The object is the process of forming the digital communicational tools of enterprise marketing. The goal is to develop the theoretical principles of the formation of digital communication marketing tools and to create on this basis proposals for its effective usage by breweries in Ukraine. Methods – axiomatic, method of historical comparison, method of system analysis, synthesis, method of scientific abstraction and structural-functional approach, method of survey, scientific induction and deduction, method of psychological segmentation VALS; method of web analytics and content analysis, statistical observation, structural-dynamic analysis, logical method, PESTLE analysis, graphical and tabular methods. The results are: theoretical generalization and a new solution to the scientific problem, which consists in developing the scientific provisions of the process of forming digital communicational marketing tools and developing proposals for its effective usage by breweries in Ukraine. Novelty – the model of long-term active loyalty of the consumer of brewing products was first proposed; improved: the theoretical model of the communication process which includes the modifiers of the channel and the environment, the interpretation of the essence of marketing communications, the interpretation of the concept of "digital communication marketing tools", the system of direct marketing of breweries using digital communicational tools; has further developed: the procedure for assessing the network activity of Ukrainian breweries, scientific approaches to determining the relationship between the frequency of beer consumption and the activity of consumer participation in existing marketing communication actions of producers, the method of psychographic segmentation of consumers, which provides for the defining of their archetypes according brewing products. Adopted in the practical activities of LLC “The Moon”, craft brewery “Yan Tarnovskyy”, LLC “Mykulynetskyy Brovar”, the Office of Strategic Development of the city of Ternopil City Council and in the educational process of the Ternopil National Economic University. The scope of application is the activities of breweries.
