Visual expectation of craft beers in different glass shapes

Abstract

The objective of this work was to evaluate the expectations of consumers and specialists of craft beers regarding the visual impact of different styles of craft beer served in different beer glasses. An online survey was designed to determine the effect of different shaped glasses on consumer expectations of craft beer. A total of 252 answers from craft beer consumers and 19 responses from beer experts were collected. Respondents were asked about their impressions and expectations regarding five craft beers of different colors, served in seven beer glasses. The responses were summarized and analyzed using descriptive and multivariate statistics. The data revealed that the color of craft beers influenced the expectations of consumers and experts, so that craft beer with similar colors was associated with the same glass shape. It was concluded that the beer glass shape could directly influence the consumer expectancy on craft beers. Practical applications This is the first work in the literature that explores the visual aspect of photos of different‐colored craft beers served into distinct glass shapes. These photos were used to understand the expectations of craft beer consumers regarding the craft beer/glass shape combination. This study demonstrates that the shape of the glass can influence consumer expectations regarding different craft beers. Thus, bar or pub owners can use the most expected combination of beer glasses and craft beer to deliver a better experience to their consumers. Additionally, our findings can also lead to market strategies by defining a specific combination of craft beer and glass shape that the consumers expect to see.

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

“…Women place more significance than men on flavor (57.15%); price (23.81%) is approximately less trice important as flavor, and more important than brand (19.04%). The research showed that pleasure and distinct flavor of craft beers are important factors for consumers (men and women), also the curiosity for new products and the search for new experiences (Ribeiro et al, 2020).…”

“…Women as not frequent consumers was in the same quadrant as traditional beer with low bitterness. The (men and women), also the curiosity for new products and the search for new experiences (Ribeiro et al, 2020).…”

Adding fun or function: Considering new product formulations for market expansion with a focus on hangover solutions

“…We controlled for several alternative drivers of participants' reactions to the stimuli. We collected behavioral data of the participants, including their drinking capacity and drinking frequency, as these are often used as control variables in sensory studies related to alcoholic beverage consumption (Jantzi, Hayward, Barton, Richardson, & McSweeney, 2020; Moss, Barker, & McSweeney, 2021; Ribeiro et al, 2021). Participants' sociodemographic characteristics, including age and gender, were also collected.…”

Explaining Visual Shape–Taste Crossmodal Correspondences

“…That said, when people are aware of the shape properties of the glass that they are drinking from (which is normally the case), then serving beer and wine in curved glasses brings out the fruitiness in the drink (Cliff, 2001;Delwiche and Pelchat, 2002;Mirabito et al, 2017; see also Ribeiro et al, 2021). In such cases, while it may be natural to consider the shape features of the glassware as affecting physicochemical properties of the volatiles in headspace over the glass, it would seem more likely that it is the psychologicallydetermined crossmodal correspondence between taste and shape that is really doing the work in terms of automatically priming taste expectations, especially given research showing that simply varying outer texture of drinking vessel can also bias taste ratings (see Van Rompay and Groothedde, 2019;Van Rompay et al, 2017.…”