Marketing communication in beer industry in the Czech Republic with respect to minibreweries

Abstract

Minibreweries are a specific group on the Czech beer market and they communicate with their customers mostly via their product – the beer. Their main asset is uniqueness and locality. Presentation of these breweries is mostly realized by financially less difficult methods. The present text deals with the problems of marketing communication of minibreweries with respect to the techniques used. Data collection was performed via electronic questionnaire in January 2017. The researched sample consisted of 350 minibreweries as of 31st December 2016. Recoverability of the questionnaires was 41% (145 minibreweries). The aim of the research was to find out, with the help of descriptive statistic methods, which marketing tools are used by minibreweries. The results confirm that, for marketing communication, minibreweries use mostly low-cost techniques such as own web pages, which are used by 90% of the researched minibreweries, social sites by 84% of respondents, and through the renown of the minibrewery by 80% of respondents. Furthermore there are tools to be used to differentiate the product, such as labels (in 90% of respondents), glasses and beer coasters (in 85% of respondents), the least used kind of these tools being the advertisement in the national broadcast transmission (in 4% of respondents) and in the news (in 8% of respondents).