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Lecturer(s)
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Smetana Pavel, doc. Ing. Ph.D.
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Course content
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Graduates will gain theoretical knowledge in the field of brewing. Within the teaching of the subject, they will gain knowledge of the functioning and laws of brewing operation. The main focus is on a critical evaluation of the development of the beer market. The knowledge relates to the latest knowledge in the given thematic areas using the most up-to-date available data. Topics of lectures: 1. Introduction, history of brewing, balance tables, the position of brewing in the food industry. 2. Production process, economics of production. 3. Legal aspects of brewing, excise duty. 4. Specifics of the market, seasonality, professional and consumer organizations. 5. Concentration of world and Czech market. 6. Current situation on the Czech market, protected geographical indications. 7-8. Mini-breweries and their economy, barriers to entry into the industry. 9. Malting and hop growing. 10. Market of the main brewing areas of the world, USA, Germany, Great Britain, Belgium, Russia, China, India, South America. 11. Foreign trade, licensed production, logistics. 12-13. Marketing, advertising and promotion in the brewing industry
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing)
- Preparation for classes
- 50 hours per semester
- Class attendance
- 43 hours per semester
- Semestral paper
- 64 hours per semester
- Field trip
- 10 hours per semester
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Learning outcomes
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The aim of the course Economics of the brewing industry is to acquaint students with the issues of the beer market and all its specifics. Emphasis is placed on market concentration, costing, consumer behavior, tax aspects in this area and analysis of the current boom in mini-breweries.
Students understand the basic principles of economics of the brewing industry and are familiar with them.
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Prerequisites
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Prerequisites as for other university subjects, no specific prerequisites are required.
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Assessment methods and criteria
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Oral examination
Credit requirements: Active participation in seminars (max. 2 absences), seminar work in the min. 15 pages (in pair of students) and presentation (presentation itself 10 minutes + 10 minutes of discussion). Requirements for the test: written test from the theory (multiple choice).
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Recommended literature
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Maier Tomáš. Minipivovary a řemeslné pivovary. Praha, 2019. ISBN 978-80-88270-10-2.
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