Subjects
53 Ciencias económicas
5311 Organización y dirección de empresas
531105 Marketing
531103 Estudios industriales
Estrategias de marketing de la industria cervecera estadounidense
Abstract
En una industria dominada por los conglomerados, Estados Unidos ha quedado
sorprendido con el crecimiento increíble de la industria de cervezas artesanales y
microcervecerías. La industria ha experimentado un crecimiento tremendo en las
últimas décadas, gracias a la aparición de una cultura que ha demandado una mejor
cerveza, de alta calidad y más compleja. Enfrentar los conglomerados representa un
gran reto para las microcervecerías especialmente cuando tienen poco o casi ningún
capital para invertir en marketing. Su éxito ha ocurrido gracias a estrategias de
marketing creativas e innovadoras, que han llevado algunas marcas a obtener
reconocimiento nacional utilizando una estrategia inicial a nivel local, regional o estatal.
Este documento investigará cómo las microcervecerías han logrado este nivel de
reconocimiento en una industria y mercado muy competitivo. Las fuentes
bibliográficas y visuales junto con una entrevista personal con unos gerentes de Grey
Sail Brewing of Rhode Island componen los métodos de investigación empleados en
este trabajo, aportando resultados completos y exhaustivos.
In an industry dominated by conglomerates, the incredible rise of craft beers and microbreweries has surprised much of the United States. The industry has experienced tremendous growth during the last few decades, thanks in part to the rise of a refined beer culture, one that demands better beer, with higher quality and complexity. Confronting the conglomerates is a big challenge for new microbreweries, especially when they have little to no money to invest in marketing to raise awareness for their new beer. Still, they have had great success with the use of creative and innovative marketing strategies that have brought some brands to national recognition starting from a local, state, or regional level. This paper will investigate how microbreweries have achieved this level of success in an extremely competitive industry and marketplace. The bibliographic and visual sources in conjunction with personal interviews with managers at Grey Sail Brewing of Rhode Island were the research methods utilized for this work, providing a rounded and comprehensive set of results.
In an industry dominated by conglomerates, the incredible rise of craft beers and microbreweries has surprised much of the United States. The industry has experienced tremendous growth during the last few decades, thanks in part to the rise of a refined beer culture, one that demands better beer, with higher quality and complexity. Confronting the conglomerates is a big challenge for new microbreweries, especially when they have little to no money to invest in marketing to raise awareness for their new beer. Still, they have had great success with the use of creative and innovative marketing strategies that have brought some brands to national recognition starting from a local, state, or regional level. This paper will investigate how microbreweries have achieved this level of success in an extremely competitive industry and marketplace. The bibliographic and visual sources in conjunction with personal interviews with managers at Grey Sail Brewing of Rhode Island were the research methods utilized for this work, providing a rounded and comprehensive set of results.
Información detallada
Materias, derechos, colecciones e identificadores
Keywords
Microcervecería, Macrocervecería, Cerveza artesanal, Marketing 3.0, Estrategias de marketing, AB InBev, SABMiller, Microbrewery, Macrobrewery, Craft beer, Marketing 3.0, Marketing strategies