O impacto das estratégias de marketing na aceitação de novas cervejas em cervejarias artesanais de Aracaju/SE

Abstract

This paper addresses the impact of marketing strategies on the acceptance of new craft beers, focusing on breweries located in the city of Aracaju, SE. The main objective was to understand how marketing actions influence the purchasing decisions of local consumers by analyzing the sensory, emotional, and strategic factors that contribute to the introduction of new labels in the market. The research was descriptive in nature and used a quantitative approach. As data collection instruments, two questionnaires with seven questions each were applied: one aimed at 150 craft beer consumers and another directed at 30 professionals in the field, such as brewmasters and marketing managers. Through descriptive analysis, the data reveal that factors such as taste, peer influence, packaging design, and social media presence are decisive in the choice of new beers. Additionally, the most memorable marketing actions involve sensory experiences and digital campaigns. It is concluded that, in order to successfully launch products, it is essential to align marketing strategies with consumer behavior, considering sensory stimuli, emotional engagement, and appropriate communication channels. Future studies may explore the role of neuromarketing and artificial intelligence in personalizing campaigns for the beer market.