Barovians - The People

Overwhelmingly human; diverse ethnic backgrounds
Wary of strange peoples and customs.
Raised in a culture of fear and taught to fear the devil Strahd above all.
Hide their precious possessions at home and dress plainly outdoors to avoid the attention of Strahd's spies.
Live within a closed ecosystem (mists):
Trade in old coins that bear Strahd's profile, coins from the places that adventurer's have come from, and even older coins from the time before the valley was conquered by Strahd and his armies.
Self-sufficient population: stitch their own clothing, craft their own furniture, grow their own food, make their own wine, etc...
Every individual is expected to learn a trade or serve a function.
Souls: Only about one in every ten has a soul.
Physically indistinguishable from Barovians with souls, the soulless tend to be bereft of charm and imagination and to be more compliant and depressed than the others. They are maudlin folk who experience fear but neither laugh nor cry. The soulless dress in drab clothing, whereas Barovians who have souls wear clothes with a splash of color or individuality.
Barovian Views and Common Knowledge
Humans or Bust : Other races besides humans are quite rare and unusual in Barovia. As a result, Barovians will react more strongly to PCs of different races, either positively or negatively depending on the NPC. The soulless may react to nonhumans with fear, scorn and evasion. Those with souls may be curious and filled with wonder.
Vistani Aren't to Be Trusted: Most Barovians have a generalized fear of Vistani. The Vistani are the only ones unharassed by Strahd, and so the natives of the valley are suspicious of it and have a distaste of them, believe that they are somehow evil. From your dealings with them, they are actually a very welcoming people.
Wine is the Raison D'Etre :The only alcoholic beverage in Barovia is wine. No beer. No mead or whiskey. Wine.
The Vistani are the only ones who might have other alcohol, though they themselves culturally prefer wine. And because they don't get along with Barovians, they certainly don't try to import alcohol into the valley.
The village of Shadowgrange sits at the east end of the valley. Its burgomaster is named Kolyan Indirovich.