Motivation of Participation in Beer and Brewery Festivals in the Czech Republic

Abstract

Beer and brewery events are a commercial, marketing and social phenomenon. Besides the consumption of beer, they also offer an interesting cultural and gastronomic component and present an opportunity to meet family and friends. The questionnaire survey of motivation of participation in beer and brewery festival confi rmed a number of interesting trends. Consumption of beer and especially unknown beer is a motivating factor no. 1. Thus, beer events can have an interesting role as a remarkable marketing tool for breweries, which can check what visitors want to drink. And not only beer but also other drinks produced by the breweries with a major role in the area of market research. We have already mentioned many times that a visit to a brewery is attractive, too. It indisputably works and can be beneficial as something that helps build loyalty to the beer brand and the brewery.