Lav pivo is a popular Serbia

Serbia

Serbia , officially the Republic of Serbia , is a landlocked country located at the crossroads of Central and Southeast Europe, covering the southern part of the Carpathian basin and the central part of the Balkans...

n beer brand. Produced and bottled by Carlsberg Srbija

Carlsberg Srbija

Carlsberg Srbija is a beer brewery in Serbia, majority owned by Danish Carlsberg Group since 2003. Known by its signature brand Lav pivo, it is located in the village of Čelarevo in Bačka Palanka municipality and has around 500 employees...

 in the village of Čelarevo

Celarevo

Čelarevo is a village located in the Bačka Palanka municipality, in the South Bačka District of Serbia. It is situated in the Autonomous Province of Vojvodina...

, Bačka Palanka

Backa Palanka

Bačka Palanka is a city and municipality located in Serbia, on left bank of the Danube, at 45.15° North, 19.24° East...

 municipality, it has the second biggest market share among the beer brands in Serbia, behind rival Jelen pivo

Jelen pivo

Jelen Pivo is a light beer produced by Apatin Brewery ltd. Jelen Pivo contains 5% alcohol, belongs to the class of light lagers, and is made of high-quality hops, barley and yeast. Besides Serbia, Jelen Pivo can also be found on the markets of Montenegro, Bosnia and Herzegovina, Croatia, Slovenia,...

.

In addition to Serbia, it is also available in Montenegro

Montenegro

Montenegro Montenegrin: Crna Gora Црна Гора , meaning "Black Mountain") is a country located in Southeastern Europe. It has a coast on the Adriatic Sea to the south-west and is bordered by Croatia to the west, Bosnia and Herzegovina to the northwest, Serbia to the northeast and Albania to the...

 and Bosnia-Herzegovina.

Lav pivo is the official beer of the Serbian national football team

Serbia national football team

The Serbia national football team represents Serbia in association football and is controlled by the Football Association of Serbia, the governing body for football in Serbia. Serbia's home ground is Stadion Crvena Zvezda in Belgrade and their last head coach was Vladimir Petrović...

 and also the Serbian National Cup

Serbian Cup

The Serbian Cup is the national football cup of Serbia. For sponsorship reasons it is referred to in the media as Lav Cup of Serbia since 2007.The winner of the competition gets a spot in the UEFA Europa League qualifying round.-Sponsorship:...

 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 a "ili jesi ili nisi" (either you are or you aren't) slogan. The TV campaign features a series of commercials with actor Nenad Jezdić.

In December 2006, at the annual contest held by the Serbian Ministry of Trade, Tourism, and Services and Pregled financial daily, Lav pivo was named second best product brand in Serbia in year 2006, behind Gorki list brandy.

Lav pivo comes in three varieties: the regular one with 5.2% alcohol

Alcohol by volume

Alcohol by volume is a standard measure of how much alcohol is contained in an alcoholic beverage .The ABV standard is used worldwide....

, the stronger one with 7% known as Lav 7, and finally a smooth variety known as Lav Premium.