Novak Djokovic’s Uncle Goran Djokovic on Djokovic’s Wine and His Nephew’s Steadfast Spirit

Goran Djokovic, the uncle of the great tennis player Novak Djokovic, is an entrepreneur by vocation. Although they grew up in communist Yugoslavia, where a secure job in a public institution was the “Yugoslavian dream”, the Djokovic brothers, Srdjan and Goran, both professional skiers, took a less traveled “self-taught” path to hit. Not only were the Djokovic brothers behind the “creation” of the future best tennis player in the world, Novak Djokovic, but they also built many successful family businesses.

Goran Djokovic at the Djokovic wine stand at the Wine Vision fair in Belgrade.

“We’ve always had our own private businesses, from restaurants to clothing stores to ski schools,” Goran Djokovic recalled of his entrepreneurial journey when speaking to The Pavlovic Today. The latest is a wine brand, The Djokovic Wine.

Djokovic wine debuted at an international Wine Vision fair in Belgrade. During the VIP soft launch, tennis star Novak Djokovic came to support his uncle. The crowd went into a frenzy at the sight of the world-famous athlete causally standing at the wine stand among his family members, who were sipping fresh Chardonne.

“We are always trying to create something new,” shared Goran Djokovic, beginning the story of how The Djokovic Wine came to fruition. “It was a big challenge for us. This year marks the seventh year since we bought the vineyard and started the wine journey.

The small family vineyard is located 6 kilometers from Topola, the famous wine region of Serbia. Goran revealed that throughout the seven-year journey he encountered many challenges, but in the manner of Djokovic’s spirit, “no obstacle was impossible to overcome”.

Wine Djokovic: syrah

With Djokovic wine, Goran wanted to create a legacy brand. “I have six-year-old twins. I wanted to create something lasting. The wine label has been carefully designed, bearing an elegant logo, a Cyrillic letter “? » in byzantine blue stained oak.

“We are Serbs, so we wanted to emphasize that,” Goran explained. Like his nephew Novak Djokovic, Goran never misses an opportunity to promote Serbia, and he was named Honorary Consul of the Republic of Serbia in Monaco.

Djokovic vineyard in Serbia

Djokovic: There is no overnight success

During the global shutdown, when no one could travel, Goran Djokovic sought a silver lining and poured all his energy and time into the wine industry.

“In the era of virtual reality, it’s something real. When the pandemic arrived, it showed that what matters is creating something that comes from nature, something real.

Srdjan Djokovic, Ksenija Pavlovic McAteer and Goran Djokovic at Wine Vision in Belgrade.

Djokovic knows that “no business can be created overnight” and that success is a process. “We learned that,” Goran shared.

“We have great interest, we have created a great brand, but above all we have good quality wine,” Goran said. “Based on the response we’ve received so far from the public and wine distributors, we’re on the right track.” While the Djokovic wine could be tasted at the Wine Vision international fair, the wine is not yet available for sale, but it will hit the shelves in the coming weeks.

Wine Djokovic: Chardonnay

The wine comes in two labels, the red, Syrah, and the white, Chardonne. The range will extend, according to Goran’s vision, to sparkling wines in the coming years. As the wine business grows, the Djokovic winery will have a tasting section for visitors and a tennis court.

—Will Novak Djokovic be included in the wine promotion? I asked Goran. “Novak came to the soft launch of Djokovic wine as part of the family,” Goran clarified. “He was very happy with everything. Novak still wants to promote Serbia. However, as an athlete, Novak ‘does not promote alcohol’, but, in the words of his uncle, ‘wine is different It’s not hard liquor, because even in the Bible wine is sacred.

Djokovic Vineyard

The Djokovic spirit: Keep moving forward

When Goran Djokovic sat down to produce wines, he couldn’t imagine the hard work and many challenges of winemaking.

“There is great uncertainty around the wine business,” he revealed. “The success of wine depends on so many components. You have to find a good vineyard and hire a good team. I tried to assemble the best team of experts possible. After seven years, everyone who works on Djokovic’s wine “has become friends”, according to Goran Djokovic. “We make wine from grapes from our vineyard. We will produce 40,000 bottles of wine,” Djokovic said. While the wine will eventually make it to the international market, according to Goran, his business priority is to ensure that the Serbian market comes first.

Djokovic vineyard in Serbia

I asked Goran if Novak Djokovic’s unbreakable spirit was something he inherited in their family. “Yes he did. I have faith in that,” Novak’s uncle joked. “This year hasn’t been easy for Novak, but he keeps pushing forward. I’m sure after everything he’s been through, he’ll come out of it stronger,” Goran explained. “Novak is his own person. He knows who he is. Novak knows what he wants,” said his uncle warmly, but confidently.

“The ordeal he went through this year in Australia only extended his career. Instead of maybe retiring from tennis in three or four years, his career has been extended for another five or six years. He rests his body.

Goran shared that ‘Americans haven’t responded’ to Novak Djokovic’s request if he could get an exemption to play the US Open and that it was ‘obvious’ he couldn’t play due to of his vaccination status and that he had therefore not travelled. “This time he was not welcome to come to New York,” Goran said. According to his uncle, Novak remained pretty much “unfazed”.

With decades of experience in the business world, Goran Djokovic knows that many young businesspeople can become paralyzed and overwhelmed if they start thinking too far ahead. Goran’s message to young entrepreneurs looking to start a business is to “only focus” on the following first two steps. “You have to be brave,” said Goran Djokovic. “Keep moving forward. Still.”

Elisha A. Tilghman