The impact of hop variety and hop aroma on perceived beer bitterness intensity and character was investigated using analytical and sensory methods. Beers made from malt extract were hopped with 3 distinctive hop varieties (Hersbrucker, East Kent Goldings, Zeus) to achieve equi-bitter levels. A trained sensory panel determined the bitterness character profile of each singly-hopped beer using a novel lexicon. Results showed different bitterness character profiles for each beer, with hop aroma also found to change the hop variety-derived bitterness character profiles of the beer. Rank-rating evaluations further showed the significant effect of hop aroma on selected key bitterness character attributes, by increasing perceived harsh and lingering bitterness, astringency, and bitterness intensity via cross-modal flavour interactions. This study advances understanding of the complexity of beer bitterness perception by demonstrating that hop variety selection and hop aroma both impact significantly on the perceived intensity and character of this key sensory attribute.

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The context of a consumer test affects participant response. Data collected in a sensory laboratory is likely to have little predictive value of consumer experience in real-life situations. This study determined the effects of context on consumer response to two commercial beers. Regular beer consumers (n=100) rated liking and emotional response using ten beer-specific emotion categories for two beers (Lager and Ale) under three different conditions: (1) a sensory testing facility (Lab), (2) a natural consumption environment (Bar) and ( 3) using an evoked context (Evoked). Their choice of product to take home was also recorded. Overall results showed significant product differentiation for liking (F (99, 2, 1) = 8.46, p = 0.004) and product choice (Q (1, N = 100) = 4.85, p = 0.028) in the Bar but not in the Lab or Evoked context. Emotional variables highlighted significant product differentiation (p < 0.05) but more so in the Bar than in the Lab or Evoked context. However, clustering participants on liking revealed three distinct clusters differing in sensitivity to context. Two clusters showed opposing but consistent preference for one of the two products regardless of context.The third cluster was more influenced by context, showing a more discriminating response in the Bar. These findings showed that consumers differ in their degree of context-sensitivity and the extent to which evoking a context gives similar results to a real environment. They also highlighted the importance of segmentation and confirmed the added insights gained by measuring emotional response compared to liking. Table 2: Mean scores and standard errors (SE) for the Lager and Ale when evaluated by 100 participants in the Bar, Lab and Evoked context.

9516222Highlights: Aroma modified intensity, character and temporal profile of bitterness in beer. Hop aroma modified perceived bitterness by taste-aroma interactions. Hop aroma evoked trigeminal sensations in the oral cavity. Trigeminal sensations impacted perceived beer bitterness intensity and character. Balance between aroma and bitterness levels determined bitterness character. AbstractThe effect of hop aroma on perceived bitterness intensity, character and temporal profile of beer was investigated. A hop aroma extract was added at 3 levels (0, 245, 490 mg/L) to beers at low, medium and high bitterness. Beers were evaluated for perceived bitterness intensity, harshness, roundedness and linger by a trained panel using a rankrating technique at each bitterness level, with and without nose clips. The use of nose clips enabled the olfactory aspect to be decoupled from taste and mouthfeel aspects of bitterness perception. Results showed significant modification of perceived bitterness in beer by hop aroma depending on the inherent level of bitter-ness. These modifications were mainly driven by olfaction -in an example of taste-aroma interactions, as well as certain tactile sensations elicited by the hop aroma extract in the oral cavity. At low bitterness, beers with hop aroma added were perceived as more bitter, and of 'rounded' bitterness character relative to those without hop aroma. When judges used nose clips, this effect was completely eliminated but the sample was perceived to have a 'harsh' bitterness character. Conversely, at high bitterness, even when nose clips were used, judges still perceived beers containing hop aroma to be more bitter. These increases in bitterness perception with nose clips indicates the stimulating of other receptors, e.g. trigeminal receptors by hop aroma extract, which in tandem with the high bitterness, cause perceptual interactions enhancing bitterness intensity and also affecting bitterness character. Bitterness character attributes such as 'round' and 'harsh' were found to significantly depend on bitterness and aroma levels, with the second level of aroma addition (245 mg/L) giving a 'rounded' bitterness in low bitterness beers but 'harsh' bitterness in high bitterness beers. The impact of aroma on temporal bitterness was also confirmed with time-intensity measurements, and found to be mostly significant at the highest level of hop aroma addition (490 mg/L) in low bitterness beers. These findings represent a significant step forward in terms of understanding bitterness flavour perception and the wider impact of hop compounds on sensory perception.