global beer tasting opportunities yannick ford ( barth innovations ) presenting on behalf of marie...

Global Beer Tasting Opportunities

Yannick Ford ( Barth Innovations )Presenting on behalf of

Marie Pohler

The use of sensory in breweries

Increased awareness of sensory

Different levels of sensory experience and knowledge

Growing opportunities to practice different sensory assessments

In this presentation

FlavorActiV Limited © 2012

Sensory a decade ago

Reactive approach to brewing

Cost Management

Quality Control check

Troubleshooting


Sensory in breweries

Brewery Production

report with recommendations

Brewery panel leader

Decision support tool. Guidelines for rejection of beer. Process control focus.

data

Brewery panel

Acceptance / warehouse release with descriptive elements: 12 – 16 attributes

beer


Global or Regional Panel Leader

Generation of Brand and Technical scores using a model. Summary of top flavour drivers for each score.

data

Global or Regional Panel

Descriptive profile: about 50 attributes

information

beer


Combined tasks working principle

QUALITY RATING

Reject Accept

Fault Identification

IsovalericButyricDMS

Brand CharacteristicsBodyBitterDiacetylRoasted/Nutty

Intensity

Too little Too much

True to type

8

4

7

1

56

9

3

12

32 4

5678

34

9

-3 -2 -1 0 1 2 3



Increased awareness of the many different flavours found in beers today

Sensory practiced by millions every day – not just by manufacturers and in-house panels

Opportunity to extend sensory assessment to a wider audience

What we have learnt


North American beer drinkers’ increased awareness in the surge of craft beers

Quality over Quantity

Greater focus on the beer’s flavour rather than the beer’s brand

What we have learnt


(19/03/2012)

Sta

ges o

f K

now

led

ge

8

7

6

5

4

3

2

1

Evolution Over Time

Can measure hedonics and/or collect consumer preference data

Can identify product differences

Can measure and describe product differences

Can correlate objective descriptive data with consumer preferences and process information to understand primary variables

Can understand consumer needs and identify new product opportunities

Can translate consumer needs into product specifications, understand secondary processing variables and packaging effects

guide product development, predict flavour effects

Evolution Curve

Can communicate and react to sensory data, and

Can measure and understand all flavour variables and

consumer needs.


Global /RegionalTaster

Specific Intermediate

Specific Screening

Basic Training

Shelf lifeTaster

Specific Basic Training

Specific Screening

Taint netTaster

Specific Basic Training Modules

In-process Taster

Acceptance Warehouse

Taster

Specific Advanced

Trials Taster

BreweryDescriptive

Taster

Expert Training

AdvancedTraining

Intermediate Training

Basic Training

Tasting Skills Development

ScreeningSelection



Brewery Production


Brewery panel leader

Decision support tool. Guidelines for rejection of beer. Process control focus.

data

Brewery panel

Acceptance / warehouse release with descriptive elements: 12 – 16 attributes

beer


Global or Regional Panel Leader

Generation of Brand and Technical scores using a model. Summary of top flavour drivers for each score.

data

Global or Regional Panel

Descriptive profile: about 50 attributes

information

beer


Depending on where you are on the evolution curve there are different tasting opportunities:

Screen, train and maintain a taste panel to any level of experience

Process information to understand primary variables

Correlate objective descriptive data with consumer preferences

Understand and translate consumer needs into product specifications

Sensory 2012


Taster Validation SchemeTrack taste panel’s performance in breweries

Sensory Assessment


Descriptive Panel Training

Sensory Assessment

Detection

Identification

Quantification


Descriptive profiling of beer

B1

B3

C2

C1

C3

A3

A2

A1

H2l1

I2

I3

G1

G2

G3

E3

E2E1

F2

F1

F3

HoppyBitter

Subtle

FruityFermented

Complex* This is not actual data, and is used for demonstration purposes only.

Sensory Assessment


Descriptive profiling of beer

* This is not actual data, and is used for demonstration purposes only.

B1

B2

A1

A2

A3

C2

C1

C3

F2

F1

F3

H1l1

I2

I3

G1

G2

G3

Trial 1Trial 2

HoppyBitter

FruityFermented

Subtle

Complex

E3

E2

E1

Sensory Assessment


Sensory AssessmentA summary description that uses consumer-friendly terms while providing a technically accurate description of the brand flavour character.

A list of the flavour attributes that are to be expected in this brand.

A list of the flavour attributes that shouldn’t be found in this brand.

Origins Plot: a summary plot that shows the origin of the brand’s main flavour characters (Contribution (%) to overall beer flavour).

OFI: Overall flavour index. A low score represents a lightly flavoured beer, and a high score represents a beer with very intense flavour characters.

The Taste and Mouthfeel Spider Plot shows the relative contribution of taste and mouthfeel characters to the brand identity (Scale is 0-10).

The Icon Plots break down the main areas of flavour contribution into their component flavour attributes (Maximum contribution =100%).

Consumer response - Preference mappingA powerful technique that integrates objective sensory data with subjective consumer preference data to:

Sensory Research Consumer Research

0

5

10

15

20

25

30

35

40

45

50

SWEET

ISOAMYL ACETATE

HOPPY

MALTYFLORAL

CARAMEL

PAPERY

HONEY BITTER

Brand A

Brand B

Brand C

Sensory Assessment


Linking consumer language to technical language

Bridging the gap


Effects of ageing/shelf-life

Packaging interactions

Ingredient consistency

Process changes

Brewery-to-brewery

Month-to-month

Country-to country

Industry’s Requirements

Knowing your beer:


Understand changing consumer needs:Preference / Terminology / Consumption / Key Attributes

Integrate this information into a PD process to:Support existing productsDevelop new products

Conduct a proven methodology in other countries

Customer Needs

Knowing your consumer:


Increased pressure for brands to meet consumer needs

Sensory evaluation – essential in quality control AND reaching your target audience

New sensory assessments bridging the gap between the industry’s needs and consumer requirements

Summary


THANK YOU

Presented by Yannick Ford on behalf of Marie Pohler


global beer tasting opportunities yannick ford ( barth innovations ) presenting on behalf of marie...

Documents

learntflavoractiv limited

breweriesflavoractiv

sensory data

consumer needs

consumer preferencesunderstand

product differencescan

product specificationssensory

consumer preference