Tržní potenciál inovativních alkoholických želatinových panáků v RTD segmentu v ČR

This thesis focuses on the market potential of PopShotz alcoholic gelatin shots in the ready-to-drink beverage segment on the Czech market. The aim of the thesis is to assess the suitability of launching the PopShotz product on the market, define promising customer segments, and propose recommendations for an entry strategy in terms of distribution channels and pricing. To achieve this aim, a qualitative study was conducted based on four semi-structured interviews with experts in the fields of commerce, brand management and bar operations, and on participant observation of a pilot launch of the PopShotz product in a bar. The data obtained were analysed using thematic analysis. The results show that the most promising environment for the launch consists of on-trade venues such as bars and clubs with a high share of young adult guests, where the product is perceived as a visually attractive group complement to existing alcohol consumption. The key factors of acceptance are the shared group experience, simplicity of service, and perceived product quality associated with clear communication of alcohol content. The thesis summarises practical recommendations for the choice of distribution channels, pricing and merchandising of PopShotz and highlights the main factors that may either support or hinder the successful launch of the product on the Czech market.