How to target millennials as beer consumers through social responsibility? The case of Plzenský Prazdroj

Abstract

The paper evaluates the consumer attitude of millennials as beer consumers through social responsibility. Various CSR activities are applied by beer producer companies that target different age groups, gender, etc., through different communication channels. The main subject of the paper is the beer producer company, Plzenský Prazdroj (PP), which has an ambitious strategy related to the environment, waste management, underage alcohol drinking, and other aspects. Even though the company has a promising vision relating to CSR, the effect on consumer awareness can be different than expected. Therefore, a general hypothesis was set on whether there is or is not a difference between millennials in their attitudes towards CSR activities of PP. The characteristics of the research sample are displayed on the set of general factors, such as gender, age, monthly income, and more; beer factors like beer preferences, place of drinking, disposal of plastics, etc.; and attitudes of the monitored millennials towards the selected CSR activities of PP, such as recyclable packaging, Promile app, support of communities and more. The results of the paper assist in understanding the consumer attitude of this age group, and their perception of the CSR activities of PP, and can contribute to a successful marketing strategy creation of Plzenský Prazdroj oriented toward targeted cohort. Concerning the results, we created suggestions and recommendations for PP such as diversification of product portfolio and/or even business activities, diversification of non-alcoholic beer products, strengthening the CSR activities relating to the environment and waste management, and creating CSR activities that enable the engagement of millennials via their smartphones. The outcomes can also benefit other brewing companies in terms of CSR activities and marketing strategy creation.