I n nowadays conditions of fierce competition, those enterprises which fail to create new species of products are exposed to the risk of becoming an outsider, that is uncompetetive to the changeable demand. Their existing products are vulnerable to the alterations in consumer needs and preferences, to the appearance of new technologies, to curtailment of production cycle of alternative products and to the bitterness of national and international competition. The process of creation of new products is compound of eight stages : the generation of the ideas, the selection of the ideas, the creation and testing of the notion, the elaboration of the strategy of marketing, the analysis of activity, the creation of the product, the testing on the market, and to market. The development of the process of creation of new products is demonstrated by the beer factory ’’Vitanta-Intravest’’- the largest producer of beer, cooling drinks and mineral water from the Republic of Moldova. The entire process of innovation lasts nearly 5-7 months, depending of the nature of the product. The factory pratices actively the marketing in the process of creation of new products. In order to protect its new products from competition, the ’’Vitanta’’ factory grands attention to the protection of its goods through new design, trademarc, invention by their registration at the State Agency on Industial Property Protection. Thanks to remarcable professional skills of its staff and their will to be the first, for many years, the ’’Vitanta’’ factory keeps its position of a leader in producing beer and cooling drinks on the market of Moldova. It continuesthe beer production traditions introducing new ideas every year.