Na cultura ocidental o hábito de consumir cerveja é bem disseminado, sendo essa, umas das bebidas mais consumidas no mundo, ocupando o primeiro lugar entre as alcoólicas. A cerveja é uma bebida complexa por incluir em seu preparo inflorescências de lúpulo, cevada e fermento, ingredientes que conferem atividades antioxidantes para essa bebida, provavelmente devido à presença de compostos fenólicos. Os polifenois são uma família de compostos, produzidos pelas plantas, muitos deles com capacidade antioxidante. Sabe-se que a ingestão de certos alimentos ricos nesses compostos tem se mostrado relevantes para a saúde humana. O consumo moderado de cerveja tem se mostrado benéfico como adjuvante no tratamento de doenças coronarianas, diabetes, osteoporose e alguns tipos de câncer. Existe muita variação entre as cervejas a respeito da quantidade de lúpulo utilizado em suas formulações, onde a maioria das cervejas comerciais possui pouca quantidade desse ingrediente em relação às cervejas artesanais. Além disso, cervejas artesanais possuem maior diversidade e quantidade de compostos fenólicos, entre eles o xantohumol e isoxantohumol. O objetivo do trabalho foi investigar o potencial antioxidante de cervejas, comparando algumas marcas artesanais com algumas marcas comercias, e também investigar se o consumo dessas bebidas confere algum tipo de hepatoproteção em um modelo de indução de dano hepático induzido por tetracloreto de carbono (CCl4) em ratos Wistar. Trataram-se os animais durante 30 dias, na garrafa de beber, durante o período noturno de 12h, com: água, etanol 6,7%, cerveja comercial, cerveja artesanal ou silimarina, ministrada por gavagem (2 mL/kg do medicamento Legalon). Após o período de tratamento, o CCl4 foi injetado (i.p. 2,5 mL/kg) e 12h após as injeções os animais foram sacrificados. Analisou-se o peso das gorduras abdnominais e peso do fígado, parâmetros redox do fígado e o perfil redox do soro. A cerveja artesanal demonstrou maior capacidade antioxidante, um aumento dos níveis de HDL, nenhum tipo de dano oxidativo, nem dano hepático. Entretanto não foi observado efeito de hepatoproteção em nenhum dos tratamentos testados. / In ocidental culture, beer consumption is a widespread habit. This is one of the most consumed beverages in the world, and the number one of alcoholic beverages. Beer is a complex beverage because includes in its brewing hops, barley malt and yeast, ingredients that endows antioxidant activity to this beverage, probably due to the presence of phenolic compounds. Polyphenols are a family of compounds produced by plants, many of them with antioxidant capacity. It is known that a high consumption of polyphenols is good for health. The moderate consumption of beer is beneficial as adjuvant in treatment of many dieseases as coronary diaseases, diabetes, osteoporosis, and some cancers. There are a lot of variations in beers formula, mainly in quantity of hops used. As craft beers have more quantities of this ingredient, they reveal more variety and quantity of phenolic compounds, among them xanthohumol and isoxanthohumol. The objective of this research was investigate the antioxidant potential of beers, comparing some commercial brands with some craft beers brands, and also investigates if a pré-treatment with beers could be hepatoprotective in a carbon tetrachloride (CCl4) model in rats. They were trated for 30 days in drinking bottle, during night shift (12h), with: commercial beer, craft beer, ethanol 6,7 %, water or Silymarin, administered by gavage (2 mL/kg of Legalon medicine). After the treatment, CCl4 was injected (i.p 2,5 mL/kg) and 12h after injection animals were sacrificed. It was analyzed abdominal fat weight, liver weight, liver redox parameters and serum redox profile. Craft beer presented higher antioxidant potential, raised HDL levels, no oxidative damage nor hepatic injury. However no hepatoprotection was observed with any of tested treatments.

El objetivo de la presente investigación es determinar la relación entre las variables marketing experiencial y la recompra de cervezas artesanales en los bares por parte de hombres y mujeres entre los 20 a 35 años. De esta manera, poder identificar qué variable tiene mayor correlación con la intención de compra. Esta investigación es de alcance correlacional, ya que busca describir y relacionar los motivos de intención de compra en base a las variables y dimensiones puestas en estudio. Asimismo, se decidió investigar antecedentes, entrevistar a tres expertos en el rubro y realizar dos focus group con el público objetivo. Se halló que las variables y dimensiones de mayor relación con la recompra son la experiencia, el producto, los precios y estilo de vida. Por último, a partir de la investigación, se ha conocido de forma más profunda al público objetivo. Los resultados con mayor relevancia son que el marketing experiencial junto a las acciones de actuaciones, son fundamentales para que el target recompre cervezas artesanales en los bares y que definitivamente, el precio influye en la decisión de compra. / The objective of this research is to determine the relationship between the variables experiential marketing and the repurchase of craft beers in breweries by men and women between the ages of 20 and 35. In this way, to identify which variable has the greatest correlation with the purchase intention. This research is based on a scope of correlational, since it seeks to describe and relate the reasons for purchase intention based on the variables and dimensions put into study. Likewise, it was decided to investigate the background, interviewed three experts in the field and conducted two focus groups with the target audience. It was found that the variables and dimensions most related to the repurchase are the experience, product, prices and the target lifestyle. Finally, based on the research, the target has been known and studied more deeply. The results with greater relevance are that experiential marketing along with the actions of acts, are essential for the target to repurchase craft beers in the bars and that definitely, the price also influences on the purchase decision. / Trabajo de investigación

La empresa Bee-beer surge de la idea de implementar un insumo tan preciado en la sierra peruana que es la miel de abeja. Asimismo, la idea nació gracias a un integrante de nuestro grupo, quien cuenta con familia en Abancay y conoce a al presidente de la asociación de apicultores de Abancay- Apurímac que nos proveerá la miel para la elaboración de la cerveza. Bee-beer desea que sus clientes tengan una buena experiencia al consumir una cerveza 100% peruana con los insumos de primera calidad y la combinación de lo dulce de la miel con el toque amargor caracterizado por las cervezas artesanales. La empresa incursionará en el mundo del e-commerce vendiendo las cervezas en presentación de “six pack” a todos sus clientes a través de las redes sociales Facebook e Instagram. Por otro lado, se contará con una planta de producción de la cerveza artesanal con una capacidad de producción mensual de 2109 “six packs”. Asimismo, se contará con 8 fermentadores que usaremos para que la cerveza pueda cumplir el proceso de fermentación de aproximadamente de 4 a 5 días. Como medio de distribución, contaremos con un servicio de delivery que vamos a tercerizar con la empresa Olva Courier que llegará a diferentes distritos de Lima, escogimos esta empresa por ser una compañía segura para el tema de envíos a nivel local y provincias. Para nuestro personal, contaremos con un administrador, dos operarios, un community manager y un asistente que estarán en planilla y contarán con todos sus derechos laborales. En el presente trabajo hemos hecho una proyección de 3 años para la empresa Beebeer. / The Bee-beer company arises from the idea of implementing an input so precious in the Peruvian highlands that it is honey. Likewise, the idea was born thanks to a member of our group, who has a family in Abancay and knows the president of the Abancay-Apurímac association of beekeepers who will provide us with honey for making beer. Bee-beer wants customers have a good experience consuming a 100% Peruvian beer with the highest quality inputs and the combination of the sweetness of honey with the bitter touch characterized by craft beers. The Company will enter the world of e-commerce by selling the beers in the presentation of "six pack" to all its customers through social networks Facebook and Instagram. On the other hand, there will be a craft beer production plant with a monthly production capacity of 2109 "six packs". Likewise, there will be 8 fermenters that we will use so that the beer can complete the fermentation process of approximately 4 to 5 days. As a means of distribution, we will have a delivery service that we will outsource with the company Olva Courier that will reach different districts of Lima, we chose this company because it is a safe company for the issue of shipments at the local level and provinces. For our staff, we will have an administrator, two operators, a community manager and an assistant who will be on the payroll and will have all their labor rights. In this work we have made a projection of 3 years for the Bee-beer company. / Trabajo de investigación

Purpose – The purpose of this thesis is to understand how specialist firms develop in a concentrated industry by analyzing how microbreweries develop and operate on the Belgian market. Then, the literature reviewed used to build the theoretical foundation of this work is centered around the Resource Partitioning Theory and Niche Marketing Theory to explain this phenomenon. Design/methodology/approach – A cross-case analysis was undertaken. Five Belgian Microbreweries were examined. The data were gathered through interviews conducted with owners of microbreweries based on a structured questionnaire, as well as through secondary data. In addition, an analysis of the Belgian beer industry was conducted, using as secondary data, such as the existing literature on the beer industry, as well annual reports from Beers Associations. Findings – In opposition to the big companies that dominates the center of the market leveraging on economies of scales, the microbreweries strived to create unique products that have a high quality in term of taste. Moreover, they focused their efforts in their region, creating value first for local consumers and not all have an ambition to sell in the whole country or to internationalize the product. Thus, the microbreweries managed to create both functional and symbolic value to the consumers. However, the authors found that the symbolic value created by the breweries had more component than cultural heritage, local and specialist identity. Then, relationship was of importance for the microbreweries as they sought personal contact with their consumer and tried to be involved in their community as well as cooperated with other breweries (coopetition).   Overall, the microbreweries practices followed what is described in niche-marketing and entrepreneurial literature. Originality/value – First, this research participates to the resource partitioning literature by contributing to the limited knowledge on how specialist firms are operating, Then, this exploratory study is focused on an understudied area that is how microbreweries runs, that is especially true on the Belgian market as it was barely explored before. Thereafter, this thesis can be used as inspiration for new researches in different countries or with different approaches and/or theories.

This diploma thesis deals with the issue of marketing mix of a company entering a foreign market. The work is divided into three main parts. The first part of this work defines the theoretical basis related to the researched issues. The second part of the work is devoted to the analysis of the current state of the selected company and the foreign market using selected analyzes. In this part, the evaluation of the questionnaire survey is also performed. The last, third part of the diploma thesis is devoted to the creation of specific proposals for the marketing mix, through which it is possible to introduce the company to a foreign market in order to address and gain new customers and bring the company to mind.

Craft beer popularity has grown in recent years, and Swedish craft breweries are increasing to meet consumer needs. Breweries must understand consumer preferences to effectively align their offers in this changing landscape. Therefore, the aim of this study is to investigate the consumer preferences in the Swedish craft beer market, focusing on how various attributes of craft beer influence consumer choices and how the consumer factors and craft beer attributes can segment consumers.

This essay aims to explore the use of neolocalism and social terroir by small-scale, independent breweries in Sweden. This will be achieved through a collection of quantitative data, semiotic analysis and discourse analysis of a selection of beer labels from breweries located in Skåne. A total of 22 beer labels are analysed through quantitative analysis and four are further analysed through semiotic- and discourse analysis. The results show that neolocalism and social terroir is used by a few of the researched breweries. These breweries use graphic elements such as images, product names and text with a local, historical and cultural connection in order to appeal to their targeted market.

Den här uppsatsen försöker kartlägga vilka produkt- och varumärkesegenskaper som driverkonsumenternas val av premiumöl på restaurang och redovisar en konsumentstudie gjord irestaurangmiljö. Tidigare forskning menar att det finns en outnyttjad potential förrestauranger som vill utnyttja det snabbt ökande intresset för hantverksöl genom co-brandingmed attraktiva premiumvarumärken. Studien visar att konsumenter av premiumöl pårestaurang värderar både produktegenskaper men också funktionella, sociala och emotionellavarumärkesegenskaper signifikant annorlunda mellan premiumöl och mainstreamöl. Studienvisar också att restaurangens utbud av premiumöl påverkar konsumentens val av restaurangoch att ökade kunskaper om öl kan vara en nyckel till ökad försäljning av hantverksöl. / This paper employs a sample of restaurant customers to explain consumer preferences forpremium beer brands. Previous research has pointed to the underexplored niche marketpotential of craft beer related to Food & Beverage operators and suggest increasing cobrandingwith premium beer brands in order to gain competitive advantage. This studyexplains a significant percentage of variance in premium consumer preferences for premiumbeer to mainstream beer comparing product attribute utitlity to brand equity dimensions(functional, social and emotional dimensions). This study also shows that the beer menu ofthe restaurant is likely to effect premium consumers choice of restaurant and that efforts toincrease consumer knowledge of beer can be the key to increased sales of craft beers. Thispaper is published in Swedish.

Business leaders venturing in the microbrewing business sector experience long delays due to federal, state, and city requirements unique to this industry. The purpose of this multiple case study was to explore strategies used by microbrewers in cases bounded by the fulfillment of the same licensing requirements to launch a microbrewery in Madison County, Alabama. The dynamic capabilities framework served as the conceptual framework for this study. A purposive sampling of 4 microbrewers who possessed tacit knowledge about the microbrewery licensure process participated in face-to-face semistructured interviews providing in-depth information about their strategic approaches. The overarching research question addressed the strategic approaches microbrewers used to complete the microbrewery licensure process. Data analysis included the verbatim transcription of interviews coded for common patterns and themes. The following themes emerged from the data analysis: learning from other brewers, flexible strategic approach, establishing a brewery first, attaining licensing second, business planning strategies, and regulatory echelons for microbrewing licensing. The 4 participants reported that learning from other brewers and applying a flexible strategic approach were the preferred strategies to navigate the licensure process in becoming a commercial microbrewer. The implications for social change include reduction in gap between understanding and effective strategies to fulfill microbrewing licensing that could benefit communities by promoting business creation, employment, and added taxation revenue from craft beers produced, sold, and consumed locally.

Submitted by Vinicius Kfuri (vkfuri@gmail.com) on 2014-08-26T19:35:17Z No. of bitstreams: 1 Dissertacao - Vinicius Kfuri.pdf: 2222768 bytes, checksum: 9c1f03c937603641cc15647f9bac7343 (MD5) / Approved for entry into archive by Gisele Gammaro (gisele.gammaro@fgv.br) on 2014-08-29T17:35:59Z (GMT) No. of bitstreams: 1 Dissertacao - Vinicius Kfuri.pdf: 2222768 bytes, checksum: 9c1f03c937603641cc15647f9bac7343 (MD5) / Approved for entry into archive by Gisele Gammaro (gisele.gammaro@fgv.br) on 2014-08-29T17:46:39Z (GMT) No. of bitstreams: 1 Dissertacao - Vinicius Kfuri.pdf: 2222768 bytes, checksum: 9c1f03c937603641cc15647f9bac7343 (MD5) / Made available in DSpace on 2014-09-23T14:00:56Z (GMT). No. of bitstreams: 1 Dissertacao - Vinicius Kfuri.pdf: 2222768 bytes, checksum: 9c1f03c937603641cc15647f9bac7343 (MD5) Previous issue date: 2014-05-20 / One of the most popular products of the world is going through severe transformations and, as a consequence, the beer style we know as Pilsner (Light Lager) is no longer the only available option in the market. Given that this sector has a strong growth potential in Brazil, the main objective of this dissertation is to reveal the craft beer consumers preferences using stated preference methods through questionnaires that invite the subject to choose among options related to Color, Palate, Aroma and Alcohol. After stratifying the sample by Age and Experience, the results show that Palate, followed by Color and then Aroma are the most relevant attributes for the Experienced subject while the Non-Experienced value Color as the most relevant attribute, followed by Palate, with Aroma being an irrelevant attribute in his choices. The atribute Alcohol revealed itself insignificant in all stratifications. / Um dos produtos mais consumidos do mundo vem passando por grandes transformações, e a cerveja que conhecemos como tipo Pilsen (Light Lager) deixou de ser opção única nas prateleiras. Dado o potencial de crescimento do setor no Brasil, o objetivo deste trabalho é mapear as preferências do consumidor de cerveja artesanal, usando técnicas de preferência declarada, a partir da aplicação de questionários que convidam o entrevistado a elencar suas preferências diante das combinações dos atributos Cor, Paladar, Aroma e Álcool. A partir da estratificação da amostra em Idade e Experiência, os resultados indicam que Paladar, seguido da Cor e, por último, o Aroma são os atributos mais relevantes para o entrevistado Experiente, enquanto o Não Experiente atribui maior peso à Cor, seguida do Paladar, sendo o Aroma um atributo irrelevante em suas escolhas. O atributo Álcool revelou-se insignificante em todas as estratificações realizadas.