In the last few decades a new segment of the
beer market has been developing: i.e. the one
of craft beer. Because of its recent growth,
that indicates the growing interest from both
the productive world and the consumers,
and the scarcity of information, a research
to analyse such market has been carried out,
with particular regard to the region Friuli
Venezia Giulia. Relatively to supply, the
study has involved nine regional enterprises
producing craft beer, showing both positive
and negative elements, in particular the
variability of costs of production and
revenues, but also the high profit margins,
that give space to good possibilities of
development, if more resources will be
invested in communication activities. The
research has been carried out also from the
point of view of demand, aiming at describing
the behaviour of beer consumers, with
particular regard to the consumption of craft
beers.
