THE BEER MARKET IN THE CZECH REPUBLIC

The beer consumption in the Czech Republic fluctuates, but for the Czech consumer the beer is an invariant value. The situation in the beer market in the Czech Republic is influenced not only by the struggle of supply and demand, but also by the market structure of the industry. The move of the beer consumption from restaurants to homes makes the market shares of breweries are significantly affected by brands, product innovations and advertising. In the current beer market in the Czech Republic there dominate features, which allow it to be classified, from the demand point of view, as a monopolistic competition.