The building blocks of drinking experience across men and women: A case study with craft and industrial beers

Commercial craft beers produced in Uruguay: Volatile profile and physicochemical composition

Even beer being the most consumed alcoholic beverage around the world, there is not enough information generated for craft beers produced in Latin America, for either volatile profiles or physicochemical studies. In this work, the chemical and volatile components of ten commercial Blond Ale and nine Indian Pale Ale (IPA) beers from the Uruguayan market were studied using GC-MS. Principal component analysis applied to the data allowed differentiation among the two groups of samples while the volatile compounds and physicochemical parameters responsible for these differences were identified. The physicochemical properties revealed a great diversity between all beer samples even within the same beer style. The main significant differences were obtained for alcohol, polyphenols, bitterness, colour, and pH. Most Blond Ale beer samples were differentiated from IPA ones by raw fermentation aroma compounds such as 1-pentanol, 1-hexanol, hexanoic and isobutyric acids, 4-vinyl guaiacol, and 5,5-dimethyl-2(5H)-furanone. This is the first work that contributes to the knowledge of Uruguayan craft beers. The study also showed the ability of most of the Uruguayan microbreweries to brew Blond Ale and IPA craft beer styles that meet international standards for physicochemical quality.

Consumer Studies: Beyond Acceptability—A Case Study with Beer

Beer is one of the most consumed alcoholic beverages in the world; its consumption and preference are evolving from traditional industrial beers of low complexity to novel craft beers with diverse flavour profiles. In such a competitive industry and considering the complexity of consumer behaviour, improvement and innovation become necessary. Consequently, consumer science, which is responsible for identifying the motivation behind customer preferences through their attitudes, perception and behaviour, has implemented strategies ranging from simple hedonic measurements to several innovative and emerging methodologies for a deeper understanding of the variables that affect the product experience: sensory, affective and cognitive. In this context, we offer a review inspired by previous research that explores some of the quantitative and qualitative methods used in consumer studies related to beer consumption, ranging from traditional approaches (acceptability, purchase intention, preference, etc.) to techniques that go beyond acceptability and allow a different understanding of aspects of consumer perception and behaviour (segmentation, expectations, emotions, representation, etc.). Also, innovative applications (contexts, immersive technologies and virtual reality, implicit measures, etc.) and current trends related to consumer science (Internet, social media, pairing, product experience, etc.) are addressed.

Identifying consumers’ profile and factors associated with the valorization of pulque: A traditional fermented beverage in Central Mexico

The aims of this work were to (i) identify the consumers’ profile of pulque through their consumption frequency and their sensory perception of this beverage and (ii) identify the factors that contribute to the valorization of pulque among Mexican consumers. A survey was designed and conducted with 221 consumers in pulque-selling locations (pulquerías) in a place of Central Mexico. Consumers were characterized according to their consumption frequency. Factors associated with the valorization of pulque were identified through Binary Logistic Regression model. Two types of consumers were identified: Frequent Consumers and Not Frequent Consumers. Both groups were comprised mostly of men, including students with medium to high levels of education. However, the first group showed more traditional and conservative behavior patterns since there was a higher proportion of consumers with a low educational level ( p < 0.05) and they had more years of consumption, spend more time in the selling locations, and preferred “natural pulque.” The second group of consumers was comprised mostly ( p < 0.05) of women, including students with a high educational level who prefer “cured pulque.” In this sense, our results showed that gender and time spent in the pulquerías together with sensory, cultural, and functional characteristics associated with the beverage influence its valorization among consumers. These results can help both producers and marketers to classify segments of consumers according to their preferences and consumption patterns in order to revalorize the pulque market. Finally, it is necessary to highlight that young consumers with high educational level show interest in this beverage, since for years its consumption has been associated with low-income populations.