THE SUMMARY OF EXTRACT:

My work is the commentary to the article titled „The summer of ginger” published in the Polish magazine 'Profit'. The article describes the success of Belgian brewing company -Browary Belgia, which entered the Polish market in 1999. In 3 years they gained 3.2% of the whole market. This is a great achievement since this sector is dominated by two brewers, which in recent years together eliminated almost all rivals. The success of Browary Belgia was possible thanks to the introduction of new product – ginger beer, which as a low percentage beer was directed to youth. It was accompanied by an intensive advertisement campaign and preceded by laborious examination of Polish market aiming at creating a new beer of the highest quality. The success was apparent – the production of 'Ginger' was tripled during 2 years. The company is planning further expansion.