THE INFLUENCE OF MEDIEVAL TAVERN CULTURE ON THE CONTEMPORARY BAR EXPERIENCE IN UKRAINE AND EUROPE

Abstract

The paper examines the influence of medieval tavern culture on contemporary bar practices in Ukraine and Europe, taking into account both historical and cultural as well as socio-economic aspects. The authors identify the problem of the lack of a comprehensive analysis of historical drinking traditions and their transfer to the present day, which creates a gap in scientific research at the intersection of cultural studies, history, and the restaurant and hotel business. The authors analyse well-known scientific works on medieval towns, their social structure, and the functioning of taverns, as well as contemporary publications on the culture of consumption in the bar segment, in particular studies on the role of atmosphere, authenticity, and craft beverages in shaping the image of establishments. A comparative analysis of the structures and functions of taverns of the past and bars of the present has been carried out. It has demonstrated that medieval taverns combined economic, social, and cultural functions, while modern bars are increasingly inclined to create an immersive experience, recreate the historical atmosphere, and satisfy the growing emotional and aesthetic demands of visitors. As part of the study, a consumer survey was conducted, the results of which are presented in the text and illustrated with diagrams; they made it possible to clarify which factors (atmosphere, traditional drinks, decor, pricing policy) are decisive in choosing a bar. It has been found that bars in Europe are increasingly using historical surroundings and authentic drinks to enhance the visitor experience, in particular by styling interiors to resemble medieval taverns, offering drinks based on old recipes, and holding themed shows. In Ukraine, the bar industry is gradually developing a culture of consumption: conceptual wine and beer bars combine local traditions and new trends, creating a competitive product for the domestic market and tourist audience. The conclusions emphasize that the revival of medieval traditions can enhance the cultural and tourist appeal of Ukrainian bars, contribute to the formation of a unique identity for the industry, and increase the level of gastronomic tourism. The paper proposes directions for further research at the intersection of culture and the restaurant and bar business, in particular, assessing the economic effect of applying authentic concepts, studying the impact on the consumers’ behaviour of different age and social groups, and forming a strategy for the development of the hospitality industry, taking into account historical and cultural heritage.