The product, from the marketing aspect, represents everything that the market can offer to satisfy the demand and specific needs of consumer. If the product does not meet the requirements set before it, it is very likely that it will not have a long lifespan. Product life and product life cycle are different. The life cycle of a product represents the time from the creation of the idea about the product until its shutdown and cessation of production. The life of a product represents the time from the production of one product unit to the consumption of that same product unit. The phases of the life cycle that a product goes through are: the phase of creating an idea about a product , the phase of product development, the phase of introducing the product to the market, the phase of product growth , the phase of product maturity and the phase of aging, i.e. the death of the product. The product begins to return the invested funds and make a profit only in the phase of product growth. In the phase of product maturity, the company wants to stay in the long term. In the phase of the product`s demise, attempts are made to cover the costs of commercializing a new product, i.e. a substitute. A product can be in different stages of its life cycle in different markets. Through marketing activities, these diversities are leveled with the aim of returning the invested funds and making a profit. „Osječko pivo“ is a product of the Osijek brewery, which has a long tradition and has been present on the market for many years. Accordingly, the life cycle of this product is extremely interesting because in its long history it has never entered the phase of aging, i.e. the death of the product.