Irapuato, Gto., December 3, 2018.- To put into practice the acquired knowledge and to facilitate its transition from the university to the productive sector, students of eighth semester of the degree in agribusiness of the University of Guanajuato (UG) carried out a market study to a manufacturer of strawberry beer in the city of Irapuato, Gto.

As part of the marketing subject, taught by teacher Adriana Villafaña Aguilera, students are encouraged to have direct contact with companies so that they can develop market surveys that give feasible information, allowing them to connect with the industry so that they begin to develop projects related to their area, explained the teacher.

Juan Pablo Rangel, deputy director of beer Durkö referred "we went to the University of Guanajuato for advice on the market, I was very satisfied and grateful for the extensive work of research".

He explained that the company has 3 years of being created, but a year and a half ago decided to launch the beer with strawberry flavor, a drink of subtle taste in a style of combination used in Belgium and Germany, as something innovative that also represents the city of Irapuato. The next challenge is to position it better in the locality.

The students participating in the study began using INEGI statistical data, with prior training for the management of data from economic units. Then they selected the bars that met the necessary characteristics, pinpointed the geographical location and came to apply face-to-face interviews to know the preferences of the local market, among other actions.

The interpretation of results showed that there is potential for the consumption of artisan beer, which people choose by recommendation or curiosity, the price ranges they are willing to pay, the frequency in consumption, with which food usually accompany the drink as well as the most remembered brands.

At the end of the results presentation, the agribusiness students gave the interested party additional information about the work done during the semester.

In this way, the University of Guanajuato provides useful services to small and medium-sized companies with potential for growth and that give their confidence in future professionals of agribusiness, an educational program that is offered in the Division of Life Sciences based in Irapuato.