Flew JU from LHR-BEG last week for the first time on an A319. I gave into the online upgrade offer from Y to J despite reading the online reviews of how they got rid of their dedicated J seats for what are essentially Y seats in J with the middle seat blocked off. Received e-mail notification of the upgrade confirmation, but the e-mail itself was very low on information such as upgraded baggage allowance/lounge access and such. Upon arriving at LHR, I checked into the J line but was informed that all rules of my original booking applied despite paying for the upgrade - i.e. the original weight allowance for my standard Y fare, no lounge access, etc. I politely explained to the check-in agent that nowhere on Air Serbia's [horrible] new website did it explain these rules, nor on the confirmation e-mails I received. She curtly and repeatedly said "it's all online," printed out my J boarding pass and wrote "NO LOUNGE" in all caps on top of the boarding pass. Garbage.
Granted, service in the air was lovely - two very friendly cabin attendants who served the cabin efficiently, made time to chat and kept the nips of Serbian wine coming. As a vegetarian who'd been to Serbia before and knew of the Serbian appetite for meat, I had a feeling that the menu would be meat or fish as the non-meat option, and it panned out: chicken or salmon. The cabin attendant offered to bring me all the salad/appetizers associated with the meal and leave the meat part out of it, which was appreciated.
I have two more flights with JU on their ATR, so will report back. Word of advice: don't take the upgrade offer.
khabah