Cerveza artesanal.

Abstract

Gastón García, 34 years old, is an entrepreneur from Guayaquil who started his business 8 years ago with an inheritance he received where he invested in simple machinery for his craft beer product, which he named “La Perla.” At the beginning he started selling his product to his friends and acquaintances by order, until he was able to sell to a bar in the same city. Over time he gained experience in improving the product while buying his machinery and renting a warehouse to set up his factory. To access these assets he had to mortgage the apartment he had, he quickly positioned himself in the market as a quality product, with a good price higher than those of his competitors. This made the largest supermarket chain in the country interested in acquiring the beer and they finally signed the contract with Gastón García. His other clients were 3 bars in an exclusive sector, 1 5-star hotel and 3 restaurants. For all the above, this company belongs to the alcoholic beverage industry, specifically the beer sector. However, due to its artisanal and often local focus, it is also considered part of the artisanal food and beverage industry or gastronomy industry. Its economic activity is the production and marketing of craft beer located in the city of Guayaquil at a national level. The owner of the company is an expert in production, but not so much in the marketing of beer, so he looked for a partner, Mr. Miguel Rodriguez. He had experience in sales from a family business, although he had never ventured into this kind of items. After 6 months of signing the agreement with the supermarket, things began to decline. There were constant delays in fulfilling orders with all customers because the plant operated only 3 days a week, because those were the days that Gaston had designated for production. The company “La Perla” has direct competition and indirect competition from premium industrial breweries, with Club Premium and Heineken in this category, as well as other options such as wine and cocktails.