Přehled o publikaci

Czech Republic is first in beer consumption per capita worldwide. In 2023, this consumption was 128 litres per capita, beer culture is deeply rooted here. A significant increase in the number of microbreweries and popularization of at-home beer brewing has been taking place since 2010. Production volume of microbreweries makes up 2.5% of the overall production volume of beer in the Czech Republic. With the number of microbreweries increasing, so does the competitive pressure in this market. What tools of marketing communication are important to the owners of microbreweries considering their competitive ability is a question that we will deal with in this paper. The research took place in 2016 and 2023, the data were acquired using a questionnaire and controlled interviews. The research sample constitutes of 30 microbreweries. The selected marketing communication tools were divided into three groups. The results of the first and second group (tools of targeted marketing communication and tools of marketing communication used at the sales site) are presented in this paper. The results show that only a few of the marketing communication tools have undergone a shift in their importance. However, a significant change can be seen in a number of microbreweries which deem these tools as important.