Pivo jako součást regionální identity na příkladu okresu Uherské Hradiště
| Title in English | Beer as part of regional identity in the Uherské Hradiště district |
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| Authors | |
| Year of publication | 2024 |
| Type | Appeared in Conference without Proceedings |
| MU Faculty or unit | |
| Citation | |
| Description | Moravian region Slovácko, largely incorporated into the Uherské Hradiště district, is a region strongly imbued with folk culture and local patriotism, which is also reflected in beer culture. Since the 19th century, three industrial breweries have operated in this part of Moravia and their products have been sold in certain parts of the region (highlighted by 'regionalisation' in the second half of the 20th century). Each of them worked with its customers in a certain way, and here we can see a strong emphasis on regional symbols in marketing. The aim of this paper is to evaluate the role of breweries in the creation of local identity and the role of beer brands in the everyday life of their consumers. It is also to trace people's reactions to the changes in beer culture after 2000 and the fact that all the local industrial breweries have closed and been replaced by small craft breweries, whose work with customers in some cases tries to continue the tradition of the closed breweries, while in others it aims in a completely different direction. |
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