Análisis de producción y exportación de Cerveza Artesanal estilo Indian Pale Ale a Uruguay.

Abstract

The commercialization of craft beer has increased in recent years, due to the changes in trends and preferences of consumers, who prefer natural products, with quality ingredients creating contemporary gastronomic perspective for this product due to the apogee of organic products, whose elaboration is differentiated and with a greater degree of dedication, generating an added value that benefits in the perception of a craft beer in comparison with the industrial beer which uses artificial ingredients or components to prolong the preservation of the products or to grant flavors or distinctive colors, which are cheaper than those of natural origin. This research seeks to determine the feasibility of the creation of a production and export company of Indian Pale Ale craft beer to Uruguay, through the analysis of determinant factors, such as the objective market, production analysis, the initial situation of the company, the financial study, etc., following the objectives proposed by the Ecuadorian government in trying to change the production matrix, exporting national products with added value. The Uruguayan market has increased significantly its consumption of craft beer in recent years, this is why it was chosen as the destination market to export our product and the reason a study was carried out with descriptive questions applied to determine the target market, the acceptance of craft beer from foreign countries and the consumption trends and market preferences regarding the product to be offered. This analysis was very useful when making decisions regarding the product. This research work seeks to be a bibliographic reference for future investigations related to craft beers, it is also aimed at students or entrepreneurs who want to start a craft beer project.