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Beaujolais nouveau. Characteristic of commercial strategy
 HORTOVÁ, Petra
This thesis targets the phenomenon Beaujolais nouveau and its marketing strategy. The tradition of this young French wine is known almost all over the world. In recent years the tradition of this celebration has spread out successfully as far as the Czech Republic. In our country people drink Beaujolais nouveau, celebrate it, but know practically nothing about it. The thesis regards Beaujolais nouveau from many standpoints. Firstly it presents the region Beaujolais, where grapes are grown and then it presents the production of the wine and also the history and the origin of this festival. Next, the thesis describes the commercial strategy and the means which are used and it also targets the reach of the strategy in the global and European gauge. There is also a view of the French and Czech market of wine and alcoholic beverages and the brief characteristics of institutions which deal with the promotion of Beaujolais nouveau. The final part of this thesis offers a comparison between the French Beaujolais nouveau and its Czech counterpart - Svatomartinské wine.
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