{"id":211,"date":"2023-01-08T03:26:00","date_gmt":"2023-01-08T03:26:00","guid":{"rendered":"https:\/\/tw.cm.upt.ro\/10\/?page_id=211"},"modified":"2023-01-11T10:49:10","modified_gmt":"2023-01-11T10:49:10","slug":"ce-inseamna-sa-fii-un-producator-mic-intr-o-industrie-dominata-de-branduri-mari","status":"publish","type":"page","link":"https:\/\/tw.cm.upt.ro\/10\/ce-inseamna-sa-fii-un-producator-mic-intr-o-industrie-dominata-de-branduri-mari\/","title":{"rendered":"Ce \u00eenseamn\u0103 s\u0103 fii un produc\u0103tor mic \u00eentr-o industrie dominat\u0103 de branduri mari?"},"content":{"rendered":"
<\/div>\n\n

Ultima schimbare<\/a> f\u0103cut\u0103 de Brewers Association \u00een anul 2018, unde defini\u021bia pentru o ber\u0103rie craft se limitat la cuvintele \u201emici\u201d \u0219i \u201eindependente\u201d, nu a rezistat nici ea foarte mult timp p\u00e2n\u0103 s\u0103 apar\u0103 probleme.<\/p>\n\n\n\n

Aceste dou\u0103 cuvinte, ca modalitate de definire, sunt perfecte doar dac\u0103 e\u0219ti produc\u0103tor. Din start se pierde ideea de bere, iar \u00een prim-plan se aduce tipul de afacere pe care o ai; nu mai e vorba de b\u0103utura pe care o produci, ci la ce scar\u0103 o produci. Toate aceste lucruri ar fi evitate dac\u0103 am reu\u0219i s\u0103 definim, \u00een cele din urm\u0103, ce e aceea o fabrica de bere artizanal\u0103, ajung\u00e2nd astfel \u2013 implicit \u2013 s\u0103 definim \u0219i ceea ce e o bere artizanal\u0103.<\/p>\n\n\n\n

\u0218i totu\u0219i, ar trebui s\u0103 lu\u0103m \u0219i s\u0103 disec\u0103m pe r\u00e2nd problemele care vin odat\u0103 cu aceste
\u201eetichete\u201d. P\u00e2n\u0103 \u00een momentul actual, elementul de baz\u0103 din oricare defini\u021bie asociat\u0103 cu berea artizanal\u0103 este faptul c\u0103 \u201efabrica de bere artizanal\u0103 este o fabric\u0103 \u201emic\u0103\u201d <\/strong>\u201d<\/em>; de fapt, aceast\u0103 trebuie s\u0103 fie neap\u0103rat mic\u0103 pentru a putea fi considerat\u0103 o ber\u0103rie artizanal\u0103. <\/p>\n\n\n\n

Fabricile de bere artizanal\u0103 chiar ajung s\u0103 se m\u00e2ndreasc\u0103 cu faptul c\u0103 sunt produc\u0103tori care ofer\u0103 \u0219i produc bere \u00een cantit\u0103\u021bi mici.<\/p>\n\n\n\n

\u00cen Rom\u00e2nia, legal vorbind, prin o \u201emic\u0103 fabric\u0103 de bere independent\u0103 se \u00een\u021belege o fabric\u0103 de bere independent\u0103 din punct de vedere legal \u0219i economic de orice alt\u0103 fabric\u0103 de bere \u0219i care folose\u0219te cl\u0103diri separate din punct de vedere fizic de orice alt\u0103 fabric\u0103 de bere \u0219i care nu lucreaz\u0103 sub licen\u021b\u0103. Atunci c\u00e2nd dou\u0103 sau mai multe mici fabrici de bere coopereaz\u0103, iar produc\u021bia lor anual\u0103 total\u0103 nu dep\u0103\u0219e\u0219te 200.000 hl, aceste fabrici de bere sunt considerate o mic\u0103 fabric\u0103 de bere independent\u0103 separat\u0103<\/a>\u201d<\/em>.<\/p>\n\n\n\n

Totul sun\u0103 super bine p\u00e2n\u0103 aici, dar nu trebuie s\u0103 uit\u0103m c\u0103 e mai bine s\u0103 fim \u0219i reali\u0219ti \u0219i
s\u0103 lu\u0103m \u00een calcul faptul c\u0103 nu mai tr\u0103im prin 1800 \u0219i c\u0103 nimic nu st\u0103 pe loc \u00een jurul nostru. Ca produc\u0103torul s\u0103 economiseasc\u0103 timp \u0219i s\u0103 produc\u0103 suficient de multa bere c\u00e2t s\u0103 \u00ee\u021bi men\u021bin\u0103 pia\u021ba satisf\u0103cut\u0103, va fi nevoit s\u0103 adauge echipamente noi care s\u0103-l ajute \u00een produc\u021bie. <\/p>\n\n\n\n

Ca \u0219i consumatori, ne bucur\u0103m s\u0103 auzim c\u0103 fabricile preferate au mai ad\u0103ugat echipament sau c\u0103 \u0219i- au mai m\u0103rit produc\u021bia de bere. Ar fi absurd s\u0103 le atragem aten\u021bia s\u0103 aib\u0103 grij\u0103 c\u00e2t produc c\u0103 poate dup\u0103 nu mai pot fi numite \u201eber\u0103rii artizanale\u201d.<\/p>\n\n\n\n

A doua problem\u0103 ar fi cea a fabricii de bere \u201eindependent\u0103\u201d.<\/strong> A fi o ber\u0103rie independent\u0103
nu prea are de a face cu a fi o ber\u0103rie artizanal\u0103. Atunci c\u00e2nd asocia\u021biile de berari folosesc cuv\u00e2ntul \u201eindependent\u201d \u0219i sintagma \u201eproduc\u0103tor de bere artizanal\u0103\u201d, o fac \u00een scopul definirii unor parametri comerciali. Capitalul reprezint\u0103 interesul \u00een afaceri, iar implicarea posibililor t\u0103i parteneri (ca produc\u0103tor) \u00een afacerea ta tinde s\u0103 influen\u021beze foarte mult rezultatul final al produc\u021biei. <\/p>\n\n\n\n

Spre exemplu, dac\u0103 \u00ee\u021bi \u021bin o contorizare la c\u00e2\u021bi litri de bere ar trebui s\u0103 produci \u00een
anul X \u0219i ce ingrediente ar trebui s\u0103 folose\u0219ti \u00een produsele tale.<\/p>\n\n\n\n

Brewers Association (BA) USA<\/strong> a definit cam ce ar \u00eensemna o ber\u0103rie artizanal\u0103
independent\u0103: \u201emai pu\u021bin de 25% din fabrica de bere artizanal\u0103 este de\u021binut\u0103 sau controlat\u0103 de c\u0103tre un membru al industriei de b\u0103uturi alcoolice care nu este el \u00eensu\u0219i un fabricant de bere artizanal\u0103\u201d<\/em>.<\/p>\n\n\n\n

Asocia\u021bia Produc\u0103torilor de Bere Artizanal\u0103 (APBA)<\/strong> din Rom\u00e2nia a fost \u00eenfiin\u021bat\u0103 \u00een 2016
\u0219i ca defini\u021bie a berii artizanale a adoptat \u2013 cum era \u0219i de a\u0219teptat \u2013 defini\u021biile prezentate de BA USA, inclusiv procentajele dup\u0103 care BA se orienteaz\u0103 pentru a explica ce este aceea o ber\u0103rie artizanal\u0103 independent\u0103. \u00cen esen\u021b\u0103 se consider\u0103 c\u0103 independen\u021ba de 75% fa\u021b\u0103 de investitorii macro este un motiv suficient de puternic pentru a \u00eencadra o ber\u0103rie sub umbrela ber\u0103riilor artizanale.<\/p>\n\n\n\n

Legal vorbind, \u00een legisla\u021bia noastr\u0103 nu se stipuleaz\u0103 care ar fi maximul de ac\u021biuni de\u021binute
de o ter\u021b\u0103 parte \u00een domeniul produc\u0103torilor locali de bere \u2013 25%? 30%? 45%? 50%? La c\u00e2t de des s-au schimbat defini\u021biile \u00een ultimi ani pentru a se mula pe ceea ce cere pia\u021ba putem spune c\u0103 mai mult\u0103 confuzie a fost f\u0103cut\u0103 dec\u00e2t vreo clarificare.<\/p>\n\n\n\n

Consumatorul \u0219i impactul pe care \u00eel are acesta<\/h5>\n\n\n\n

\u00cen fine, cu at\u00e2\u021bia termeni legali \u0219i defini\u021bii cu du-te-vino, asocia\u021biilor le-a sc\u0103pat din vedere poate cel mai important element: consumatorul. <\/p>\n\n\n\n

Lupta asta dintre ber\u0103riile macro \u0219i cele artizanale, care este cea mai bun\u0103 defini\u021bie are s\u0103 \u00eencadreze tot ceea ce este nevoie pentru a integra corect termenul de \u201eproduc\u0103tor de bere artizanal\u0103\u201d pe pia\u021b\u0103 \u0219i dac\u0103 e ok sau nu s\u0103 ai ac\u021biuni v\u00e2ndute la fabrici de tip macro. Au ignorat constant partea pentru care ei se tot lupt\u0103 s\u0103 se defineasc\u0103, \u0219i anume omul care, p\u00e2n\u0103 la urm\u0103, le cump\u0103r\u0103 produsele.<\/p>\n\n\n\n

Oare chiar e un a\u0219a mare beneficiu pentru consumator \u00een a avea o sigl\u0103 pe sticla de bere care s\u0103 spun\u0103 c\u0103 e\u0219ti un produc\u0103tor independent de bere artizanal\u0103? Acest lucru le zice ceva despre calitatea produsului? Va asigura consumatorul c\u0103 produsul este fabricat \u2013 \u00een cele din urm\u0103 \u2013 corect sau va justifica pre\u021bul de la raft?<\/p>\n\n\n\n

Trebuie s\u0103 se realizeze faptul c\u0103 acele criterii care sunt bune pentru diferen\u021bierea produc\u0103torilor \u00eentre ei nu sunt acelea\u0219i cu care ar trebui s\u0103 diferen\u021biem produsele pentru clien\u021bi. Chestiile vagi, tehnice, tind s\u0103 plictiseasc\u0103 \u0219i s\u0103 nu fie citite p\u00e2n\u0103 la cap\u0103t de oameni.<\/p>\n\n\n\n

Dac\u0103 am lua o pauz\u0103 \u0219i ne-am g\u00e2ndi, adev\u0103rata problem\u0103 a \u201eberii artizanale\u201d este faptul
c\u0103 oamenii \u0219tiu \u0219i nu prea \u0219tiu de ea. Dac\u0103 sunt \u00eentreba\u021bi, ace\u0219tia vor \u00eencepe s\u0103 \u00ee\u021bi recite \u0219iruri de cuvinte memorate f\u0103r\u0103 inten\u021bie de pe etichetele de bere sau din reclame sau din ce au auzit de pe la prieteni, mereu \u00eencep\u00e2nd fraza cu: \u201esunt produc\u0103tori mici \u0219i independen\u021bi care produc bere dup\u0103 re\u021bete tradi\u021bionale\u201d<\/em>\u2026 \u0219i bla-bla-bla.<\/p>\n\n\n\n

Oamenii simplific\u0103 \u0219i explic\u0103 lucrurile raportate la ei \u00een\u0219i\u0219i \u0219i cum au perceput ei experien\u021ba respectiv\u0103.<\/p>\n\n\n\n

De cele mai multe ori, \u00een urma acestor experien\u021be iau na\u0219tere abord\u0103ri mai profunde \u0219i mai complexe, unde se face apel la anumite caracteristici pe care industria nici m\u0103car nu le-a men\u021bionat. Dac\u0103 ne \u00eentoarcem un moment la defini\u021biile pentru ce este aceea o ber\u0103rie artizanal\u0103 independent\u0103 putem observa faptul c\u0103 nu este men\u021bionat \u00een nici una dintre defini\u021bii nimic despre calitatea produselor, \u00een timp ce orice consumator de bere artizanal\u0103 \u00ee\u021bi va spune c\u0103 bea acest tip de bere deoarece are<\/strong> un gust mai bun<\/strong>.<\/p>\n\n\n\n

Ca b\u0103utori de bere consumatorii \u0219tiu ce este aceea \u201ebere artizanal\u0103\u201d. Cu c\u00e2t beau mai multe tipuri de bere, cu at\u00e2t vor \u0219ti \u0219i vor ajunge s\u0103 \u00een\u021beleag\u0103 ce beau, chiar dac\u0103 nu tot timpul pot exprima \u00een cuvinte acest lucru. Asocia\u021biile sunt cele care creeaz\u0103 confuzie de cele mai multe ori, prin defini\u021biile lor comerciale, ajung\u00e2nd s\u0103 creeze \u00een interiorul consumatorului o paralel\u0103 care s\u0103 rezulte \u00eentr-un compromis dintre dou\u0103 defini\u021bii care se bat cap \u00een cap.<\/p>\n\n\n\n

Cu toate acestea elementul uman este cel care define\u0219te ceea ce este acela \u201eartizanalul\u201d. A
fi uman \u00eenseamn\u0103 a crea. De milenii oamenii au produs \u0219i construit cu propriile m\u00e2ini tot ceea ce \u00eensemna produs de consum \u0219i chiar dac\u0103 abia recent am trecut la produsele realizate \u00een fabrici mereu va fi acel dor l\u0103untric care atrage omul spre ceva autentic.<\/p>\n\n\n\n

De asemenea, elementul uman se poate distinge foarte u\u0219or \u00een atitudinea berarilor
artizanali fa\u021b\u0103 de cea a produc\u0103torilor macro. Felul cum aceste dou\u0103 entit\u0103\u021bi se raporteaz\u0103 la noi ca \u0219i clien\u021bi difer\u0103 prin faptul c\u0103 ber\u0103riile macro (\u0219i cam toate produsele corporatiste, de altfel) au ca \u0219i \u021bint\u0103 mul\u021bumirea unui num\u0103r c\u00e2t mai mare de clien\u021bi \u00eentr-un timp c\u00e2t se poate de scurt.<\/p>\n\n\n\n

Acest lucru are \u0219i defectele sale, precum eliminarea sau reducerea unor caracteristici ini\u021biale \u0219i care erau de dorit la \u00eenceput. Procesul trebuie s\u0103 fie unul discret, aproape inofensiv, deoarece nu vor s\u0103 st\u00e2rneasc\u0103 v\u00e2lv\u0103, de aceea s-a \u0219i ajuns la comercializarea unei beri fade, f\u0103r\u0103 nici un gust prea excep\u021bional, care este u\u0219or de uitat de \u00eendat\u0103 ce \u00ee\u021bi cl\u0103te\u0219ti gura cu ni\u0219te ap\u0103.<\/p>\n\n\n\n

\u00cen schimb, berea artizanal\u0103 \u0219i-a propus altceva. A insistat \u0219i insistat p\u00e2n\u0103 c\u00e2nd a \u00eempins
toate grani\u021bele care ne \u00eenconjurau zona de comoditate \u0219i de confort, aduc\u00e2nd dup\u0103 sine un pumn de arome care te love\u0219te \u00een fa\u021b\u0103 mai ceva ca Moro\u0219anu \u0219i care \u00ee\u021bi d\u0103 o alarm\u0103 de trezire c\u0103 e timpul s\u0103 g\u00e2nde\u0219ti \u00een afara cutiei corpora\u021biilor.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Ultima schimbare f\u0103cut\u0103 de Brewers Association \u00een anul 2018, unde defini\u021bia pentru o ber\u0103rie craft se limitat la cuvintele \u201emici\u201d \u0219i \u201eindependente\u201d, nu a rezistat nici ea foarte mult timp p\u00e2n\u0103 s\u0103 apar\u0103 probleme. Aceste dou\u0103 cuvinte, ca modalitate de definire, sunt perfecte doar dac\u0103 e\u0219ti produc\u0103tor. Din start se pierde ideea de bere, iar … Continue reading “Ce \u00eenseamn\u0103 s\u0103 fii un produc\u0103tor mic \u00eentr-o industrie dominat\u0103 de branduri mari?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","ngg_post_thumbnail":0,"footnotes":""},"class_list":["post-211","page","type-page","status-publish","hentry"],"yoast_head":"\nCe \u00eenseamn\u0103 s\u0103 fii un produc\u0103tor mic \u00eentr-o industrie dominat\u0103 de branduri mari? - PR&Beer<\/title>\n<meta name=\"description\" content=\"Asocia\u021bia Produc\u0103torilor de Bere Artizanal\u0103 (APBA) din Rom\u00e2nia a fost \u00eenfiin\u021bat\u0103 \u00een 2016\u0219i ca defini\u021bie a berii artizanale a adoptat \u2013 cum era \u0219i de a\u0219teptat \u2013 defini\u021biile prezentate de BA USA.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tw.cm.upt.ro\/10\/ce-inseamna-sa-fii-un-producator-mic-intr-o-industrie-dominata-de-branduri-mari\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ce \u00eenseamn\u0103 s\u0103 fii un produc\u0103tor mic \u00eentr-o industrie dominat\u0103 de branduri mari? 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