Vnímání minipivovarů mladými spotřebiteli a jeho implikace pro jejich strategické řízení

This master's thesis examines the relationship between young male consumers (aged 18–24) and microbreweries, focusing on the factors that shape their preferences, attitudes, and motivations. The aim of the thesis is to identify how microbreweries should adapt their strategies to the changing preferences of young consumers and, based on the findings, formulate practical recommendations for their future development. The research employs a qualitative approach based on semi-structured interviews, with the collected data analysed using reflexive thematic analysis. The findings indicate that young consumers no longer perceive microbreweries primarily as places for beer consumption, but rather as spaces for social interaction, leisure activities, and memorable experiences. Their decision-making is strongly influenced by the atmosphere of the venue, the authenticity of the environment, opportunities to discover new products, and accompanying events, while price itself is not a decisive factor provided that it reflects the overall value of the experience. The conclusions offer practical recommendations for the strategic management of microbreweries and contribute to a deeper understanding of the preferences of the younger generation in the context of the contemporary development of Czech beer culture.