Propuesta para la elaboración y comercialización de una nueva marca de cerveza artesanal saludable elaborada a base de jengibre en la ciudad de Guayaquil.

Abstract

This work aims to create a craft beer based on ginger in the city of Guayaquil. The development of this business model has been taken into account by the detection of opportunities and in addition to looking to give one more option when drinking a beer. The proposal promotes the production of a craft beer that is healthier for people and in addition to offering a different flavor at the time of tasting it and considering that the product of craft beer is increasing in popularity because the tastes of end consumers has evolved over time. For this research, research methods have been used to interview end consumers, a chemical engineer and the focus group was carried out to find early adopters and detect new business opportunities, based on the results it was concluded to present a new alternative of domestic beer with natural processes without any industrial component, at affordable prices for final consumers.