PRIORITIES OF MARKETING STRATEGIES OF GLOBAL BREWING COMPANIES IN THE CONTEXT OF COVID-19

The status and development trends of the global beer market are revealed. Its geospatial structure and major global players are identified. The destructive role of COVID-19 in the development of both global and regional beer markets is outlined. It is determined that companies are actively applying anti-crisis measures based on marketing tools. The case of successful marketing activities of the UK beer market operators is considered, which demonstrates the positive effects of introducing marketing innovations under quarantine restrictions