and nights out.
Which global trends in beer consumption do you see as decisive for the future of the industry, and how are you preparing strategically for them?
The industry is undergoing significant changes – there is increasing demand for alcohol-free beers, drinks with less sugar, and products with added benefits. Consumers expect brands to deliver values, identity, and a message. Sustainability and the circular economy have become standards rather than options. We do not follow trends at any cost, but carefully select those that make sense for our market and our company.
What do you see as the greatest opportunity, and the greatest challenge for Trebjesa Brewery in the next five years?
The greatest opportunity lies in the strength of our brands, particularly Nikšićko beer, which holds the status of a symbol but also has the capacity, through innovation, to remain attractive to new generations. We also perceive potential in the premium segment, as well as in expanding our offer beyond the beer category. The greatest challenge is the dynamics of the market – from economic and regulatory changes to sustainability demands and increasingly strong competition. Nevertheless, I am convinced that thanks to the knowledge and enthusiasm of our team, we will turn challenges into opportunities. We believe in the values that have built us, but also in openness to the changes that shape the future.