From macro to micro: The change of trendsetters in the polish beer market

Abstract

The market and society changes in Poland have created a good environment for a dynamic beer market. A considerable part of this dynamics, especially in recent years, can be attributed to the emergence and development of microbreweries. Based on a qualitative investigation, this research aims to identify the key trends and factors affecting this phenomenon. The first part provides the context of the changes of the Polish beer market since 1989 and the conditions which shaped it. The second part outlines the main circumstances lying behind the new brewing scene in Poland characterised by the creation of microbreweries.