Pivarska industrija u Hrvatskoj

master's thesis

• Title (english): Brewery industry in Croatia
• Author: Ana Mijatović
• Mentor: Martina Jakovčić (mentor)
• Committee member: Martina Jakovčić (predsjednik povjerenstva)
• Committee member: Nenad Buzjak (član povjerenstva)
• Committee member: Zoran Stiperski (član povjerenstva)
• Granter: University of Zagreb; Faculty of Science; (Department of Geography); Zagreb
• Defense date and country: 2019-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: INTERDISCIPLINARY AREAS OF KNOWLEDGE; Geography

Abstract

Ovaj rad analizira pivarsku industriju u Hrvatskoj, važnost i značaj koji ima kroz pozitivan utjecaj na gospodarstvo zemlje kao stabilna, snažna i ulaganja vrijedna industrija koja pokazuje trendove kontinuiranog rasta, a koja time omogućuje i napredak popratnih gospodarskih grana. Izravno zapošljava, 1,8 %, od ukupnog broja zaposlenih u zemlji odnosno 24.000 ljudi. Neizravno stvara 12 do 13 radnih mjesta na svako radno mjesto u industriji piva, njezin udio u BDP-u zemlje trenutno iznosi 2%, a procjenjuje se da će do 2020. godine iznositi 3% udjela. Hrvatska zauzima tek 22. mjesto u EU svojom malom godišnjom proizvodnjom od 3,4 milijuna hektolitara piva, no analiza HGK pokazuje da ukupnom godišnjom potrošnjom piva, Hrvatska zauzima visoko osmo mjesto u EU. Hrvatskim tržištem dominiraju tri velike pivovare u vlasništvu globalnih pivarskih korporacija koje imaju proizvodni fokus na lager pivu čija potrošnja iznosi 80% tržišnog udjela. Posljednjih 5 godina na hrvatskom je tržištu zastupljen novi proizvod, craft (hrv-zanatsko) pivo, s oko 2% tržišnog udjela. Promjene ukusa i navika potrošača, sve veća popularnost i potrošnja piva iz craft segmenta, ponukala je neke lidere na tržištu piva da se dijelom svoje proizvodnje okrenu novom tržišnom segmentu koji zahtijevaju potrošači, craft pivu. U radu je posebno analizirana pivovara Medvedgrad d.o.o. iz Zagreba koja je na tržištu prepoznata kao jedan od pionira i lidera craft pivovara.

Abstract (english)

This paper analyzes the brewing industry in Croatia, the importance and significance that it has through a positive impact on the country's economy as a stable, strong and investment-friendly industry that exhibits continuous growth trends, and thus facilitates the advancement of related industries. Directly employs 1.8% of the country's total employment or 24.000 people, indirectly creates 12 to 13 jobs for every job in the beer industry, its share in the country's GDP is currently 2%, and it is estimated that by 2020 to be 3% of the share. Croatia ranks only 22nd in the EU with its small annual production of 3.4 million hectoliters of beer, but the Croatian Chamber of Economy's analysis shows that with total annual beer consumption, Croatia ranks eighth in the EU. The Croatian market is dominated by three large breweries owned by global beer corporations whose production focus is on lager beer, whose consumption amounts to 80% of the market share. For the last 5 years, a new product, craft beer, has been represented on the Croatian market, with around 2% market share. Changes in consumer tastes and habits, increasing popularity and consumption of craft beer, has prompted some beer market leaders to turn part of their production to a new market segment that consumers demand, craft beer. The paper specifically analyzes the brewery Medvedgrad d.o.o. from Zagreb, which is recognized on the market as one of the pioneers and leaders of craft breweries.

• Keywords: industrija piva; craft pivo; pivovara Medvedgrad; tehnologija; ekonomija; utjecaj na okoliš
• Keywords (english): brewery industry; craft beer; Medvedgrad brewery; technology; economy; environment study
• Language: croatian
• URN:NBN: urn:nbn:hr:217:296152
• Study programme: Title: Geography Professor; Study programme type: university; Study level: graduate; Academic / professional title: Profesor geografije (Profesor geografije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-10-04 11:11:53