ІННОВАЦІЙНІ ПІДХОДИ ДО РИНКУ КРАФТОВОГО ПИВА З ВИКОРИСТАННЯМ ЕЛЕМЕНТІВ ЛОГІСТИКИ ПОСТАЧАННЯ

Abstract

In the article, the essence of the concept of "craft" is disclosed, and its types are presented. The main craft beer producers in Ukraine are outlined, including Varvar, Underwood, "Pravda," "Tsypa," Rebrew, and Brewery 2085. Significant attention is given to the size of investment capital expenditures for equipment procurement, the payback period, and the emphasis is placed not only on production activities but also on logistics, marketing, and distribution channels. It is emphasized that large companies primarily sell their beer in PET bottles through supermarket networks, while craft beer is heavily dependent on HoReCa – mostly sold in kegs to pubs and restaurants. Additionally, along with direct delivery, craft breweries are increasingly developing their network of pubs and bar-shops. An assessment of the feasibility of producing craft beer at PJSC "Carlsberg Ukraine" "Lviv Brewery" is conducted. Considering the positive aspects, the decision to venture into the craft beer business within the operations of this company is made by the authors of the publication. The authors provide a brief overview of craft equipment manufacturers, highlighting the positive and negative elements in their offerings. For further research, three suppliers have been selected: Zip Technologies, Hungary; Integral Geha, Germany; Automationstechnik, Austria. The supplier selection analysis is based on the supply logistics concept and involves evaluating a range of criteria. Given the priority of criteria such as equipment payback period, equipment quality, and its price, additional research on the efficiency of equipment procurement from the three mentioned suppliers is conducted, taking into account the investment amount, depreciation, expected net cash flow, and payback period. As a result of the calculations, Zip Technologies, Hungary is selected with a payback period of 5.7 years and a maximum integrated weighted score of 6.99 among the analyzed suppliers. It is emphasized that the decisive criterion was the payback period, primarily associated with the lower price of production equipment.