|Opis:||In the master´s thesis, we have presented brewing industry and beer market in Slovenia with the emphasis on development and modern marketing-technological situation in small breweries. The taste of the Slovenian beer drinkers is changing. This is proven by a drop in market share of the Pivovarna Laško Group, as well as in an increase of a share of imported quantities of beer, brewed in small breweries.
At the beginning, we present the situation on beer market in Slovenia in the light of the global trend of consumption of new types of full flavoured beer or so called craft beers, and the consequent growth of small breweries. Further, we evaluate the beer diversity in Slovenia in regard to standardised distribution of beer types. The key added value of the thesis represents the evaluation of marketing-technological situation and business opportunities for small breweries in Slovenia, according to the volume of beer consumption, beer drinkers´ taste trends, and possibilities of professional education for the field of brewing industry. By analysing the survey sample of the 20% of small breweries in Slovenia, we have, within the international project LdV Beer School, obtained the responses to marketing and technological characteristics of small breweries.
The research presents business organization, time of establishment, type of organization, number of employees, and additional activities of the analysed breweries. In the context of production and sale, we have highlighted the technological situation regarding the size of the breweries, production capacities, types of brewed beer, and use of input raw material. We also wanted to know what kind of packing is used to sell beer, sales area, and the method of selling. An overview of the marketing activities testifies about the recognisability of the analysed breweries. It gives the data on the trade marks under which their beers are sold, the method of marketing implementation, and the extent of money intended for marketing. A thematic heading on education provides information on a way of education about the brewing industry up until now, the importance of acquiring professional qualification, and the importance of professional education for employees of the surveyed brewers.
The results show an increased demand for beer produced by small breweries. A number of small breweries in Slovenia in the last five years has more than doubled: from 20 in 2011 to 55 in 2015. Since the demand is greater than the supply, the breweries are also increasing their production.
Among the brewed types of beer in Slovenia, pale lagers still predominate. They are also the major product of the breweries on a global scale. However, a number of beer brewed by more demanding recipes is increasing. Here, we talk about the so called craft beers or full-flavoured beer, mainly drunk by more demanding and younger drinkers. Parallel, there is an increase in supply of imported beer. In 2011, there were 21 types of beer in Slovenia from 8 countries. In 2015, there were already 34 types of beer available in bars.
By analysing the survey sample of small brewers in Slovenia, we have confirmed that the number and volume of production in small breweries are increasing. The occurrence of new breweries as well as an increase in production of the existing ones enables additional employments.|