Impacto do aumento do número de cervejarias artesanais sobre o mercado de cervejas comerciais nacional

Abstract

The essay has the objective to investigate the impacts of the rising in the number of craft breweries and the popularization that craft beers had, and still have, over the Brazilian beer market. We begin defining and characterizing the global and national beer markets, after that we analyze these markets and the available data. The comparison analysis of the beer industry intends to show its importance and provide a better delimitation of this parallel market. It was checked that, despite the craft beer compete in certain level with the commercial beers, it has its own differences which must be taken in consideration in the study. The Brazilian beer industry is very concentrated and the effect over an alternative market, like the craft beer market, is limited, although this alternative market affects the commercial beer market. With the raising in the craft breweries in the last few years, consequence of a wave of gourmet products popularizing, we saw a tendency in the customer preferences, which pushed the craft beer market, but impacted also the commercial ones in their strategic decisions.