Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 369 2021
Po a ina s o Slo ak Jou nal o Food Sciences
ol. 15, 2021, p. 369-377
h ps://doi.o g/10.5219/1397
Recei ed: 12 May 2020. Accep ed: 17 Feb ua y 2021.
A ailable online: 28 Ap il 2021 a www.po a ina s o.com
© 2021 Po a ina s o Slo ak Jou nal o Food Sciences, License: CC BY 4.0
ISSN 1337-0960 (online)
THE ATTITUDE OF CZECH UNIVERSITY STUDENTS TO BEER
CONSUMPTION FROM MICROBREWERIES
V a isla Kozák, Vendula Lapčíko á
ABSTRACT
The ques ionnai e su ey was ocused on he ela ion o uni e si y s uden s o gene a ion Z in he Czech Republic o bee
om mic ob ewe ies. The su ey in ol ed 1,103 esponden s om among Czech uni e si y s uden s. 1,004 esponden s
complied wi h he su ey condi ions ( hey had o belong o uni e si y s uden s and consume bee ). Al hough 98% o bee
consumed in he Czech Republic is om indus ial b ewe ies, i has u ned ou ha he p opo ion o s uden s who consume
bee om indus ial b ewe ies and mic ob ewe ies is almos he same. As o bee om mic ob ewe ies, s uden s p e e
classic bee s o he Pilsen ype. So a , hese do no ci cula e in bee ou ism in la ge quan i ies. The esponden s ag ee ha
bee ou ism will compe e success ully wi h wine ou ism. Fo bee ou ism o de elop success ully, mic ob ewe ies mus
also o e ca e ing, accommoda ion, and o he se ices; bee ba hs a e in high demand a p esen . The economic bene i s o
mic ob ewe ies a e in se e al a eas – hey in eg a e in o ou is des ina ions, use local aw ma e ials o bee and ood
p epa a ion, c ea e new jobs, enhance abandoned b ewe ies and con ibu e o he de elopmen o u al a eas.
Keywo ds: millenniums; mic ob ewe ies; bee p e e ences; bee ou ism; mic ob ewe ies o e
INTRODUCTION
This s udy deals wi h he eelings o Czech uni e si y
s uden s abou bee wi h a ocus on bee consump ion om
mic ob ewe ies. This is an impo an opic because,
acco ding o he Scopus da abase, his issue has no been
quali ied in he pas wo yea s (Oc obe 2020). In he i s
400 links on scopus.com, he e a e only wo scien i ic
s udies, namely Ri a ol, Kozák and Spadoni (2019),
which examines he a i ude o Czech and o eign uni e si y
s uden s in he Czech Republic owa d he consump ion o
c a bee s, and he second s udy by Kozák, Jeřábek and
Še čík (2018) ha analyzes b ewe ies in he Zlín Region in
he Czech Republic. They pay mo e a en ion o hose
mic ob ewe ies ha o e bo h special y bee s and egional
culina y special ies and possibly o he se ices such as
ca e ing, accommoda ion, o e en a bee spa.
These mic ob ewe ies a e in ol ed in c ea ing highe
quali y culina y ou ism in he egion. I is, he e o e, clea
ha comp ehensi e esea ch on consume p e e ences o
bee d inke s om he g oup o uni e si y s uden s has no
been conduc ed in he Czech Republic.
Uni e si y s uden s a e an impo an a ge g oup o
p oduce s o be e ages, bo h alcoholic and non-alcoholic.
In he esea ch yea (2019), hey we e in he age ange o
18 – 26, and a ha age, hei consump ion habi s ega ding
he consump ion o be e ages had been ese ed o sligh ly
a oided. Ei he alcoholic be e ages a e no consumed a all,
o hey choose be ween spi i s, wine, and bee . This
esea ch ocused on bee consume s and in es iga ed he
a i ude o Czech uni e si y s uden s owa d bee om
mic ob ewe ies. The seconda y objec i e o he esea ch is
o assess how many mic ob ewe ies can ope a e in he
Czech Republic. The e ha e been 43 indus ial b ewe ies
o se e al decades, he numbe o ac i e mic ob ewe ies
was es ima ed a 550 a he end o 2019, and he new ones
a e s ill eme ging. Based on his esea ch, he au ho s c ea e
a quali ied es ima e o whe he he numbe o
mic ob ewe ies will ind hei place on he Czech bee
ma ke .
Acco ding o Veiso á (2017), uni e si y s uden s belong
mos ly o gene a ion Z (wi h some o e lap wi h he
gene a ion Y – millenniums), only pa o which, i.e.
pe sons bo n be ween 1993 and 2001, was used o his
esea ch.
The millennium gene a ion a he ime o esea ch (2019)
was aged 25 – 39 and is well mapped by ma ke ing esea ch.
Gene a ion Y in he age ange 5 – 24 does no appea in he
esea ch esul s. The esea ch hus ocused on he
millennium gene a ion. The millennium’s buying habi s
ha e been in luenced by he In e ne , and his gene a ion has
expe ienced he g adual launch o Facebook. The exchange
o Facebook opinions on heal hy li es yle, including he
consump ion o be e ages, has become an in eg al pa o
i ual discussions. Unlike gene a ion X (bo n 1966 –
1979), hey came in o he wo ld in a su plus economy.
Molinillo, Vidal-B anco and Japu a (2020) explo ed
he a i ude o millenniums o he pu chase o bio ood in
Spain and B azil.
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 370 2021
Al hough hese a e cul u ally di e en egions, hey
conclude ha millenniums a e willing o pay ex a o his
kind o ood and hose esponden s in bo h coun ies show
a highe le el o heal h awa eness han p e ious
gene a ions. The au ho s Gallen i e al. (2019) no e in hei
esea ch ha while he I alian Millennium is willing o
accep a p emium p ice o high-quali y wines, hey also
ollow he ca bon oo p in and e hical a ibu es o wine
p oduc ion, including he e ec i e communica ion o hese
a ibu es. A eam o I alian esea che s Gala i e al. (2019)
concluded simila ly ha he “na u al” wine ha has ecen ly
appea ed on he ma ke sa is ies he needs o heal hy and
en i onmen ally iendly consume s. Millenniums pay
mo e o en o he “na u al” wine. Wol e al. (2019) also
concluded ha di e en gene a ions ha e di e en
p e e ences o wine and wine pu chasing habi s. People o
he Baby Boome s gene a ion (1946 – 1965) spend a lo o
money on wine, a e wine en husias s, and ge in o ma ion
om specialized wine magazines. The expe imen esul s o
Zúñiga and To es (2019) p o ide u he e idence o
suppo he in e -gene a ional heo y, which s a es ha each
gene a ion coho has di e en e hical ideologies, in his
case in esponse o alcohol ad e ising.
I deals wi h he names o c a bee p oduced by Ame ican
mic ob ewe ies. Nuessel (2018) obse es he ollowing
poin s: (1) bee his o y, (2) inc ease in he numbe o
mic ob ewe ies in he US, (3) de ini ion o mic ob ewe y,
(4) discussion o bee and c a bee in cul u e ( ilm,
ele ision, bee collec ing) and (5) selec ing a lis o b ands
o c a bee . A possible o e p oduc ion o bee om
mic ob ewe ies in I aly is being conside ed by he au ho s
Fas igi, Viganò and Espos i (2018). In hei esea ch, hey
ound ha local supply chains ( om ba ley cul i a ion o
mal ing) we e c ea ed and new ypes o mic ob ewe ies
we e c ea ed – an ag icul u al mic ob ewe y. Resea ch on
he in eg a ion o mic ob ewe ies and clus e coope a ion in
Po o Aleg o, Po ugal (Mon icelli e al., 2018) con i med
hei in eg a ion in o he s a egic dynamics o he clus e .
Figu e 1 Bee spa Če ný O el K oměříž (Ce ny-o el.eu, 2021).
Figu e 2 Di ision o indi idual gene a ions (Veiso á, 2017).
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 371 2021
They conside coope a ion o be a p ocess ha in ol es
close s a egies o pa allel coope a ion in a ious a eas,
such as sha ing esou ces, in o ma ion, especially in he
dis ibu ion and sales phases. The esea ch has shown
syne gies be ween iden i ied mechanisms and common
objec i es, demons a ing he dynamics o hese small
businesses. Resea ch o he au ho s Co ese e al. (2017)
analyzed he c a bee indus y and he posi ion o
mic ob ewe ies in a speci ic a ea o Piedmon ese in he
p o ince o Biella (I aly). Resea ch has p o ided
in o ma ion on he impo ance o good aw ma e ials,
main aining a high s anda d o quali y, and c ea ing mo e
alue, e en o he e i o y i sel . The da a also en iches he
cu en li e a u e on he p oduc ion and posi ion o
mic ob ewe ies in he eme ging bee coun y. The au ho s
Hol kamp e al. (2016) in es iga ed he use o neo-localism
in he ma ke ing o mic ob ewe ies in he USA and hey
es ed i s e ec i eness. Th ee p ima y indica o s o neo-
local business p ac ice ha e been iden i ied in he
de elopmen o his ool: (1) he use o local names and
images in labeling and ma ke ing; (2) en i onmen al
sus ainabili y; and (3) social and communi y engagemen .
These indica o s a e impo an o bo h consume s and
businesses o c ea e a sense o place and engage in hei
communi y. Maie (2016) s i ed o ind ou he easons o
an inc ease in he numbe o mic ob ewe ies in he Czech
Republic. The analysis compa es a ious b ewing
indica o s in selec ed his o ical coun ies wi h adi ional
alcohol consump ion. Resea ch ques ions a e ocused on
ela ions be ween he numbe o mic ob ewe ies and
demog aphic aspec s, aspec s o ma ke concen a ion, and
some o he indica o s o he bee ma ke . Simula ions we e
also ca ied ou - unde wha condi ions he e will be 400,
500 and 1,000 mic ob ewe ies in he Czech Republic. A
s a is ically signi ican dependence on he numbe o
mic ob ewe ies is he concen a ion on he bee ma ke
(Gini index), a pe cen age o he o al popula ion o he age
g oup 25 – 39, and he sha e o domes ic bee consump ion
in cans. Since he beginning o he economic c isis, he
numbe o Czech mic ob ewe ies has been g owing
exponen ially and he esul s sugges ha he
mic ob ewe ies' boom will con inue. This au ho also deals
wi h he p oblem o he numbe o mic ob ewe ies in he
Czech Republic in u he esea ch (Maie , 2013). Two
esea ch eams o Ellis and Boswo h (Ellis and Boswo h,
2015) and Danson and colleagues (Danson e al., 2015)
we e de eloping mic ob ewe ies in he UK. Resea che s
ha e concluded ha he economic bene i s o
mic ob ewe ies a e in mul iple a eas, besides bee
p oduc ion, hese c ea ing new jobs, upg ading he lis ed
buildings, and de eloping u al ou ism.
Scien i ic Hypo hesis
H0: Uni e si y s uden s a e expec ed o de ia e om
bee consump ion, so bee is consumed by a maximum o
75% o uni e si y s uden s.
Ha: Uni e si y s uden s a e expec ed o mo e away
om bee consump ion, so mo e han 75% o uni e si y
s uden s consume bee .
The 75% limi was chosen based on ea lie s udies,
pa icula ly in he esea ch used by Ri a oli, Kozák and
Spadoni (2019). Wha mo i a es Czech and in e na ional
“millennial-aged” uni e si y s uden s o consume c a
bee s? Do mic ob ewe ies ha e websi es?
Figu e 3 Bee om mic ob ewe ies (Mis op odeje.cz, 2021).
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 372 2021
MATERIAL AND METHODOLOGY
The esea ch aims o deepen scien i ic knowledge in he
ield o bee consume p e e ences among uni e si y
s uden s. Mo e ex ensi e and comp ehensi e esea ch in
his a ea has no been ca ied ou in he Czech Republic ye .
The esea ch was ca ied ou a a ime when he e was a
s eep inc ease in he numbe o mic ob ewe ies in he Czech
Republic, which is cu en ly app oaching he limi o 550
(Decembe 2019). The esul s will help o c ea e a quali ied
es ima e o whe he he e is s ill space o o he
mic ob ewe ies on he Czech bee ma ke . The p ospec i e
age limi o 18 – 26, which includes uni e si y s uden s, is
e y impo an o u he es ima ion o bee consump ion.
The a i ude o Czech uni e si y s uden s o bee wi h a
ocus on bee consump ion om mic ob ewe ies was
examined by a meusinges ionnai e su ey. 1,103
esponden s, Czech uni e si y s uden s who we e bee
consume s, ook pa in i . The da a we e s a is ically
p ocessed i s by desc ip i e s a is ics and hen he da a
we e e alua ed using he con idence in e al.
The da a we e collec ed om Sep embe o No embe
2019. In he ques ionnai e su ey, 13 ques ions examined
he eelings o uni e si y s uden s abou bee . The su ey
e ealed ha 99 esponden s ou o he o al numbe o
uni e si y s uden s said hey we e no uni e si y s uden s
and hen comple ed he ques ionnai e. All 1,004
esponden s hen answe ed he emaining 12 ques ions.
Excep o he i s ques ion, he emaining 12 ques ions
we e sco ed om 1 – comple ely ag ee o 5 – comple ely
disag ee.
Table 1 Ques ions and answe s (own p ocessing).
Yes
No
1
A e you a uni e si y s uden (20
– 32 yea s old) and do you
consume bee ?
1,004
99
-
-
-
1
2
3
4
5
2
I almos exclusi ely consume
bee p oduced in indus ial
b ewe ies
81
443
314
123
43
3
I almos exclusi ely consume
bee p oduced in
mic ob ewe ies
27
156
360
387
74
4
I consume app oxima ely he
same amoun o bee om
indus ial b ewe ies as well as
mic ob ewe ies
131
298
135
316
124
5
F om he o e o
mic ob ewe ies, I mainly sea ch
o classic bee s (lage s and
d a bee s o he Pilsen ype)
150
348
200
242
64
6
F om he o e o
mic ob ewe ies, I mainly sea ch
o specials (s onge bee s,
bee s wi h IPA, APA la o )
165
304
150
271
114
7
I p e e o consume bee om
mic ob ewe ies in hei ba s
( es au an )
188
354
247
168
47
8
I p e e o consume bee om
mic ob ewe ies in he home
en i onmen
77
226
301
296
104
9
I p e e bee om one
mic ob ewe y
14
58
123
375
434
10
I as e bee om a la ge
numbe o mic ob ewe ies
206
394
166
169
69
11
I go a ound mic ob ewe ies and
ge o know new kinds o bee
38
95
135
315
421
12
As o he de elopmen o bee
ou ism, mic ob ewe ies mus
p o ide ca e ing and
accommoda ion acili ies
123
373
246
182
80
13
I conside bee ou ism as a
p omising pa o ou ism ha
will compe e success ully wi h
wine ou ism
230
427
181
124
42
No e: 1 – comple ely ag ee; 2 – a he ag ee; 3 – nei he ag ee no disag ee; 4 – a he disag ee; 5 – comple ely disag ee.
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 373 2021
The ques ionnai e su ey da a we e i s p ocessed using
desc ip i e s a is ics, whe e da a we e examined in e ms o
a e age, s anda d de ia ion, a iance, median, and mode.
To ejec he null hypo hesis o no , he non- ejec
con idence in e al was used.
S a is ical Analysis
Ano he me hod we used o ejec o no ejec he
hypo hesis H₀ is he con idence in e al. Since he
con idence in e al is no a he le el o 0.75, we ejec he
null hypo hesis which claims ha uni e si y s uden s can be
expec ed o mo e away om bee consump ion. So, bee is
consumed by a maximum o 75% o uni e si y s uden s and
we accep an al e na i e hypo hesis ha mo e han 75% o
uni e si y s uden s a e expec ed o de ia e om bee
consump ion. Fo s a is ical analyses was used s a is ical
p og am SPSS.
RESULTS AND DISCUSSION
The ques ionnai e su ey was ca ied ou among 1,103
uni e si y s uden s; his su ey ook place in he pe iod o
Sep embe – Oc obe 2019.
In he ques ionnai e su ey, i was ound ou ha 1,004
esponden s a e uni e si y s uden s, i.e. he gene a ion o 18
– 20 yea s old who consume bee . Only 99 esponden s ou
o a o al o 1,103 esponden s con i med ha hey we e no
uni e si y s uden s o did no d ink bee .
I he esponden eplied ha he/she belongs o he
ca ego y o a uni e si y s uden and a bee consume , i was
possible o con inue wi h he ques ionnai e answe ing
u he wel e ques ions ha had a scale om 1 –
comple ely ag ee o 5 – comple ely disag ee.
The second ques ion om he ques ionnai e su ey
dealing wi h d inking bee om indus ial b ewe ies was
answe ed by 81 esponden s “ ully ag ee”. The highes
numbe o esponses we e “ a he ag ee” and “nei he ag ee
no disag ee”. The esponden s hus d ink mo e bee om
indus ial b ewe ies o do no ake a s and on his issue.
43 esponden s disag ee wi h his ques ion.
The esponden s we e asked whe he hey consumed bee
exclusi ely om mic ob ewe ies. Only 27 esponden s said
ha hey only consume bee om mic ob ewe ies. Mos
esponden s eplied ha hey do no consume bee
exclusi ely om mic ob ewe ies and 74 o hose su eyed
eplied ha hey do no consume bee exclusi ely om
mic ob ewe ies.
Ano he ques ion was o ind ou whe he s uden s
consume as much bee om indus ial b ewe ies as om
mic ob ewe ies. The mos common answe was “ a he
ag ee”, bu in e ms o da a, i is in e es ing ha he second
mos common answe was “ a he disag ee”. The e is a
di e ence o only 16 esponden s.
As o ano he ques ion, he esponden s mos o en
eplied “ag ee” ega ding sea ching o mic ob ewe ies
o e ing bee o he Pilsne ype – 348 esponden s.
Conce ning he ques ion o whe he hey d ink mainly
specials such as IPA, mos esponden s answe ed “ag ee” –
304 esponden s.
In he su ey, he esponden s we e asked whe he hey
d ink bee om one mic ob ewe y mainly. The as
majo i y o esponden s eplied “ a he disag ee” o
“comple ely disag ee”. I is clea he e o e ha he
esponden s do no p e e one mic ob ewe y only. The as
majo i y o esponden s also do no a el o mic ob ewe ies
and do no as e new ypes o bee .
When i comes o he ques ion o whe he i is impo an
o he de elopmen o bee ou ism ha mic ob ewe ies
p o ide bo h ca e ing and accommoda ion acili ies, mos
esponden s end o answe “ag ee”. Due o ca e ing and
accommoda ion acili ies, mic ob ewe ies can lu e o he
cus ome s, o example, o ha e some hing o ea wi h bee ,
and he esponden s end o ag ee ha bee ou ism is a
p omising pa o ou ism ha will compe e success ully
wi h wine ou ism.
The da a we e u he in es iga ed by desc ip i e s a is ics
in e ms o a e age, modus, median, maximum, minimum,
s anda d de ia ion, and a iance. N is he numbe o
esponden s. Fo ques ions 2 – 13, he e a e 1,004
esponden s.
Fo ques ion 1, he numbe n o esponden s is 1,103,
including hose who answe ed he i s ques ion ha hey do
no d ink bee and no longe con inue wi h he
ques ionnai e.
I can be no ed ha he la ges a e age is ela ed o
ques ion numbe 9 – 4.1552. The highes numbe o answe s
we e “ a he disag ee” and “comple ely disag ee”, which
we e on a scale o 4 and 5, i.e. he esponden s do no p e e
bee om mic ob ewe ies. The lowes a e age, excep o
ques ions 1 and 13, when he mos equen answe s we e
“ ully ag ee” and “ a he ag ee”, i.e. 1 and 2, he e he
Table 2 Desc ip i e s a is ics o ques ions (own p ocessing).
n
a e age
modus
max
min
median
Sd
Ques ion 1
1,103
1.089755213
1
2
1
1
Ques ion 2
1,004
2.605577689
2
5
1
2
Ques ion 3
1,004
3.323705179
4
5
1
3
Ques ion 4
1,004
3.003984064
4
5
1
3
Ques ion 5
1,004
2.72310757
2
5
1
3
Ques ion 6
1,004
2.865537849
2
5
1
3
Ques ion 7
1,004
2.531872510
2
5
1
2
Ques ion 8
1,004
3.123505976
3
5
1
3
Ques ion 9
1,004
4.152390438
5
5
1
4
Ques ion 10
1,004
2.502988048
2
5
1
2
Ques ion 11
1,004
3.982071713
5
5
1
4
Ques ion 12
1,004
2.724103586
2
5
1
3
Ques ion 13
1,004
2.323705179
2
5
1
2

Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 374 2021
esponden s ag ee wi h he s a emen ha hey conside bee
ou ism o be a p omising pa o ou ism ha will compe e
success ully wi h wine ou ism. He e he a e age is 2.323.
The maxima and minima o all ques ions a e he ex eme
alues o he scale1- “ o ally ag ee” o he scale 5 – “ o ally
disag ee”. The highes s anda d de ia ion ega ds ques ion
numbe 6, whe e he s anda d de ia ion alue is 1.2. This
sugges s ha he e we e la ge di e ences in hese da a. The
lowes alue o he s anda d de ia ion conce ns ques ion
numbe 3, whe e, on he con a y, he da a we e he leas
di e en om each o he . The highes a iance numbe as
o he da a su eyed is o ques ion numbe 6 and he
lowes alue o ques ion numbe 3, excep o ques ion 1.
The con idence in e al was chosen o ejec o no o ejec
he null hypo hesis.
H0: π = 0.75 HA: π ≠ 0.75 π = 1004/1103 = 0.91
α = 0.05
p ± Z1 - ∝/2 . √((p (1-p))/p) 0.91 ± 1.96 . 0.0086
Con idence in e al: <0.894; 0.9268>
Since he con idence in e al is no a he le el o 0.75, we
ejec he null hypo hesis which claims ha uni e si y
s uden s can be expec ed o mo e away om bee
consump ion. So, bee is consumed by a maximum o 75%
o uni e si y s uden s and we accep an al e na i e
hypo hesis ha mo e han 75% o uni e si y s uden s a e
expec ed o de ia e om bee consump ion.
This esea ch ocused on bee consume s and in es iga ed
he a i ude o Czech uni e si y s uden s owa d bee om
mic ob ewe ies. The e ha e been 43 indus ial b ewe ies o
se e al decades, he numbe o ac i e mic ob ewe ies was
es ima ed a 550 a he end o 2019, and he new ones a e
s ill eme ging. Based on his esea ch, he au ho s made a
quali ied es ima e ha he numbe o mic ob ewe ies will
ind hei place on he Czech bee ma ke . Acco ding o
in o ma ion om he daily p ess, only 3 mic ob ewe ies
we e closed in 2019 due o p ope y con lic s be ween
sha eholde s.
The esul s o he su ey in ques ion 9 e u ed Michael
Sho 's asse ion (2004 – 2009: CEO o Plzeňský P azd oj)
ha Czechs d ink he same b and o bee om bi h o dea h.
This is no he case o uni e si y s uden s; only 7% o hem
adhe e o his p inciple. Ano he conclusion is ha
esponden s p e e bee om indus ial b ewe ies. This ac
can be in luenced by he aspec ha 98% o bee in he
Czech Republic is p oduced by indus ial b ewe ies and is,
he e o e, mo e accessible. Ne e heless, he ques ion o
whe he he s uden s consume he same amoun o bee
om indus ial b ewe ies as om mic ob ewe ies was mos
answe ed " a he ag ee", and hen " a he disag ee". A
simila disc epancy was in he answe s whe he s uden s
d inking bee om mic ob ewe ies p e e classic o bee
specials. The numbe o esponses was sligh ly highe o
classic bee s. Mos esponden s do no ha e hei p e e ed
mic ob ewe y. The e is a consensus on he las wo
ques ions, namely ha o he de elopmen o bee ou ism,
i is app op ia e ha mic ob ewe ies o e ca e ing,
accommoda ion and o he se ices, and ha bee ou ism
will compe e success ully wi h wine ou ism.
I ga e simila conclusions (Jaege e al., 2021), which
iden i ied he exis ence o wo p e e en ial segmen s. One
segmen (lo e s o a isanal s yle) a o ed cha ac e is ic
complex and bold new la o s o many c a bee s, while
he second segmen (lo e s o adi ional s yle) p e e
milde and less complex la o s associa ed wi h adi ional
bee . A su ey o 323 bee d inke s was pe o med in I aly
(Le o e al., 2020). The s udy indings show ha I alian
c a smen a e young, educa ed, and employed. D ink c a
bee mo e han once a mon h, especially in he pub wi h
iends and colleagues. C a bee is pe cei ed highe
quali y and di e en la o s, while in compa ison wi h
comme cial bee is he esul o as ie , mo e au hen ic, and
na u al. In e ms o bee a ibu es, I alians p e e o as e,
e men a ion p ocess, and colo , while ade, b and, and
p ice a e he leas impo an . Simila conclusions ha e been
eached (Jaege e al., 2020; Ga a aglia, 2020; Ca bone
and Quici, 2020), which ound ha a isanal bee is a
p oduc ca ego y ha is cons an ly expanding, and a isanal
bee d inke s gene ally di e om adi ional (o egula )
d inke s in e ms o hei p e e ences o inno a i e bee s
wi h new and complex as e p o iles and g ea e
in ol emen in he bee beha io and ac i i ies ocused on
he p oduc . This s udy examines he exis ence o segmen s-
con olled la o h oughou he segmen c a bee whe e a
decla ed c a bee d inke show cha ac e is ic p e e ence
o c a bee ( hicke and mo e complex la o s), while
o he s p e e less complex and mo e adi ional la o s.
On he con a y, (Pachu a, 2020) emphasized he
impo ance o business models in e alia o y
mic ob ewe ies. Mic ob ewe ies as a esea ch ocus can be
conside ed unique, no only in e ms o g ow h ends and
social causes bu also because o he e y s ong links o he
local con ex space. The in e disciplina y esea ch
me hodology included a li e a u e su ey, a quan i a i e
desc ip ion o he sec o , and ul ima ely an empi ical su ey
o local b ewe ies and local communi ies' c a bee
consume s. The esul o he esea ch is he de elopmen o
he o iginal design model o a pa icula business model o
mic ob ewe ies.
This model ocuses on he impo ance o he local a ea in
he con ex o he alues o e ed by small b ewe ies, and he
ole o local ne wo ks. A comple ely di e en iew o he
wo ld o mic ob ewe ies b ings esea ch (Woj y a e al.,
2020), which deal wi h clus e ing b ewe ies in he Czech
Republic, Poland, and he Slo ak Republic. Thei indings
sugges ha he b ewe s in cen al Eu ope clump easons
ela ed o income and o al well-being, educa ion le el,
economic ac i i y and c ea i i y age popula ion, and
dis ance om ci ies. The au ho s o his s udy con i m he
indings o he esea ch (Milbu n and Gue in-Ma ín,
2020), which deal wi h he nega i e impac o inc easing
he numbe o mic ob ewe ies. Howe e , his g ow h is
p omising o he indus y and bee lo e s, cases o
en i onmen al deg ada ion a he hands o b ewe ies
emained. This a icle d aws on in e iews wi h Ame ican
c a smen who s udy he p oblem o en i onmen al damage
in he b ewing indus y. The au ho s ocus on he
consump ion o d inking wa e and sewage disposal,
pa icula ly in he b ewing acili ies, bu also ac oss he
supply chain o bee . The ole o consume awa eness o he
en i onmen al impac has been deemed a mechanism o
deal wi h en i onmen al damage in he bee indus y.
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 375 2021
To a ac mo e clien s, i seems app op ia e o o e a
iche asso men han jus bee . As s a ed in he esea ch,
especially b ewe ies ou side he ou is cen e s should use
neo-localism in business p ac ice - he use o local names
and symbols, in compliance wi h he p inciples o
en i onmen al sus ainabili y and social and communi y
engagemen .
These conclusions a e also accep ed (Beckman e al.,
2020), who in es iga ed whe he pe sis en engagemen
heo y plays a ole in p edic ing he expe ience o isi o s
o he es i al o c a bee and ood o he es i al s age.
Th oughou he wo ld a g owing numbe o c a b ewe ies
p oducing mo e unique s yles o bee , as g owing demand
o c a bee . Consume s c a bee a end many o hese
b ewe ies and a ac he c a bee es i als, whe e hey can
as e se e al local, egional, na ional, and in e na ional c a
bee s. The esul s e ealed ha he con inued in ol emen
is impo an in p edic ing all ou ac o s es i al landscape
(quali y o he ood/be e age, con enience, pe sonnel,
equipmen , and Fes i al). P ac ical implica ions: C a Bee
Fes i al o ganize s should appeal o he clubs, b ewe ies,
and c a bee publica ions o a ac hose who a e
commi ed o hei ac ion o he indus y o C a bee .
People wi h a pe manen and las ing commi men o
c a smanship bee a e mo e likely posi i e expe iences
wi h he es i al s age a he e en . Finally, he o ganize s
should ocus on de ices es i al o ac o s, es i al s a , and
quali y o ood and d ink o in luence sa is ac ion a he
e en . Mee ings o a isanal bee ans a ood and d ink
es i als a e also men ioned (Ikäheimo, 2020; Dense,
2020). I alian esea che s (Beckman e al., 2020) e en say
ha in he las decade he e has been a lou ishing
ag icul u al coope a i es and social sec o s exponen ial
g ow h o c a bee in I aly. They began o eme ge social
mic ob ewe ies (social coope a i es, which ope a e in he
c a bee ). This esea ch sugges s ha he c a bee
indus y p o ides signi ican oppo uni ies o social
inno a ion in social coope a i es wi h a special ocus on he
labo in eg a ion o ulne able people. Also, his documen
highligh s he di e en pa hs o scaling social
mic ob ewe ies, including a ocus on o ganiza ional g ow h
(inc easing he size o he company), scaling (in luencing a
la ge numbe ), and scaling he dep h (in luencing cul u al
oo s). Di e en app oaches o scaling combine common
s a egies: building ne wo ks and pa ne ships. This seems
like a undamen al measu e o inc ease he impac o he
social mic ob ewe y. The economic bene i s o
mic ob ewe ies a e in se e al a eas – hey in eg a e in o
ou is des ina ions, use local ing edien s o b ewing and
ood, c ea e new jobs, enhance abandoned b ewe ies, and
con ibu e o he de elopmen o u al a eas. The au ho s
in end o epea a simila su ey egula ly in he coming
yea s. The subjec o he su ey will no only be he ela ion
o uni e si y s uden s o bee om mic ob ewe ies, bu also
he de elopmen o mic ob ewe ies and he ocus o hei
se ices.
Comple ely o iginal esea ch in o he in luence o music
and e ique e on bee selec ion ook place in B azil (de
Paula e al., 2020). Acco ding o non-senso y
cha ac e is ics, indus ial bee showed a be e a ing. The
use o a song om he ield o pop- ock oge he wi h he
label posi i ely in luenced he accep ance and in en ion o
buy c a bee . This s udy shows he R&D indus y o c a
and indus ial b ewe ies ha hey can use he in luence o
hese non-senso y cha ac e is ics in he p epa a ion o new
b ands and use he in luence o songs on consume
accep ance o o e highe alue-added p oduc s o he s o e.
(O'B ien, 2020) examines he use o names (b ewe y and
bee ) in b ewing and he associa ion o names (signs and
symbols) embedded in hei g aphic iden i y. This esea ch,
based on isual con en analysis, aims o be e unde s and
he ubiqui y o local geog aphy in Su ey c a bee b ands.
The au ho s (Ma hew e al., 2021) elied on he li e a u e
o sugges ha younge Chinese consume s suppo he
g ow h o a isanal bee . A gene a ional app oach o
a isanal bee was es ed du ing he esea ch. The answe s
o he open-ended ques ions e ealed a lack o p e ious
expe ience, awa eness, and knowledge, which sugges s ha
ade s we e unable o dis inguish Chinese a isanal bee
om o he bee p oduc s. Al hough in e es in Chinese
a isanal bee is g owing, he Chinese a isanal bee indus y
is s ill asleep and is a an ea ly s age o de elopmen , hence
he i le o he chap e . The Sleeping D agon needs o be
awakened, wi h me chan s using an in eg a ed ma ke ing
communica ion s a egy o help he Chinese c a bee
indus y ealize i s po en ial and mo e o wa d in he c a
bee e olu ion.
Simila conclusions, which con i m he esul s o ou
esea ch, we e eached (Belma ino and Lise as, 2020;
Sch oede , 2020; Apa dian and Reid, 2020; Mello and
da Sil a, 2020; Woj y a, 2020; Woj y a, G udzien and
Licho a, 2020; Poelman and Os yn, 2020). They s a e ha
neolocalism is highly alued in he indus y by bo h
p oduce s and consume s. They iden i y wo g oups o c a
bee consume s: beginne s and c a bee lo e s. Among he
a ibu es ha consume s alue mos a e quali y, as e, and
bi e ness. The au ho s (Jaege e al., 2020) ocused hei
esea ch on he de elopmen o as e p e e ences. They
concluded ha he e was a shi in he decla ed p e e ences
o he a isanal d inke om he ligh e la o s o adi ional
bee s o which hey we e accus omed, o newe and mo e
obus la o s o a isanal bee s. This shi in as e
p e e ences is p elimina ily a ibu ed o he same exposu e
e ec s ha a e esponsible o he de elopmen o as e
p e e ences in o he oods and be e ages. The p e e ences
o c a bee consume s in each EU coun y a e add essed
(Cab as, 2020). They examined he gende na u e o c a
bee (CB) consump ion in I aly and Ge many (Ri a oli e
al., 2020). The esul s o he s udy p o ide e idence ha he
di e ence in he consump ion beha io o c a bee is no
e y signi ican .
In e es ing inspi a ion o u he esea ch is he conclusions
(Mello e al., 2020). The au ho s poin ou ha bee
con ains se e al po en ially bene icial bioac i e subs ances,
bu he bene i s a e limi ed by he nega i e consequences o
i s alcohol con en . The e is he po en ial o inc ease he
bioac i e p ope ies o bee while educing he alcohol
con en h ough new b ewing app oaches, which a e o en
used in a isanal b ewing, in e ms o ing edien s, b ewing
me hods, and ype o e men a ion. Ano he opic o
esea ch is o deal wi h he ela ionship o consume s o
special ypes o bee p oduced wi h he addi ion o ui in
he p oduc ion p ocess. They a e becoming pa icula ly
popula in he ield o a isanal b ewe ies (Fana i e al.,
2020).
Po a ina s o Slo ak Jou nal o Food Sciences
Volume 15 376 2021
CONCLUSION
The ques ionnai e su ey was ocused on he ela ion o
uni e si y s uden s o gene a ion Z in he Czech Republic o
bee om mic ob ewe ies. The su ey in ol ed 1,103
esponden s om among Czech uni e si y s uden s. 1,004
esponden s complied wi h he su ey condi ions ( hey had
o belong o uni e si y s uden s and consume bee ).
Al hough 98% o bee consumed in he Czech Republic is
om indus ial b ewe ies, i has u ned ou ha he
p opo ion o s uden s who consume bee om indus ial
b ewe ies and mic ob ewe ies is almos he same. S uden s
mos p e e ed he bee o he classic Pilsen ype, which
does no ci cula e so much in bee ou ism ye . Responden s
in he esea ch ag eed ha bee ou ism will success ully
compe e wi h wine ou ism. The economic bene i s o
mic ob ewe ies a e in many a eas and also con ibu e o he
de elopmen o local a eas and egions. The au ho s will
u he in ensi ely examine he opic o he ela ionship
be ween bee and a speci ic gene a ion.
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Con ac Add ess:
V a isla Kozák, Tomas Ba a Uni e si y in Zlín, Facul y
o Managemen and Economics, Mos ni 5139, 760 01 Zlin,
Czech Republic,
E-mail: [email p o ec ed]
ORCID: h ps://o cid.o g/0000-0003-0284-5966
*Vendula Lapčíko á, Tomas Ba a Uni e si y in Zlín,
Facul y o Managemen and Economics, Mos ni 5139, 760
01 Zlin, Czech Republic,
E-mail: [email p o ec ed]
ORCID: h ps://o cid.o g/0000-0003-4700-4773
Co esponding au ho : *