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SONAR|HES-SO regroupe les travaux de bachelor et master diffusables de plusieurs écoles de la HES-SO. Consultez cette page pour le détails.

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Mémoire
Bachelor thesis

The industry of microbreweries in the canton of Geneva : what are the current challenges faced by microbreweries in the market of Geneva and who are their customers ?

    2019

66

Mémoire de bachelor: Haute école de gestion de Genève, 2019

Suisse
Genève
brasserie
industrie de la bière
English Switzerland is the country with the highest number of breweries per capita in the world (Genillard, 2018). In 2019, the number of microbreweries is around 1000. However, it has not always been the case that Switzerland was the leading country in terms of number of microbreweries. Indeed, in 1990, there were only 32 microbreweries in Switzerland. This phenomenon is something recent and even if the number has not stopped rising since 1990, there are many microbreweries that have failed to launch their enterprise which disappeared or went bankrupt. This bachelor project aims at identifying the diverse challenges faced by the microbrewers in the canton of Geneva. Moreover, the project also tries to build a consumer profile as well as identifying the important features of craft beers for the consumers. There are three different challenges identified that microbrewers in the canton of Geneva encounter. The first one being the difficulty to find a production warehouse and/or selling point. Indeed, it is quite expensive and constraining for diverse reasons. The second challenge identified is the initial investment and the machinery to be able to brew. The third challenge is the access to financing. Daily management and other important matters to think about are also addressed by this report. This report also addresses the future of the industry of microbrewery as well as the existing consortium. The future of the industry is currently difficult to forecast. Regarding the consumer profile, the key finding was that a typical consumer profile can be drawn. There are some factors that are relevant such as gender, income, occupation and education and some other that are inconclusive such as age. Plus, many different reasons where found to understand why a person do not drink a craft beer. The percentage of people that drinks craft beer was also identified. The findings show that consumers drink either often craft beers or drink it on a casual basis. The typical place where consumers drink craft beer was examined. The easiness of finding craft beer was analysed on the consumer point of view. Then, an investigation of the average amount spend by consumer was done and it seems that in average people spend up to 50 CHF per month. The features of craft beers that are important for consumers were also looked at. Plus, this report analyses if consumers living in Geneva consume mostly craft beers from Geneva or other places. Furthermore, craft beer was studied to see if this is something recently consumed in Geneva. Lastly, the favourite beers/microbreweries were identified for consumers in the market of Geneva.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
License
License undefined
Identifiers
  • RERO DOC 327891
Persistent URL
https://sonar.ch/hesso/documents/314980
Statistics
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