Osnovni cilj ovog rada je ispitati kvalitetu i kvantitetu ponude i potražnje u Republici Hrvatskoj u industriji pive. Zadatak je detektirati potencijal niše te mogućnosti ulaska na hrvatsko tržište. Korištenjem sekundarnih podataka generiranih iz istraživanja djelatnosti od strane nadležnih institucija, steći će se uvid u trenutnu tržišnu situaciju. Za potrebe je rada konzultirana stručna relevantna literatura. Vodeći se pokazateljima profitabilnosti, ekonomičnosti, likvidnosti, isplativosti financiranja, kao i osluškivanjem tržišne situacije kod distributera i voditelja ugostiteljskih objekata, donesen je zaključak o isplativosti ulaska u poslovni poduhvat i postojanju dugoročne perspektive planirane djelatnosti. U zaključku su na temelju sekundarnih podataka koji proizlaze iz stručne literature te iz rezultata i pokazatelja, istaknute završne odrednice i aktivnosti koje je potrebno poduzeti kako bi se ostvarila potpuna poduzetnička žetva što skorijim ulaskom u tu atraktivnu nišu. Zaključeno je da su mogućnosti industrije pive velike i da se poduzetniku isplati ulazak u tu djelatnost na hrvatsko tržište na temelju postojećih resursa s kojima raspolaže.

The main objective of this paper is to examine the quality and quantity offer and demand in the Republic of Croatia within beer industry. The task is to detect the potential of the niche and the possibility to start entreprenural activities entering Croatian market. Through the use of secondary data generated from beer industry activities by competent institutions, the work will clarify the quantity and quality of the current offer. Relevant literature was consulted for the needs of the work. Based on the indicators of profitability, cost-effectiveness, liquidity, cost-effectiveness of financing, as well as tracking market situation among distributors and bar owners and summing up the results, a conclusion was reached on the viability of the business venture and the long-term perspective of the planned activity. The conclusion is based on the secondary data derived from the relevant literature and from the market results and indicators, the highlighted definitions and the activities that need to be undertaken in order to realize the full entrepreneurial harvest as soon as possible by entering this attractive niche of Croatian industry. It was concluded that the opportunities of beer industry in Croatia are great and that the entrepreneur is worthy of entry into this activity on the basis of the existing resources with which he has.