American craft brewers are targeting barley malt as a novel source of flavor and as a means of differentiation. However, fundamental tools have only recently emerged to aid barley breeders in supporting this effort, such as the hot steep malt sensory method, a wort preparation method recently approved by the American Society of Brewing Chemists for evaluation of extractable malt flavor. The primary objective of this study was to determine if insights into beer liking and sensory attributes can be gained through hot steep malt sensory using an untrained panel of craft beer consumers (n = 95). We evaluated consumer acceptance of hot steep and beer samples of different barley genotypes using a 9-point hedonic scale, check-all-that-apply (CATA), and open comment during separate sensory panels. Beers brewed with Washington State University breeding lines (n = 4), selected for all-malt craft brewing, generally had higher consumer acceptance than the industry-standard control variety (CDC Copeland). Genotype had a significant influence on the consumer acceptance of beer aroma, appearance, taste/flavor, sweetness, and overall liking but only on hot steep appearance. Significant differences between genotypes were found for 18% (fruity and other) and 46% (chemical, citrus, earthy, fruity, stale, and sweet aromatic) of CATA attributes for the hot steep and beer panels, respectively. Hot steep and beer liking and sensory attributes had low correlation coefficients. For example, beer overall liking was negatively correlated with chemical (r = −0.338, p < 0.0001) and positively correlated with fruity (r = 0.265, p < 0.0001). This study demonstrates that untrained craft beer consumers can better differentiate among genotypes using beers than hot steep samples. Practical Application: In general, Washington State University barley breeding lines had higher consumer acceptance than the control variety, CDC Copeland. Each genotype had a distinctive beer flavor profile, such as 12WA_120.14 (fruity and sweet aromatic), which had the highest consumer acceptance ratings, and 10WA_107.43 (citrus), which has been released as the variety "Palmer." The results illustrate that the use of different barley genotypes presents varied sensory properties in the final beer and that particular malt and beer sensory attributes may influence consumer acceptance.

Differentiating agricultural products has been adopted as a strategy to improve farm profitability and thereby business sustainability. This study aimed to evaluate unique barley varieties for craft malting and brewing markets to enhance profitability for diversified grain growers in southwestern Washington. Advanced barley breeding lines from Washington State University (WSU) were compared to a control variety (CDC-Copeland) through field trials, experimental and commercial malting conditions, and consumer sensory evaluation. The beers differed only by the genotype-dependent malt. Malting conditions (experimental or commercial) and field replicate influenced five out of the eight malt quality traits measured, while genotype influenced seven out of eight of the traits. Consumers differentiated the beers through ranking, open description, and check all that apply during a central location test. Based on consumer liking, breeding lines 12WA_120.14 or 12WA_120.17 could replace CDC-Copeland in beers. A total of 83% of consumers responded that they would pay more for a beer if it would support local farmers. This value proposition represents an opportunity for consumer purchasing to support producers, who form the foundation of the craft malt and beer value chain and whose economic success will determine the sustainability of small farms in minor growing regions. We provide further evidence for the contributions of barley genotype to beer flavor, while tracing the impact of barley genotype from ground to glass.

Extension agents obtain professional development (PD) through a variety of means, some of which have been critiqued as lacking in creativity or involvement of experiential learning approaches. As Extension engages in reinvention and reimaging in response to competition in the information marketplace, direct and candid connections with a changing clientele are essential. In this article, I propose the value of travel as a form of nontraditional PD, present an approach to manufacturing relevant encounters, and include a case study to illustrate the application of this approach. Nontraditional PD allows professionals to creatively adapt programming to community need and character.