Analysis of the feasibility of marketing the pottery-making craft beer within the municipality of Cacota, Norte de Santander.

Abstract

The growth of the craft beer market has created new opportunities for local economic development by strengthening regional entrepreneurship. This study aimed to analyze the commercial feasibility of Alfarera craft beer produced in Cácota, Norte de Santander, by identifying market conditions, consumer behavior, and external factors influencing its positioning. A descriptive research approach was adopted using tools such as PESTLE analysis, the Logical Framework Approach, and a survey conducted among residents of Norte de Santander. Results indicate high awareness of craft beer, strong consumer appreciation for product quality, and significant growth opportunities associated with tourism and territorial identity. The study concludes that Alfarera beer has favorable conditions to expand its regional market presence through marketing strategies, improved distribution channels, and stronger integration with the municipality's tourism sector.