Distribution strategies of new and renewed regional industrial breweries in the context of Czech identity and the traditional beer market

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Distribution strategies of new and renewed regional industrial breweries in the context of Czech identity and the traditional beer market

Popis výsledku v původním jazyce

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&apos; 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&apos; 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.

Název v anglickém jazyce

Distribution strategies of new and renewed regional industrial breweries in the context of Czech identity and the traditional beer market

Popis výsledku anglicky

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&apos; 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&apos; 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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50701 - Cultural and economic geography

Projekt

<a href="/cs/project/GA18-13381S" target="_blank" >GA18-13381S: Globalizace a její regionální ozvuky: příklad evropského pivovarnictví</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Acta Universitatis Carolinae. Geographica

ISSN

0300-5402

e-ISSN

2336-1980

Svazek periodika

57

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

16

Strana od-do

131-146

Kód UT WoS článku

000905275400005

EID výsledku v databázi Scopus

2-s2.0-85146315086