We returned from ProWein in Düsseldorf, one of the world's largest wine and spirits trade fairs, where MIKO quince brandy was presented to an international trade audience for the first time. Three days spent in ProSpirits Hall 7 brought us much more than contacts and impressions — we now have a completely new perspective on how significant and important the task of popularizing quince brandy beyond Serbia's borders really is.
The Only Exhibitor from Serbia, and the Only One with a Fruit Distillate
While some of our colleagues were exhibiting in Hall 5, MIKO found itself in ProSpirits Hall 7 not only as the sole representative of Serbia, but also as the only exhibitor of fruit distillates at all. Our neighboring stands featured Mexican mezcal, Scandinavian aquavit, German Korn, even a clear coffee spirit, as well as examples of the increasingly visible trend of non-alcoholic versions of well-known spirits.
In such company, our quince and plum appeared as an exotic category — a great advantage, but one that also meant we spent much of our time explaining to visitors that our products are based exclusively on fruit, that they are made by distillation rather than maceration, and that the aroma comes naturally, without any additives.
What Exactly Is a Quince?
When we explained the concept of “fruit spirits” to visitors, the next question was almost always — what is a quince? We designed the stand so that photographs of the estate and the fruit, along with signs such as “fruit brandy” and the word “quince” in several languages, could help visitors find their bearings.
Many would vaguely recall childhood memories of jam or homemade juice, but the first sip of MIKO white quince brandy brought that memory — and those aromas — back with full intensity. The reactions after the first sip were what made our entire ProWein experience so special — surprised looks, smiles and the question: “Can I try it once more?”
Why This Matters for Quince Brandy as a Category
ProWein is not only a place to present a product — it is a platform where you educate the market about yourself, while the market teaches you about itself. For us, it was important to position brandy as a traditional Serbian drink, while also clearly emphasizing its essence as an authentic fruit distillate, unlike categories based on grains or molasses.
Serbia has a long agricultural tradition, and the quality of the fruit it produces is not an exception but a standard. When such fruit is transformed into a drink, the result is an authenticity that is difficult to imitate — and the global market is increasingly ready to recognize that value. Yet it is also clear that branding brandy on the international stage requires continuity and, above all, a joint effort by domestic producers.
What We Take Home
If, at our first international exhibition, we managed to teach several dozen people what a quince is and why brandy deserves a place among the world's distillates, we believe that, as a new brand in this market, we are on the right path.
Explore the MIKO brandy range and find out where you can buy them.
