in the eye of the beer holder: thoughts on color, bubbles ... · branding labeled unlabeled...
TRANSCRIPT
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In the eye of the beer In the eye of the beer
holder: thoughts on holder: thoughts on
color, bubbles and the color, bubbles and the
meaning of life meaning of life
Charlie BamforthCharlie Bamforth
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Perceptions of Beer Foam
Smythe et al J Inst Brew 2002
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W X
Y Z
Impact of foam on perception of a beer
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W X
Y Z
United States
Best poured X
Best brewed X
Best head X,Y
Most carbonated Z
Least thirst-
quenching Z
Best overall flavor
X,Y
Most drinkable X,Y
Most likely to buy
X,Y
Scotland
Best poured X Best brewed X
Best head X Most carbonated Z
Least thirst-quenching Z
Best overall flavor X
Most drinkable X
Most likely to buy X
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Preferred sequences?
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A
1 2 3 4
1 2 3 4
B
1 2 3 4
C
.
Preference for beer
appearance at various
stages of consumption
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A
1 2 3 4
1 2 3 4
B
1 2 3 4
C
Belgium
A - 3 and 4
B - 3 and 4
C - 3 and 4
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A
1 2 3 4
1 2 3 4
B
1 2 3 4
C
Finland
A - 3
B - None
C - None
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A
1 2 3 4
1 2 3 4
B
1 2 3 4
C
Ireland
A - 2 and 3
B - 3
C - 3 and 4
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A
1 2 3 4
1 2 3 4
B
1 2 3 4
C
Scotland
A- 2
B - none
C - 2
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Male and female opinion of cling/lacing
0
1
2
3
4
5
6
7
8
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Beer sample number
Clin
g a
pp
eal
Females
Mean
Males
• Davis, CA
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Consumer TestConsumer Test
�� Location: Sudwerk (Sacramento)Location: Sudwerk (Sacramento)
�� Test type: Paired PreferenceTest type: Paired Preference
�� TwoTwo--tailed null hypothesistailed null hypothesis
�� Total sample population: n = 101Total sample population: n = 101
�� All samples randomizedAll samples randomized
�� Questions:Questions:
–– Do people prefer stale/skunky to fresh?Do people prefer stale/skunky to fresh?
–– Does the beer brand (label) affect their Does the beer brand (label) affect their
preference?preference?
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Tasters: Who Are You?Tasters: Who Are You?
�� Beer ABeer A–– Sample Population: n = 49Sample Population: n = 49
�� 33 men33 men
�� 16 women16 women
�� Beer BBeer B–– Sample Population: n =52Sample Population: n =52
�� 39 men39 men
�� 13 women13 women
�� AgeAge–– Mean: 29Mean: 29
–– Median: 25Median: 25
–– Mode: 23Mode: 23
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Beer A: fresh v. skunkyBeer A: fresh v. skunky
�� A well recognized brand of beer packaged in A well recognized brand of beer packaged in green glass bottlesgreen glass bottles
�� Fresh beer bought and maintained coldFresh beer bought and maintained cold
�� Skunky beerSkunky beer–– Bought coldBought cold
–– Exposed to sunlightExposed to sunlight
–– ReRe--chilled to fresh beer temperaturechilled to fresh beer temperature
�� At time of testingAt time of testing–– All beer kept cold in an ice bathAll beer kept cold in an ice bath
–– Any opened beer dumped if not poured within Any opened beer dumped if not poured within ½½hour of openinghour of opening
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Beer A; both beers are labeledBeer A; both beers are labeled
�� Taster told what brand the two beers Taster told what brand the two beers they are tasting arethey are tasting are
�� One beer is fresh, the other is skunkyOne beer is fresh, the other is skunky
Preference is expressed for the fresh beer
(p<0.085).
beer quality fresh skunky
responses 31 18
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Beer A; both beers are Beer A; both beers are
ununlabeledlabeled�� Taster does not know what brand of Taster does not know what brand of beer they are tastingbeer they are tasting
�� One beer is fresh, the other is skunkyOne beer is fresh, the other is skunky
Preference is expressed for the fresh beer
(p<0.05).
beer quality fresh skunky
responses 33 16
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Beer A; both beers are skunkyBeer A; both beers are skunky
�� Taster knows the brand of one of the Taster knows the brand of one of the beers they are tasting, but doesnbeers they are tasting, but doesn’’t t know what the other one isknow what the other one is
�� Both beers are skunkyBoth beers are skunky
No significant preference is expressed for
the samples.
branding labeled unlabeled
responses 23 26
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Beer A; both beers are freshBeer A; both beers are fresh
�� Taster knows the brand of one of the Taster knows the brand of one of the beers they are tasting, but doesnbeers they are tasting, but doesn’’t t know what the other one isknow what the other one is
�� Both beers are freshBoth beers are fresh
No significant preference is expressed for
the samples.
branding labeled unlabeled
responses 25 24
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Beer A: ConclusionsBeer A: Conclusions
�� People prefer fresh to skunky beerPeople prefer fresh to skunky beer
�� The brand does not influence the The brand does not influence the tastertaster’’s preferences preference
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Beer B: fresh v. staleBeer B: fresh v. stale
�� A well recognized brand of lagerA well recognized brand of lager--style beerstyle beer
�� Fresh beer bought and maintained coldFresh beer bought and maintained cold
�� Stale beerStale beer–– Bought coldBought cold
–– Cooked in a 40Cooked in a 40ooC oven for two weeksC oven for two weeks
–– ReRe--chilled to fresh beer temperaturechilled to fresh beer temperature
�� At time of testingAt time of testing–– All beer kept cold in an ice bathAll beer kept cold in an ice bath
–– Any opened beer dumped if not poured within Any opened beer dumped if not poured within ½½hour of openinghour of opening
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Beer B; both beers labeledBeer B; both beers labeled
�� Taster told what brand the two beers Taster told what brand the two beers they are tasting arethey are tasting are
�� One beer is fresh, the other is stale One beer is fresh, the other is stale
No significant preference is expressed for
the samples.
beer quality fresh stale
responses 25 27
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Beer B; both beers Beer B; both beers ununlabeledlabeled
�� Taster does not know what brand of Taster does not know what brand of beer they are tastingbeer they are tasting
�� One beer is fresh, the other is staleOne beer is fresh, the other is stale
No significant preference is expressed for
the samples.
beer quality fresh stale
responses 29 23
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Beer B; both beers staleBeer B; both beers stale
�� Taster knows the brand of one of the Taster knows the brand of one of the beers they are tasting, but doesnbeers they are tasting, but doesn’’t t know what the other one isknow what the other one is
�� Both beers are staleBoth beers are stale
branding labeled unlabeled
responses 18 34
Preference is expressed for the unlabeled
beer (p<0.05).
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Beer B; both beers freshBeer B; both beers fresh
�� Taster knows the brand of one of the Taster knows the brand of one of the beers they are tasting, but doesnbeers they are tasting, but doesn’’t t know what the other one isknow what the other one is
�� Both beers are freshBoth beers are fresh
Preference is expressed for the labeled
beer (p<0.05)
branding labeled unlabeled
responses 34 18
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Beer B: ConclusionsBeer B: Conclusions
�� The brand The brand doesdoes affect the tasteraffect the taster’’s preferences preference
�� When given a stale version of a product that When given a stale version of a product that the taster is familiar with, their expectations the taster is familiar with, their expectations for the product are unmetfor the product are unmet–– Papery/stale character is present in many Papery/stale character is present in many imported beersimported beers
–– Consumer moves away from unmet expectations Consumer moves away from unmet expectations of branded product in favor of perceived value in of branded product in favor of perceived value in unbranded productunbranded product
�� When given a fresh version of the familiar When given a fresh version of the familiar product, the tasterproduct, the taster’’s expectations are met s expectations are met and their preference switches back toward and their preference switches back toward the brand they recognizethe brand they recognize
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Conclusions (continued)Conclusions (continued)
�� Beer B demonstrates the important synergy of Beer B demonstrates the important synergy of
beer quality and brandingbeer quality and branding
�� When beer quality is good, the beer brand When beer quality is good, the beer brand
assists the consumers preferenceassists the consumers preference
�� When beer quality suffers, the influence of When beer quality suffers, the influence of
branding is diminished!branding is diminished!
�� A brewery with a strong beer brand should be A brewery with a strong beer brand should be
mindful of quality and consistency to maintain mindful of quality and consistency to maintain
customer satisfaction.customer satisfaction.
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Perception of colorPerception of color
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The influence of color on flavor perception:
scores for “lager character”
A. Standard lager 3.7
B. Lager + 9 units of color 5.7
(1= most lager-like; 10 most ale-like)
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A real need for better education of the drinking public
(Wright, Bruhn, Heymann and Bamforth 2008)
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Content of BeerContent of Beer�� ““To me, the lighter the beer, the closer it is to water, To me, the lighter the beer, the closer it is to water,
which I think is healthier.which I think is healthier.””
�� ““But like a Guinness is dark because it is so full of But like a Guinness is dark because it is so full of hops.hops.””
�� ““I think a microbrew would have a lot more bacteria I think a microbrew would have a lot more bacteria in it than a large commercially processed beer.in it than a large commercially processed beer.””
�� ““I think they put caramel in the dark beer for the I think they put caramel in the dark beer for the coloring.coloring.””
�� ““I think darker beers are less filtered.I think darker beers are less filtered.””
�� ““Dark beers have iron.Dark beers have iron.””
�� ““The coloring actually comes from the burning of the The coloring actually comes from the burning of the hops. That is what makes beer dark.hops. That is what makes beer dark.””
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Perception of Beer vs. WinePerception of Beer vs. Wine
�� ““If I have a beer it is more of a splurge than wine.If I have a beer it is more of a splurge than wine.””
�� ““I have never heard of anyone having a wine belly, I have never heard of anyone having a wine belly, where I have heard of people having a beer belly.where I have heard of people having a beer belly.””
�� ““You have beer You have beer chuggerschuggers and wine sippers.and wine sippers.””
�� ““Wine is more of a universal drink.Wine is more of a universal drink.””
�� ““I think of wine as being more refined, more socially I think of wine as being more refined, more socially acceptable.acceptable.””
�� “…“…wine was more social while beer meant drunk.wine was more social while beer meant drunk.””
�� ““Beer just makes me feel fuller. More so than any Beer just makes me feel fuller. More so than any other alcoholic beverage. I donother alcoholic beverage. I don’’t drink beer because t drink beer because of that, I feel fuller when I drink beer.of that, I feel fuller when I drink beer.””
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Then we told them something about thehealthfulness of beer
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Perception of Beer vs. WinePerception of Beer vs. Wine
�� ““I am happy about the health benefits of beer. I am happy about the health benefits of beer.
Maybe that would give me something else, because Maybe that would give me something else, because
sometimes wine gets boring, it gives me something sometimes wine gets boring, it gives me something
else to keep in mind.else to keep in mind.””
�� ““I would feel less guilty about drinking beer.I would feel less guilty about drinking beer.””
�� ““It would be difficult to market because you think of It would be difficult to market because you think of
those twins, or the football people. And trying to get those twins, or the football people. And trying to get
past that whole beer belly gopast that whole beer belly go--outout--andand--getget--drunk at drunk at
the the keggerskeggers stuff. They would have a hard time stuff. They would have a hard time
reaching people saying reaching people saying ‘‘Oh no, we donOh no, we don’’t do that any t do that any
more. That is not usmore. That is not us’’..””
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Which is healthiest?
Male (n=161) Female (n=164)
Red Wines 3.68 3.65White Wines 3.21 2.95"Light" Beers 3.12 2.84Regular Beers 2.85 2.46
5 is healthiest
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18182121Artificial Colorings
662121Artificial Sweeteners
13133030Saturated Fat
20203333Trans Fat
32324545Preservatives
16162323Antioxidants
15152525Artificial Flavorings
30303838Vitamins & Minerals
49496161Sugar
90909494Carbohydrates
89899696Alcohol
% believing that beer contains…
Age<30 >30
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1414Carbohydrates Carbohydrates
1313Healthy Healthy
1212Calories Calories
1111Weather Weather
1010Serving Size Serving Size
99Alcohol ContentAlcohol Content
88After feelings After feelings
77Food Pairing Food Pairing
66Company with me Company with me
55Price Price
44Time of Day Time of Day
33Location Location
22Activity Activity
11Taste Taste
ImportanceImportanceInfluenceInfluence
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Near BeerNear Beer
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glycerol
beer flavor
malt extract
maltodextrin
corn sugar
citric acid
dried beer extract
caramel color
yucca extract
iso-alpha acids
hop oil
carbon dioxide
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A panel of 46 beer drinking consumers ranging in
age from 21 to 50 years old evaluated the beer,
twice. In both cases they scored their liking for the
beer on a standard 9-point hedonic scale with
1= like extremely, 5=neither like nor dislike and
9=dislike extremely
First: no explanation
Second: The beer was “manufactured”
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4315
8714
6713
4512
8811
5510
879
678
767
776
325
564
993
572
771
After providing concept
Before providing
conceptPANELIST
SAMPLE SET
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Before mean = 5.9, range 2 to 9
After mean = 6.2, range 3 to 9
The two mean values were not significantly different
at p<0.05.
The consumers in general disliked the beer somewhat.
‘Soulless’ and very low in flavor.