title: Ð¡Ð¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐ½Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ ÐÐ¡ÐÐ«Ð ÐÐÐÐÐÐÐ Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Special events as a tool for promoting brewery products (on the example of LLC "KRASNY PIVOVAR")
Creators: name: ÐÐ°Ð»Ð°ÑÐ¾Ð²Ð°, ÐÐ½Ð°ÑÑÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐ½Ñ
Ð¾ÑÑÐ°ÑÐ»ÐµÐ²ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ
ÑÐ²ÑÐ·Ð¸ Ñ Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾ÑÑÑÑ
ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐ¾Ð±ÑÑÐ¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ
Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÐ¹ Ð¸ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð¾Ð¿ÑÑ
ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐµ ÑÐµÑÐ¸
ÑÐ¾Ð±ÑÑÐ¸Ð¹Ð½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð²Ð¸Ð´Ñ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹
ÑÐµÐºÐ»Ð°Ð¼Ð° Ð°Ð»ÐºÐ¾Ð³Ð¾Ð»ÑÐ½Ð¾Ð¹ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸
brewery
sectoral events
public relations
special events
competitors
foreign and domestic experience
social networks
event marketing
types of special events
advertising of alcoholic beverages

description: Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐ½Ð¸ Ð¿ÑÐ¸ Ð¿Ð¾Ð¼Ð¾ÑÐ¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÑÐ¾Ð±ÑÑÐ¸Ñ. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¸ÑÑÐ»ÐµÐ´ÑÐµÑÑÑ Ð°ÐºÑÑÐ°Ð»ÑÐ½Ð¾ÑÑÑ Ð¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÑ Ð´Ð°Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°. Ð ÑÐ°Ð±Ð¾ÑÐµ Ð¿ÑÐ¸Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½Ð¾Ð³Ð¾ Ð¸ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¾Ð¿ÑÑÐ° Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð´Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð² ÑÑÐµÑÐµ Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐµÐ½Ð¸Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¸Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð¸ Ð¿Ð¾Ð»Ð¾Ð¶Ð¸ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÐµÐ¿ÑÑÐ°ÑÐ¸Ð¸. ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐµÐ½ Ñ Ð¿Ð¾Ð¼Ð¾ÑÑÑ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. ÐÑÐµÐ´Ð¼ÐµÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ ÑÐ¾Ð±ÑÑÐ¸Ðµ ÐºÐ°Ðº Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¸Ð¸ Ð¿Ð¸Ð²Ð¾Ð²Ð°ÑÐ½Ð¸ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Â«ÐÐ ÐÐ¡ÐÐ«Ð ÐÐÐÐÐÐÐ Â»). Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¸ Ð¿ÑÑÐ¼ÑÑ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð², Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ñ Ð´Ð¾ÑÑÐ¾Ð¸Ð½ÑÑÐ²Ð° Ð¸ Ð½ÐµÐ´Ð¾ÑÑÐ°ÑÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐ½Ð¾Ð²ÑÐ²Ð°ÑÑÑ Ð½Ð° ÑÐ´ÐµÐ»Ð°Ð½Ð½ÑÐµ Ð²ÑÐ²Ð¾Ð´Ñ, Ð±ÑÐ»Ð¾ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð¾ ÑÐ¿ÐµÑÐ¸Ð°Ð»ÑÐ½Ð¾Ðµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ðµ.
description: The paper considers the problem of promoting brewery products by holding a special event. The paper examines the relevance and effectiveness of this communication tool. The paper provides an analysis of foreign and domestic experience in using special events to promote products in the field of brewing, as well as the formation of a strong brand and a positive reputation. The object of the study is the promotion of breweries products through special events. The subject of the study is a special event as a tool for promoting brewery products (on the example of LLC Â«KRASNY PIVOVARÂ»). In the practical part, the analysis of the communication activities of the company in question and direct competitors was carried out, the advantages and disadvantages of the company were determined. Based on the conclusions drawn, a special event was developed.