NÁSTROJE MARKETINGOVÉ KOMUNIKACE PODPORUJÍCÍ KONKURENCESCHOPNOST ČESKÝCH MINIPIVOVARŮ.

The Czech Republic is in the first place in the consumption of beer in the world, in 2022 this consumption was 140 l / person, beer culture and tradition is very deeply rooted here. Since 2010, there has been a significant increase in the number of mini-breweries in the Czech Republic and an expansion of domestic beer brewing. Production of mini-breweries represents for about two and a half percent of the total production of the Czech Republic. As the number of microbreweries grows, so does the competitive pressure in this segment. What marketing communication tools used at the point of sale are most important for owners of mini-breweries in connection with competitiveness is the area covered in this paper. The research took place in 2022, the data were obtained by the method of a questionnaire survey, using electronic questioning within the entire research sample, 504 mini-breweries as of 31 December 2021. The return of the questionnaire was 56%, surveyed sample consists of 282 mini-breweries. According to the research results, the most important tools of marketing communication in connection with the competitiveness of mini-breweries are glasses, labels, a signboard and excursions. On the contrary, sales, tablecloths and paid tastings are the least important for owners of mini-breweries in connection with their competitiveness. [ABSTRACT FROM AUTHOR]