Abstract
This article is about studying the case of the Duyck breweries, a company that is four generations old and that is leading the tradition relentlessly free on the French beer Market. The Duyck brewery is one of the remaining independent local breweries that try to survive at the end of the 20th century. Indeed, the tendency during this century has been the drastic reduction of the number of breweries in France, due to the apparition of international companies that have a completely different strategy, trying to acquire the different leading brands in the significant markets. There were 2827 breweries in France in 1910 according to appendix 1, 23 in 1976. Recently, an explosion of the microbreweries raised this number to more than 100. In this context, Duyck has to compete aggressively, proposing constantly new ways of promoting its products.
