MARKET AND TECHNOLOGY ANALYSIS OF SMALL BREWERIES IN SLOVENIA

V magistrskem delu predstavljamo pivovarstvo in trg piva v Sloveniji, poudarek je na razvoju in sodobnih tržno-tehnoloških razmerah v malih pivovarnah. Okus pivcev piva v Sloveniji se spreminja. To nam dokazuje padec tržnega deleža Skupine Pivovarna Laško, povečuje pa se tako delež uvoženih količin piva kot tudi piva, zvarjenega v malih pivovarnah. V uvodu prikažemo razmere na trgu piva v Sloveniji v luči globalnega trenda potrošnje novih vrst piva polnega okusa oz. t. i. butičnega piva (craft beers) in posledično rast malih pivovarn. V nadaljevanju ovrednotimo raznolikost proizvodnje piva v Sloveniji glede na standardizirano razdelitev tipov piva. Ključno dodano vrednost magistrskega dela pa predstavlja ocena tržno-tehnoloških razmer in podjetniških priložnosti za male pivovarne v Sloveniji, skladno z obsegom potrošnje piva, trendi okusa pivcev piva in možnostmi strokovnega izobraževanja na področju pivovarstva. Z anketno analizo vzorca 20 % malih pivovarn v Sloveniji smo v sklopu mednarodnega projekta LdV Beer School pridobili odgovore o trženjskih in tehnoloških značilnostih malih pivovarn. Raziskava prikazuje podjetniško organiziranost, čas ustanovitve, način organiziranosti, število zaposlenih in dodatne dejavnosti analiziranih pivovarn. V sklopu o proizvodnji in prodaji smo osvetlili tehnološke razmere v mikropivovarnah (velikost varilnic, kapaciteta proizvodnje, tipi varjenega piva in uporabi vhodnih surovin). Zanimalo nas je tudi, v kakšni embalaži prodajajo pivo, kakšno je njihovo prodajno območje in način prodaje. Pregled trženjskih aktivnosti priča o prepoznavnosti analiziranih pivovarn. Anketiranci so navedli podatke o blagovnih znamkah, pod katerimi prodajajo svoja piva, način izvajanja marketinga oz. trženja in obseg denarja, namenjenega za trženje. Tematski sklop o izobraževanju pa posreduje informacije o načinu dosedanjega izobraževanja o pivovarstvu, o pomenu pridobitve poklicne kvalifikacije in pomenu strokovnega izobraževanje za sodelavce anketiranih pivovarjev. Rezultati kažejo, da povpraševanje po pivu, ki ga proizvajajo male pivovarne raste. Število malih pivovarn se je v Sloveniji v petih letih več kot podvojilo. Od 20 leta 2011 na 55 leta 2015. Ker je povpraševanje večje od ponudbe, pivovarne tudi povečujejo proizvodnjo. Med tipi piva varjenega v Sloveniji še vedno prevladujejo svetla piva tipa ležak, ki so tudi večinski proizvod pivovarn na globalni ravni. Vendar se tudi povečuje število tipov piva, varjenega po zahtevnejših receptih. Tu govorimo o t. i. butičnih pivih, oz. pivih polnega okusa, po katerih posegajo predvsem zahtevnejši in pa mlajši pivci. Vzporedno narašča tudi ponudba uvoženega piva. leta 2011 je bilo v Sloveniji prisotnih 21 vrst piva iz 8 držav, leta 2015 je bilo na gostinskih policah že 34 vrst piva. Rezultati raziskave malih pivovarjev v Sloveniji smo tudi potrjujejo, da število in obseg proizvodnje v malih pivovarnah raste. Pojav novih pivovarn, kot tudi rast proizvodnje obstoječih pa omogočata dodatno zaposlovanje.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