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Alcoholic beverage producers contribute significantly to state budget revenues. Among these beverages, beer holds a substantial share, often serving as a vital aspect of social interaction. To stimulate demand, beer producers engage in proactive marketing strategies. This article aims to examine current trends in the Ukrainian beer market, analyze the social media activities of major producers, and propose strategies for their enhancement.

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers.

Over the last couple of years social media have transformed the way in which marketing is carried out. The aim of this article is to present barriers that prevent SMEs to use Facebook for their marketing purposes. This article presents the research results carried out in Lodz Voivodship in Poland.