The Balkans, a region steeped in history and tradition, is home to some of the most intriguing wines yet to be discovered by mainstream audiences. With its diverse array of indigenous grape varieties and unique winemaking techniques, this region has begun to make its mark on the global wine stage. Nikola Salipur, the founder of NIKO Preston is possibly the UK’s largest importer of specialist Balkan wines. From handpicking premium wines that tell a story to building bridges between wineries and British consumers, Nikola is championing a new chapter for Balkan wines in the competitive UK market. In this interview, he shares his journey, insights into the evolving perception of the region’s wines, and the strategies behind NIKO Preston’s growing success.

Could you tell us more about your journey and what inspired you to start NIKO Preston?

I Have been in the wine industry since 2011 and my passion for wines started then. I always wanted to do something more for Serbian wines based on our history and quality and that made me open NIKO Preston as the biggest importer of Serbian wines in the UK. 

Image: Niko Preston.

As the largest importer of Balkan wines in the UK, how do you envision their perception and popularity evolving in the coming years?

As consumers become more adventurous in their wine choices, unique characteristics and diverse styles of Balkan wines are gaining recognition. The Balkan region is home to a wide variety of indigenous grape varieties and styles, which allows for a diverse range of wines. This variety can cater to different tastes and preferences, making it easier to introduce these wines to a broader audience.

What specific qualities do you prioritize when selecting wines, and how does your hands-on process—such as visiting vineyards—shape your portfolio?

All our wines are of premium quality, but what we pay the most attention to is their unique style. Each wine needs to have its own story. Whether aged or fresh, it is essential that every wine possesses a distinctive taste that excites consumers with every sip.

What forms of support do you expect from producers to effectively market and sell their wines in the UK?

Wine tastings and wine fairs are crucial for us. We know the Balkan wine regions are still unknown to consumers so we have to use every opportunity for wine tastings and let them try our wines. The main support from producers is to attend all wine events and explain more about wine regions.

Image:  Nikola with Serbian ambassador Aleksandra Joksimovic at 67 Pall Mall. Source: LinkedIn post.

What promotional strategies have been most successful in introducing new brands to the UK market? Can you share an example of a campaign that worked particularly well?

These days social media platforms are the biggest for promotions where you have to be unique through the campaigns. You have to give people reasons why they should try our wines and again wine tastings are most important. 

How do you approach building and maintaining relationships with independent merchants, and what unique value does NIKO Preston offer them?

As an unknown region for consumers and something that they have never heard about, you have to give good promotional material for wine merchants so they can get more customers because everyone wants to experience something new and they will have a lot of benefits from that as they will have new customers. 

Image: Serbian wines stocked at the “Theatre of Wine” in London. Nikola with Daniel and Tom; source: Instagram post.

What strategies do you use to position your wines within restaurants and bars, ensuring they stand out to sommeliers and patrons?

Our strategy is simple, which means if they are happy with quality and price then they will list our wines. This is the most organic way to list your products at bars and restaurants so we always let our wines talk for us. 

What special promotions or strategies do you have in place for this holiday season, and are there any standout wines you’re highlighting?

Having a diverse portfolio that covers so many different wine styles helps us to cover every part of the “season”. We just need to make sure that we always have fresh vintages for wines that have to be drunk whilst they are young and fresh. 

How would you describe the current UK wine market, and what are the most significant trends influencing consumer preferences?

The UK wine market is really competitive and you have distributors who are representing wines from all around the world. “Unknown" wine regions are getting more popular and more trendy and interest in these countries is growing which is great for us. 

Image: Nikola with 6 Serbian wines, that will soon be on the wine list at “The Fat Duck”. Source: Instagram post.

What are some of the biggest challenges in the UK wine market today, and how is NIKO Preston addressing them?

The biggest challenge is the economic crisis in the UK which makes restaurants and bars quieter than usual. The only advice I can give is just to keep going and a better time will come for sure. 

What emerging opportunities in the industry are you most excited about, and how are you positioning NIKO Preston to capitalize on them?

What I’m most excited about is that the market looking for more unknown regions and variety. We are the biggest importer of Serbian wines in the UK so we are expecting more inquiries about our wines and really excited to see what the future will bring for us. 

[[relatedPurchasesItems-38]]

Conclusion

As Nikola Salipur and NIKO Preston continue to introduce the UK's wine enthusiasts to the rich heritage and distinctive flavours of the Balkans, the region's wines are steadily gaining a foothold on the global stage. Through hands-on selection, collaboration with producers, and strategic promotions, NIKO Preston is not only elevating the profile of Balkan wines but also reshaping perceptions of what lesser-known wine regions can offer. With growing interest in unique and authentic wine experiences, Balkan wines are looking to make their mark in the UK.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Exploring Global Wines from Wales: Dafydd Morris of Cheers
Wine Made Personal: Dan Belmont’s Vision for Good Wine Good People
Harry Crowther: Redefining Wine Buying and Education in the UK Market