Another dynamic year is behind us - one filled with challenges, but also remarkable achievements. VODAVODA marked two decades of existence, expanding into new international markets, while Gorki List solidified its leadership position with impressive growth. Meanwhile, VODAVODA Vodica maintained its status as an undisputed leader in its category, beloved by children and parents alike. We spoke with Vojin Đorđević, the creator and founder of the VODAVODA and Gorki List brands, about recent accomplishments, strategic plans, and the vision driving his success. 1. The past year brought many challenges. What would you highlight as the greatest success? This has been an incredibly dynamic and successful year for our brands, especially for VODAVODA, as we celebrated its 20th anniversary. During this key milestone, we secured our presence in Switzerland, Australia, and Austria, bringing our footprint to 23 international markets. Entering new markets also called for increased capacity—so we proudly launched a state-of-the-art production line that ensures the quality of our water remains unchanged, just as it is at a depth of 605 meters. Thanks to this, VODAVODA continues to see impressive growth, while VODAVODA Vodica has remained the top choice among children and parents and is the best-selling children’s water since its launch. Gorki List, thanks to its exceptional quality, achieved a remarkable 20% growth in both domestic and international markets. We also introduced a refreshed visual identity and updated brand communication. 2. VODAVODA is a natural artesian mineral water, praised for having the same quality in the bottle as at its source. How do you ensure that consistency, and how is that perceived globally? Without comparing VODAVODA to other bottled waters, it’s important to clarify that many consumers believe all bottled waters—table, spring, or mineral—retain the same composition as at their source. However, due to various factors, most waters go through filtration and treatment processes to achieve the desired taste and quality. In contrast, VODAVODA is bottled directly from a 605-meter-deep artesian well without any processing or treatment. Its composition is exactly the same in the bottle as it is at that depth. When you open a bottle of VODAVODA, you’re experiencing water that has waited thousands of years to be tasted. That’s why we don’t call our facility a factory - we call it the Home of Water. This authenticity and consistency have been recognized both locally and internationally, with a 30% increase in sales. I’m confident that more people will continue to appreciate its natural purity and high quality. 3. Gorki List is synonymous with authentic bitters and a rich tradition. What’s next for the brand globally? Gorki List is a brand with a strong personality and a proud legacy. Authenticity and natural ingredients are increasingly valued around the world, which gives us a strategic advantage for continued growth. We have ambitious plans to enter new markets, enhance our branding, and introduce innovations that will reinforce Gorki List’s position among the world’s top bitters. To meet rising demand, we’ve expanded production capacity and introduced new production lines. With proven quality, tradition, and loyal consumers, we continue to communicate the unique formula of Gorki List and its 27 medicinal herbs in a transparent way, even in a world where most keep such secrets. Herbs like wormwood, thyme, yarrow, lemon balm, juniper, savory, gentian, chamomile, fennel, mint, and others are central to our recipe. This transparency deepens the bond between the brand and consumers, who not only appreciate the rich flavor but also its health benefits, for themselves and for society. 4. What are your strategic goals for 2025? What will be the key areas of focus for brand growth and expansion? Our main objective this year is to continue expanding internationally while making strategic investments in innovation and sustainable growth at home. We want consumers to enjoy premium products like VODAVODA, VODAVODA Vodica, and Gorki List. This year, we’ll be presenting our products at the world’s largest trade event in Japan. Given VODAVODA’s growing popularity in luxury hotels and establishments worldwide, especially in Gulf countries like Qatar and Kuwait - we’re launching a sparkling version in glass bottles exclusively for international markets. We’re also strengthening our distribution in Asia and the U.S., while continuing to support sports and promote healthy lifestyles. For Gorki List, the focus is on strengthening our presence in the premium segment with innovative consumption concepts. In collaboration with top bartenders, we’re redefining how the brand is experienced—merging tradition, sophistication, and modern hedonism. 5. What inspires and motivates you personally in business? What advice would you give to young entrepreneurs starting their journey? Throughout my career, I’ve faced many challenges—including some of the toughest ones—but I’ve never wanted to give up on the vision or sell the brands. What still drives me is the belief that VODAVODA deserves global recognition. I want people in Serbia to feel proud of VODAVODA and Gorki List—not only as products representing our team’s work worldwide, but also as symbols of our country. Every achievement motivates and inspires us. These brands were created for the local market, but we always believed in their global potential. And the story is far from over—thanks to a team of hardworking, creative, and extraordinary individuals. Younger generations may see the world differently, so it’s hard to give a single piece of advice. I learn a lot from young people. But if I had to say one thing, it would be this: believe in your ideas. And even more importantly, to be prepared for perseverance and long-term commitment. Success doesn’t come overnight. It takes patience, effort, and constant improvement. Every challenge is a chance to grow. Every step forward is proof you’re on the right path. And above all - never compromise on quality. In the end, true value and genuine quality always find their way to those who recognize and appreciate them. VODAVODA, VODAVODA Vodica, and Gorki List are the proof.