Gender behavior and influence in acceptability of beers produced with Rubim and Mastruz

Abstract

The consumption of craft and specialized beer across the world has changed, since it passed from something little known to a familiar product among consumers, which has led to brewers incorporating new flavors and ingredients in beer. Regarding this subject, this study aimed to determine physical-chemical properties, acceptability, and gender behavior on beers with Rubim and Mastruz as hops bitterness substitution, following the proportion: 25, 50, 75, and 100%. A consumer trial (n = 84) was conducted to determine acceptability of nine beers. The participants were asked to rate their opinion about the color, aroma, flavor, overall acceptance, and bitterness intensity. Consumers assessed purchase intention. The hops bitterness substitution affected physical-chemical and sensory properties of beers. International bitterness units (IBU) decreased with increased levels of hops substitution, and the sensorially bitterness was felt by men and women. All beers presented purchase intention for men and women. Gender influenced choices and purchase intention of beers, since women usually look for new flavors, as men are mostly influenced by previous experiences and friendship recommendation. Practical applicationsThis study brings significant information about the factors considered by consumers when they purchase and consume craft beer, aiming the influence by gender. The results were obtained by simple sensory methodologies, such as hedonic scales values, which took into consideration the consumers' appraisal and evaluated it by multivariate approaches, as Principal component analysis (PCA). With the emergence of craft beers, the results of this study emphasize consumer characteristics that can describe the relationship between perceived sensory complexity and appraisal, as well as evaluate how beer knowledge and familiarity with beer impact their decisions, which will help craft brewers market their beers effectively. | INTRODUCTIONBeer is one of oldest drinks and most consumed alcoholic beverage in the world (Kawa-Rygielska, Adamenko, Kucharska, Prorok, & Pi orecki, 2019). It is produced by a brewing process with Saccharomyces cerevisiae that turn fermentable sugars from malt wort mostly in ethanol and flavor-determining sub-products (Denby et al., 2018;Kawa-Rygielska et al., 2019). The quantity of nutritional compounds of beer depends on raw materials and the process practices. Cereals, water, hops (Humulus lupulus), yeast, and processing conditions are the main contributors to the mineral contents, vitamins, carbohydrates, and phenolic compounds of beer (Sohrabvandi, Mortazavian, &

The impact of hop origin information on the sensory and hedonic evaluation of highly involved consumers of craft beer

“…Regarding sex/gender differences in sensory perception, results showed that the effect of origin was significant in men’ and women’s ratings. According to previous research, the consumption behavior of beer drinkers is intrinsically connected to sex/gender (Donadini et al , 2016; Chapman et al , 2018; Lazzari et al , 2022). For instance, Pagan et al (2021) found that sex/gender has a strong effect on the cognitive processing of extrinsic cues, which leads consumers to different food evaluations and responses.…”

“…Women have evaluated the sample brewed with locally grown hop as less bitter and more refreshing than the imported one, regardless of provision of origin information. According to literature on sex/gender and sensory perception, women tend to prefer beers of less bitter flavors, whereas men usually look for high nuances of bitterness in their beer choices (Lazzari et al , 2022). Compared to men, women have different taste palates and prefer more complex, less bitter and well-balanced flavored beers (Donadini et al , 2016; Spence, 2019).…”

Image‐based evaluation of beers at an online Pint of Science festival using projective mapping, check‐all‐that‐apply, and acceptability

“…On the contrary, many studies, for example, (Craine et al, 2021; Hayward et al, 2019; Machado et al, 2021; Moss et al, 2022b), have combined CATA and acceptability, the latter technique also known as overall liking (Lazzari et al, 2022; Meilgaard et al, 1999).…”