The attitude of Czech university students to beer consumption from microbreweries

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. REFERENCES Apa dian, R. E., Reid, N. 2020. Going ou o a pin : Explo ing he ela ionship be ween c a b ewe y loca ions and neighbo hood walkabili y. Pape s in Applied Geog aphy, ol. 6, no. 3, p. 240-255. h ps://doi.o g/10.1080/23754931.2019.1699151 Beckman, E., Shu, F., Pan, T. 2020. 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Jou nal o Ma ke ing Communica ions, ol. 25, no. 7, p. 702-719. h ps://doi.o g/10.1080/13527266.2017.1312490 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 : *