{"id":187193,"date":"2026-08-21T14:46:12","date_gmt":"2026-08-21T14:46:12","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/187193\/"},"modified":"2026-08-21T14:46:12","modified_gmt":"2026-08-21T14:46:12","slug":"takze-ucit-mlade-znovu-pit-je-spatny-napad","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/187193\/","title":{"rendered":"Tak\u017ee: U\u010dit mlad\u00e9 znovu p\u00edt je \u0161patn\u00fd n\u00e1pad"},"content":{"rendered":"

\u010ctete uk\u00e1zku z\u00a0newsletteru Tak\u017ee, ve kter\u00e9m koment\u00e1to\u0159i Seznam Zpr\u00e1v glosuj\u00ed ta nejd\u016fle\u017eit\u011bj\u0161\u00ed aktu\u00e1ln\u00ed t\u00e9mata a\u00a0p\u0159ibli\u017euj\u00ed \u010deskou i\u00a0zahrani\u010dn\u00ed politickou debatu. P\u0159ihlaste se k\u00a0odb\u011bru<\/a> a\u00a0cel\u00fd newsletter budete ka\u017ed\u00fd \u010dtvrtek dost\u00e1vat do sv\u00e9 e-mailov\u00e9 schr\u00e1nky.<\/p>\n

\u010cesko a\u00a0alkohol je bezedn\u00e9 t\u00e9ma, z\u00a0n\u011bj\u017e lze \u010derpat nekone\u010dn\u00e9 mno\u017estv\u00ed zpr\u00e1v, statistik, anal\u00fdz, spole\u010denskov\u011bdn\u00edch studi\u00ed i\u00a0humoru. A\u00a0tak\u00e9 je to docela v\u00fdd\u011ble\u010dn\u00fd byznys, kdy\u017e to d\u011bl\u00e1te dob\u0159e.<\/p>\n

K jeho v\u00fdrazn\u00fdm p\u0159edstavitel\u016fm pat\u0159\u00ed lihovarn\u00edk Martin \u017duf\u00e1nek, kter\u00fd um\u00ed o\u00a0v\u00fdrob\u011b destil\u00e1t\u016f a\u00a0lik\u00e9r\u016f vypr\u00e1v\u011bt poutav\u011b jako m\u00e1lokdo. V\u00a0\u010derstv\u00e9m rozhovoru pro Seznam Zpr\u00e1vy<\/a> si krom\u011b toho povzdechl, \u017ee se v\u00a0\u010cesku m\u00e1lo pije. \u201eAktu\u00e1ln\u00ed n\u00e1lada je striktn\u011b alkohol-free, co\u017e mi p\u0159ijde jako velk\u00e1 \u0161koda. J\u00e1 nem\u00e1m r\u00e1d tyhle aktu\u00e1ln\u00ed n\u00e1lady, kter\u00e9 vznikly na soci\u00e1ln\u00edch s\u00edt\u00edch pomoc\u00ed vlny health a\u00a0longevity influencer\u016f,\u201c \u0159\u00edk\u00e1 48let\u00fd \u017duf\u00e1nek.<\/p>\n

V dal\u0161\u00ed \u010d\u00e1sti rozhovoru dod\u00e1v\u00e1: \u201eDvacetilet\u00e9 d\u011bti maj\u00ed pot\u0159ebu \u0159\u00edkat, jak my, v\u00a0jejich o\u010d\u00edch star\u0161\u00ed lid\u00e9, vedeme cel\u00fd \u017eivot \u0161patn\u011b. J\u00edme tu\u010dn\u00e9 maso, nesportujeme, lejeme, a\u00a0oni maj\u00ed pot\u0159ebu n\u00e1s pou\u010dovat.\u201c<\/p>\n

Budi\u017e, je to n\u00e1zor, sp\u00ed\u0161 pocit byznysmena. Ale je nutn\u00e9 p\u0159ipomenout, \u017ee statistiky jej p\u0159\u00edli\u0161 nepotvrzuj\u00ed. P\u0159inejmen\u0161\u00edm tvrzen\u00ed o\u00a0\u201estriktn\u011b alkohol-free\u201c n\u00e1lad\u011b jsou opravdu p\u0159ehnan\u011b optimistick\u00e1. \u010cesko se i\u00a0p\u0159es m\u00edrn\u00fd pokles po\u0159\u00e1d dr\u017e\u00ed na \u010deln\u00fdch p\u0159\u00ed\u010dk\u00e1ch mezin\u00e1rodn\u00ed spot\u0159eby alkoholu<\/a>. Je pravda, \u017ee data potvrzuj\u00ed pokles z\u00e1jmu o\u00a0alkohol u\u00a0mlad\u00e9 generace, ale \u017ee by \u017duf\u00e1nkovi do\u0161li z\u00e1kazn\u00edci, to je asi p\u0159ehnan\u00e1 obava.<\/p>\n

S ohledem na zn\u00e1m\u00e9 zdravotn\u00ed \u00fa\u010dinky alkoholu<\/a> (30\u00a0zcela specifick\u00fdch zdravotn\u00edch pot\u00ed\u017e\u00ed, kolem 200\u00a0souvisej\u00edc\u00edch diagn\u00f3z a\u00a0sedm druh\u016f rakoviny) by mo\u017en\u00e1 st\u00e1lo za to dvacetilet\u00fdm v\u00a0jejich lamentaci nad \u201ena\u0161\u00edm\u201c \u017eivotn\u00edm stylem sp\u00ed\u0161 naslouchat. Nen\u00ed nutn\u00e9 sd\u00edlet l\u00e1sku k\u00a0health a\u00a0longevity influencer\u016fm, zvl\u00e1\u0161t\u011b t\u011bm, kte\u0159\u00ed \u201epro zdrav\u00ed\u201c prod\u00e1vaj\u00ed krajn\u011b pochybn\u00e9 produkty. Ale to, \u017ee v\u00a0mlad\u00e9 generaci zako\u0159e\u0148uj\u00ed principy zdrav\u00e9ho \u017eivotn\u00edho stylu, lze st\u011b\u017e\u00ed ch\u00e1pat jako n\u011bco \u0161patn\u00e9ho. A\u00a0mohl by to pochopit i\u00a0lihovarn\u00edk.<\/p>\n

<\/a><\/p>\n

\u017duf\u00e1nk\u016fv postoj je ale je\u0161t\u011b docela sympaticky genera\u010dn\u011b sm\u00ed\u0159en\u00fd. Alespo\u0148 ve srovn\u00e1n\u00ed s\u00a0dal\u0161\u00ed v\u00fdraznou podnikatelskou osobnost\u00ed, kter\u00e1 se naopak do alkoholov\u00e9ho byznysu vrh\u00e1 jako nov\u00e1\u010dek. Zakladatel vele\u00fasp\u011b\u0161n\u00e9 slu\u017eby Kiwi.com, 38let\u00fd Oliver Dlouh\u00fd, se rozhodl va\u0159it pivo jm\u00e9nem Jindra. A\u00a0jde do toho podobn\u011b disruptivn\u011b jako do mapov\u00e1n\u00ed provozu na obloze.<\/p>\n

\u201eDostanu za to facku, ale poj\u010fme to \u0159\u00edct. Jindra nau\u010d\u00ed mlad\u00e9 op\u011bt p\u00edt,\u201c \u0159\u00edk\u00e1 Dlouh\u00fd v\u00a0rozhovoru pro Seznam Zpr\u00e1vy<\/a>. Facku tedy snad ne, ale na spole\u010denskou nevhodnost takov\u00e9ho odhodl\u00e1n\u00ed bychom snad upozornit mohli. \u201eMy ten brand budeme pozicovat tak, \u017ee d\u00e1t si jedno, dv\u011b nebo t\u0159i pivka v\u00a0p\u00e1tek ve\u010der prost\u011b nevad\u00ed. A\u00a0\u017ee tam je taky hodn\u011b pozitivn\u00edch aspekt\u016f, zejm\u00e9na co se t\u00fd\u010de socializace,\u201c \u0159\u00edk\u00e1 Dlouh\u00fd.<\/p>\n

Odv\u00e1\u017en\u00e9 tvrzen\u00ed. Nechme stranou fakt, \u017ee kdokoli pou\u017eije slovo \u201epivko\u201c, zaslou\u017e\u00ed vyobcovat ze slu\u0161n\u00e9\u00a0pivn\u00ed komunity. To je ot\u00e1zka vkusu. Ale vzhledem k\u00a0tomu, \u017ee u\u017e mnoho let v\u00edme, \u017ee d\u00e1t si dv\u011b nebo t\u0159i piva vad\u00ed pom\u011brn\u011b z\u00e1sadn\u011b, chyst\u00e1 se vizion\u00e1\u0159 Dlouh\u00fd \u201epozicovat brand\u201c zcela mimo sou\u010dasn\u00e9 v\u011bdeck\u00e9 pozn\u00e1n\u00ed.<\/p>\n

Nap\u0159\u00edklad pro pot\u0159eby a\u00a0metodiku Eurostatu se v\u00a0p\u0159\u00edpad\u011b vypit\u00ed t\u0159\u00ed (a v\u00edce) piv p\u0159i jedn\u00e9 p\u0159\u00edle\u017eitosti jedn\u00e1 o\u00a0takzvan\u00e9 \u201eheavy episodic drinking\u201c, tedy epizodu t\u011b\u017ek\u00e9ho pij\u00e1ctv\u00ed. Jednou m\u011bs\u00ed\u010dn\u011b se to p\u0159ihod\u00ed 17\u00a0procent\u016fm \u010cech\u016f, polovina n\u00e1roda uv\u00e1d\u00ed, \u017ee takovou v\u011bc neza\u017eila v\u00a0posledn\u00edm roce. To n\u00e1s op\u011bt \u0159ad\u00ed na chvost Evropy, kde 63,5\u00a0procenta lid\u00ed neza\u017eije takto definovanou pijatyku, jak je rok dlouh\u00fd.<\/p>\n

Dlouh\u00e9ho ambice rozp\u00edt mladou generaci nav\u00edc p\u016fsob\u00ed jako dob\u00fdv\u00e1n\u00ed se do otev\u0159en\u00fdch dve\u0159\u00ed. Podle dat HBSC<\/a> z\u00a0roku 2022\u00a0se alespo\u0148 dvakr\u00e1t v\u00a0\u017eivot\u011b opilo zhruba 22\u00a0procent 15let\u00fdch. Ano, v\u00a0roce 2010\u00a0byl pod\u00edl dvakr\u00e1t vy\u0161\u0161\u00ed, tak\u017ee pokles je patrn\u00fd. Po\u0159\u00e1d je to ale v\u00fdrazn\u011b vy\u0161\u0161\u00ed \u010d\u00edslo ne\u017e t\u0159eba v\u00a0Portugalsku (7,8\u00a0procenta) nebo u\u00a0dal\u0161\u00edch premiant\u016f. Z\u00e1rove\u0148 je to lep\u0161\u00ed ne\u017e v\u00a0Ma\u010farsku (37\u00a0procent) nebo v\u00a0D\u00e1nsku (45\u00a0procent).<\/p>\n

V tom, \u017ee mlad\u00ed \u010ce\u0161i nepij\u00ed jako mlad\u00ed D\u00e1nov\u00e9, v\u011bt\u0161ina lid\u00ed spat\u0159\u00ed nad\u011bji pro ve\u0159ejn\u00e9 zdrav\u00ed (ve v\u011bt\u0161in\u011b celopopula\u010dn\u00edch statistik spot\u0159eby alkoholu p\u0159\u00edslove\u010dn\u00e9 D\u00e1ny trumfneme). Disruptor a\u00a0inov\u00e1tor Dlouh\u00fd v\u00a0tom vid\u00ed nevyu\u017eit\u00fd byznysov\u00fd potenci\u00e1l. Proti gustu \u017e\u00e1dn\u00fd di\u0161put\u00e1t, jsme ve svobodn\u00e9 zemi, kde jsou marketing a\u00a0reklama kolem alkoholu regulov\u00e1ny jen m\u00edrn\u011b. A\u00a0spole\u010densk\u00e1 odpov\u011bdnost firem u\u017e se tak\u00e9 tolik nenos\u00ed.<\/p>\n

Dlouh\u00fd nar\u00e1\u017e\u00ed i\u00a0na dal\u0161\u00ed d\u016fle\u017eitou v\u011bc. \u201eHodn\u011b lid\u00ed n\u00e1m tak\u00e9 \u0159\u00edk\u00e1, \u017ee na\u0161e plechovky vypadaj\u00ed jako od energy drinku. To je v\u00a0podstat\u011b z\u00e1m\u011br, proto\u017ee si mysl\u00edme, \u017ee ne\u017e vyp\u00edt t\u0159i energe\u0165\u00e1ky, je lep\u0161\u00ed si d\u00e1t t\u0159i pivka. Je to zdrav\u011bj\u0161\u00ed a\u00a0ud\u011bl\u00e1 to v\u00edc srandy,\u201c \u0159\u00edk\u00e1 pro zm\u011bnu v\u00a0rozhovoru pro den\u00edk E15<\/a>.<\/p>\n

Ot\u00e1zka, zda je zdrav\u011bj\u0161\u00ed vyp\u00edt t\u0159i energetick\u00e9 n\u00e1poje, nebo t\u0159i piva, je jist\u011b zaj\u00edmav\u00e1 a\u00a0zaslou\u017eila by si hlub\u0161\u00ed v\u011bdeck\u00e9 zkoum\u00e1n\u00ed. Asi jako ot\u00e1zka, zda je lep\u0161\u00ed spadnout ze schod\u016f, nebo ze \u017eeb\u0159\u00edku. Odpov\u011b\u010f nebude jednoduch\u00e1 a\u00a0bude z\u00e1le\u017eet na mnoha individu\u00e1ln\u00edch i\u00a0extern\u00edch faktorech. Ale jednozna\u010dn\u00fdm z\u00e1v\u011brem nejsp\u00ed\u0161 bude, \u017ee nejzdrav\u011bj\u0161\u00ed je db\u00e1t o\u00a0bezpe\u010dnost a\u00a0pokud mo\u017eno nepadat v\u016fbec.<\/p>\n

<\/a><\/p>\n

Zakladatel Kiwi.com t\u00edm ale upozor\u0148uje na jinou v\u011bc\u00a0\u2013 to, \u017ee mlad\u00e1 generace m\u00e9n\u011b pije alkohol, nutn\u011b neznamen\u00e1, \u017ee \u017eije zdrav\u011bji.<\/p>\n

Energetick\u00e9 n\u00e1poje, p\u0159\u00edpadn\u011b n\u00e1hra\u017eky cigaret jsou relativn\u011b nov\u00fdmi ne\u0159estmi, jejich\u017e kr\u00e1tkodob\u00e9 dopady se teprve zkoumaj\u00ed a\u00a0ty dlouhodob\u00e9 budou vid\u011bt a\u017e za l\u00e9ta. A\u00a0to nemluv\u00edme o\u00a0invazi nov\u00fdch syntetick\u00fdch drog do b\u011b\u017en\u00e9ho retailu, s\u00a0n\u00ed\u017e si st\u00e1t v\u016fbec nev\u00ed rady. Teenager\u016f a\u00a0mlad\u00fdch dosp\u011bl\u00fdch, kte\u0159\u00ed by se striktn\u011b dr\u017eeli z\u00e1sad zdrav\u00e9ho \u017eivotn\u00edho stylu a\u00a0odolali v\u0161em ne\u0159estem, star\u00fdm i\u00a0nov\u00fdm, zase tolik nebude.<\/p>\n

Je proto ot\u00e1zkou, jak to s\u00a0nastupuj\u00edc\u00ed generac\u00ed v\u00a0tomto ohledu dopadne. Vzhledem k\u00a0tomu, jak je \u010cesko nas\u00e1kl\u00e9 alkoholem, touto nejnebezpe\u010dn\u011bj\u0161\u00ed a\u00a0nejni\u010div\u011bj\u0161\u00ed zn\u00e1mou drogou, ale ur\u010dit\u011b nejsou \u0159e\u0161en\u00edm v\u00fdzvy typu \u201enechte t\u011bch novot a\u00a0poj\u010fte zase norm\u00e1ln\u011b chlastat jako my\u201c.<\/p>\n

Jestli je to dobr\u00fd marketing, nev\u00edme. \u017de je kr\u00e1tkozrak\u00fd a\u00a0nezodpov\u011bdn\u00fd, v\u00edme zcela jist\u011b.<\/p>\n

V pln\u00e9 verzi newsletteru Tak\u017ee najdete i\u00a0souhrn koment\u00e1\u0159\u016f SZ z\u00a0uplynul\u00e9ho t\u00fddne a\u00a0autorsk\u00e9 tipy na \u010dten\u00ed v\u00a0jin\u00fdch \u010desk\u00fdch i\u00a0zahrani\u010dn\u00edch m\u00e9di\u00edch. P\u0159ihlaste se k\u00a0odb\u011bru<\/a>, aby v\u00e1m nic zaj\u00edmav\u00e9ho neuniklo.<\/p>\n","protected":false},"excerpt":{"rendered":"\u010ctete uk\u00e1zku z\u00a0newsletteru Tak\u017ee, ve kter\u00e9m koment\u00e1to\u0159i Seznam Zpr\u00e1v glosuj\u00ed ta nejd\u016fle\u017eit\u011bj\u0161\u00ed aktu\u00e1ln\u00ed t\u00e9mata a\u00a0p\u0159ibli\u017euj\u00ed \u010deskou i\u00a0zahrani\u010dn\u00ed politickou…\n","protected":false},"author":2,"featured_media":187194,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[7],"tags":[879,8689,43,42,41,40,20034,3044,1470,38493],"class_list":["post-187193","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cesko","tag-alkohol","tag-alkoholismus","tag-ceska-republika","tag-cesko","tag-czech-republic","tag-czechia","tag-lihovar","tag-mladi-lide","tag-pivo","tag-takze-newsletter"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/117134045421673631","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/187193","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=187193"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/187193\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/187194"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=187193"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=187193"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=187193"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}