Distribution strategies of new and renewed regional industrial breweries in the context of Czech identity and the traditional beer market
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11310%2F22%3A10445713" target="_blank" >RIV/00216208:11310/22:10445713 - isvavai.cz</a>
Result on the web
<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ZAY-MxauTI" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ZAY-MxauTI</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.14712/23361980.2022.11" target="_blank" >10.14712/23361980.2022.11</a>
Alternative languages
Result language
angličtina
Original language name
Distribution strategies of new and renewed regional industrial breweries in the context of Czech identity and the traditional beer market
Original language description
The geography of the brewing industry is currently undergoing substantial shifts. While most attention has been paid to the boom of microbreweries, the sector of newly established regional breweries has been neglected and little is known about how they are gaining a position among consumers in stable and saturated markets. The aim of this article is to investigate what strategies new breweries use to establish distribution regions and which factors are at play based on the consumers' economic and socio-cultural preferences, all within the contextual influence of market development and territorial identity. The research is based on the mapping of distribution regions of seven new Czech breweries and interviews with their representatives. The breweries first opt for a contagion strategy focusing on local customers to provide a basis for further expansion. The hierarchy strategy with a preference for wealthier customers in distant cities subsequently prevails. The choice and success of the chosen strategy depend on the interaction between regional market development and consumers' territorial identity. In the Czech context, local breweries, especially those that have restored and maintained historic brewery buildings, are interesting for consumers from cities while consumers from the countryside prefer nationally known beer from big industrial breweries.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50701 - Cultural and economic geography
Result continuities
Project
<a href="/en/project/GA18-13381S" target="_blank" >GA18-13381S: Globalization and its regional responses: a case of European beer industry</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Carolinae. Geographica
ISSN
0300-5402
e-ISSN
2336-1980
Volume of the periodical
57
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
16
Pages from-to
131-146
UT code for WoS article
000905275400005
EID of the result in the Scopus database
2-s2.0-85146315086