A Serbian Lav pivo in Novi Sad
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Lav pivo (lion beer) is a popular Serbian beer brand. Produced and bottled by Carlsberg Srbija in the village of ─îelarevo, Ba─Źka Palanka municipality, it has the second biggest market share among the beer brands in Serbia, just behind rival Jelen pivo. In addition to Serbia, it is also available in Montenegro and Bosnia-Herzegovina.
It is a lager beer with 12 extract and 5.2% alcohol which is, through Carlsberg technology and standards, introduced on the very top of quality among domestic beers. Lav is brewed from the highest quality ingredients; it is golden yellow with specially emphasized and pleasant bitterness and flavour.
Lav pivo served in a glass. Lav pivo is the official beer of the Serbian national football team and also the Serbian National Cup in football, which bears the brand's name (since 2006 it is known as Lav Cup). Additionally, the beer is heavily promoted in Serbian electronic and print media with an "ili jesi ili nisi" (either you are or you aren't) slogan. The TV campaign features a series of commercials with actor Nenad Jezdi─ç.
In December 2006, at the annual contest held by the Serbian Ministry of Trade, Tourism and Services; Lav pivo was named second best product brand in Serbia in year 2006, just behind Gorki list brandy.