Que variáveis influenciam o mercado cervejeiro artesanal

: atributos da cerveja ou comunicação?

Abstract

Craft beers began to gain relevance not only worldwide but also in the Portuguese market and therefore the aim of this research is to discover what makes the craft beer market move. This study also focuses on Super Bock's Coruja Beer and aims to understand what craft beer is, what are the main factors for the consumption of Coruja Beer in Portugal, who are its consumers and what are the barriers to consumption of this drink.A mixed methodology was chosen, combining an interview with Marketing Manager Super Bock, Craft & Specialty in the Super Bock group, with an online survey. The results indicate that producers and consumers have different definitions to conceptualize craft beer, that despite the efforts of the marketing teams, the consumer gives more relevance to flavor than to communication in terms of being drivers for the consumption of Coruja Beer. It was also found that in Portugal the drink is predominantly consumed by male individuals, by young people and with a gross monthly income between €1000 and €1999. To conclude, the price and scarce availability of this drink were considered as factors that prevented a more frequent consumption of Coruja Beer.

Date of Award	4 Mar 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Alexandre Duarte (Supervisor)