Estratégias de atuação no mercado de cervejas artesanais: impactos na autenticidade dos produtos

Abstract

The objective of this work was to verify, according to the perception of the consumers, the influence of the change of market performance by craft breweries about the authenticity of these products when they are acquired by large companies. For that, a descriptive and qualitative approach was carried out, in which 29 semi-structured interviews were conducted with craft beer lovers. The characteristics and definitions of craft beer by the participants were divided into sensorial characteristics, characteristics of the production process and differentiating aspects of the consumption of craft beer. A despite perception about craft beers authenticity, evidenced: 1) eight (8) interviewed claimed that the beers lose authenticity when they are commercialized by big beer corporations because lose about local and historical aspects and quality; twenty-one (21) interviewed don´t make any distinction if the beer is part of the big beer corporations because it is prepared with some differentiation. These results can help managements in established micro and small breweries to create strategies to increase the consumption of their products, besides to promote their products through marketing actions in response to the new expectations and consumer preference.