Přehled o publikaci

The paper focuses on the analysis of the influence of neo-localism in the names of Czech microbreweries' products. Neolocalism is a phenomenon that, in the field of brand identity and marketing, is manifested in the orientation to local elements, cultural references and linguistic specificity. In an era of departure from the paradigm of globalization and strengthening of local markets, neolocalism plays a significant part in creative branding strategies. The aim of this paper is to verify whether the principles of neolocalism, demonstrated to be applied in the names of breweries themselves (B & rcaron;ezinov & aacute;, Linhartov & aacute;, 2023), are also applied in the naming of individual products. Given the growing importance of microbreweries in regional development and tourism, the analysis of beer names becomes a relevant tool for understanding the marketing and cultural strategies of these producers. The study is based on the analysis of data collected in a research survey in 2024, which included more than 1,231 beer names from 250 microbreweries across the Czech Republic. The study uses content analysis complemented by linguistic and cultural interpretation. The key results show that 94% of the products assessed bear nominal or visual signs of local identity and cultural influences, including references to local geography, history, language and culture. Neolocalism thus represents a significant trend not only in the names of microbreweries but also in the names of their beer lines.