in the eye of the beer holder: thoughts on color, bubbles ... · branding labeled unlabeled...

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

Perceptions of Beer Foam

Smythe et al J Inst Brew 2002

W X

Y Z

Impact of foam on perception of a beer

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

Preferred sequences?

A

1 2 3 4

1 2 3 4

B

1 2 3 4

C

.

Preference for beer

appearance at various

stages of consumption

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

A

1 2 3 4

1 2 3 4

B

1 2 3 4

C

Finland

A - 3

B - None

C - None

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

A

1 2 3 4

1 2 3 4

B

1 2 3 4

C

Scotland

A- 2

B - none

C - 2

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

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?

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

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

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

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

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

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

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

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

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

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

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).

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

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

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.

Perception of colorPerception of color

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)

A real need for better education of the drinking public

(Wright, Bruhn, Heymann and Bamforth 2008)

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.””

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.””

Then we told them something about thehealthfulness of beer

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’’..””

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

18182121Artificial Colorings

662121Artificial Sweeteners

13133030Saturated Fat

20203333Trans Fat

32324545Preservatives

16162323Antioxidants

15152525Artificial Flavorings

30303838Vitamins & Minerals

49496161Sugar

90909494Carbohydrates

89899696Alcohol

% believing that beer contains…

Age<30 >30

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

Near BeerNear Beer

glycerol

beer flavor

malt extract

maltodextrin

corn sugar

citric acid

dried beer extract

caramel color

yucca extract

iso-alpha acids

hop oil

carbon dioxide

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”

4315

8714

6713

4512

8811

5510

879

678

767

776

325

564

993

572

771

After providing concept

Before providing

conceptPANELIST

SAMPLE SET

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.

cwbamforth@ucdavis.edu