INSTITUTE OF HOSPITALITY MANAGEMENT IN PRAGUE Viktoriya Nasypova Wine consumption trends (in the Czech Republic) Bachelor dissertation 2014 Bachelor dissertation Wine consumption trends (in CR) Bachelor dissertation Viktoriya Nasypova Institute of the Hospitality Management in Prague 8, Ltd Department of Hospitality Management Major field of study: Hospitality Management Thesis Advisor: Ing. Jan Han, Ph.D. Date of Submission: 24.4.2014 Date of Thesis Defense: June 2014 E-mail: [email protected] Prague 2014 Oath I swear that the bachelor dissertation titled Wine consumption trends was written by me independently, and that all literature and additional material used are cited in the bibliography and that this version is exactly the same as the work submitted electronically. In accordance with §47b law no. 111/1998 coll. on higher education institutions, I agree to my dissertation being published in its complete form in the publicly accessible electronic database of the Institute of Hospitality Management in Prague. Signature …………………………………… Viktoriya Nasypova In Prague 24.4.2014 Acknowledgements Therefore I would like to thank my supervisor Ing. Jan Han, Ph.D. for his time, instructions and advice that were very helpful and essential during writing of this thesis. Abstract NASYPOVA, Viktoriya. Wine consumption trends (in CR). [Bachelor dissertation]. The Institute of the Hospitality Management. Prague 2014. 75 pages. The bachelor’s thesis is dedicated to wine consumption trends in the Czech Republic in recent years. The analysis is made based on statistical data, polls held among wine consumers in the Czech Republic, sommeliers working in restaurants, and wine producers. The research involves an interview with a wine expert from the Czech Republic, and statistical analysis of Czech consumption trends. The most preferable and popular wine types, sorts and wine origins have been compared. Key words: wine consumption, sommelier, Czech wineries, wine producers, questionnaire, consumers, viticulture, trends in consumption. Contents INTRODUCTION ..................................................................................................... 9 1 THEORETICAL PART ................................................................................... 11 1.1 MAIN WINE TYPES AND SORTS IN THE CZECH REPUBLIC ................................ 13 1.2 BASIC INFORMATION ABOUT VITICULTURE .................................................... 14 2 ANALYTICAL PART ..................................................................................... 16 2.1 WINE TERRITORIES IN THE CZECH REPUBLIC ............................................... 16 2.1.1 Wine regions of Moravia district .......................................................... 16 2.1.2 Wine region of Czechy (Bohemia) ....................................................... 18 2.2 STATISTICAL ANALYSIS OF WINE CONSUMPTION IN THE CZECH REPUBLIC ....... 22 3 QUESTIONNAIRES ....................................................................................... 24 3.1 QUESTIONNAIRE FOR WINE PRODUCERS ...................................................... 24 3.2 QUESTIONNAIRE FOR WINE CONSUMERS ...................................................... 31 3.3 QUESTIONNAIRY FOR WINE EXPERTS – SOMMELIERS IN RESTAURANTS ........... 46 3.4 INTERVIEW WITH WINE EXPERT.................................................................... 51 CONCLUSION ...................................................................................................... 53 LIST OF REFERENCES, BIBLIOGRAPHY.......................................................... 55 APPENDICES ....................................................................................................... 57 List of figures Figure 1: Wine consumption in the Czech Republic (2004-2012, l/person/year) ... 21 Figure 2: Wine consumption in the Czech Republic (2004-2012, l/person/year) ... 22 Figure 3: Share of wine (2004-2012, l) ................................................................. 23 Figure 4: Types of white wine produced in the Czech Republic ............................ 26 Figure 5: Types of red wine produced in the Czech Republic ............................... 27 Figure 6: The main distribution channels in the Czech Republic ........................... 28 Figure 7: Main competitors .................................................................................... 29 Figure 8: Impact of foreign wine trends on the wine business in the Czech Republic ................................................................................................................ 30 Figure 9: Most important changes in production and consumption of wine in the Czech Republic ..................................................................................................... 31 Figure 10: Frequency of wine consumption .......................................................... 32 Figure 11: Place of wine purchase ........................................................................ 33 Figure 12: Do you consider wine to be healthy, if one drinks it in limited portions (for example, 2 dl a day)? ..................................................................................... 34 Figure 13: Preference of wine to other alcoholic beverages ................................. 35 Figure 14: Amount of wine consumption during one event ................................... 36 Figure 15: Significant criteria of wine purchases ................................................... 37 Figure 16: Preferred types of wine ........................................................................ 38 Figure 17: Preferred sorts of wine ......................................................................... 39 Figure 18: Preferred country of origin .................................................................... 40 Figure 19: Preferred sorts of Czech wine .............................................................. 41 Figure 20: Cost of wine in retail shops .................................................................. 42 Figure 21: Cost of wine in restaurants ................................................................... 43 Figure 22: Place of wine drinking .......................................................................... 44 Figure 23: Personal opinion about wine consumption trends in CR in the last 5 years ..................................................................................................................... 45 Figure 24: Czech customers are choosy or picky while ordering a glass or bottle of wine ....................................................................................................................... 47 Figure 25: Wine preferences of Czech customers ................................................ 48 Figure 26: Main preferences of wine of restaurant visitors and consumers .......... 49 Figure 27: Most demanded and preferable wine species among Czech consumers .............................................................................................................................. 50 Figure 28: Three wine sorts, which are most preferred and demanded among Czech consumers ................................................................................................. 51 Introduction Sunny grape berry has for centuries been a source for alcohol and non-alcohol drinks and distillates for various nations and different cultures, religions. There are lots of legends and myths about wine and wineries; it has been used to quench one’s thirst and rise amusement spirit. Doctors recommend wine as a cure and prophylaxis against various diseases (today, there is a scientifically proven link between wine consumption and reduced risk of cardiovascular diseases, but of course, subject to reasonable measures of treatment). The sphere of winemaking is in constant development, and consumer tastes are quite volatile - and today, we prefer slightly different wines than a few decades ago. For example, modern consumers enjoy light sorts of wine, table wine, young wine. Wine markets changes primarily concern according to the progress and achievements of the new technologies of viticulture and winemaking. Of course, national wine markets do not remain aloof from other global trends. Market globalization and competition have forced manufacturers to study wine consumption trends, choose varieties that provide the most elegant and rich flavours at the same time in a particular climate, soil conditions. They keep a thoughtful approach to the process of winemaking. Environment protection and appearance of “organic” products have caused development of eco-friendly and organic wines. In the struggle for purity, environmentally responsible wineries around the globe refuse to use chemical fertilizers. France, Spain, Italy, the US, and other countries are widely using a new philosophy of viticulture, taking into account the phase of the moon and the position of the stars. World society has recognized the importance of quality, and is aiming to improve the quality of wine production in the vast majority of wine-producing countries. Definitely, end consumers define all trends. The wine market moves to diversity, because it is the main factor determining the scope of consumer preferences in the varieties and styles of wine. In this area, it is difficult to talk about any common standards or regulations. Nevertheless, it is possible to identify some general trends, and this is the main idea and research question of this bachelor’s thesis. I will focus