global beer tasting opportunities yannick ford ( barth innovations ) presenting on behalf of marie...
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Global Beer Tasting Opportunities
Yannick Ford ( Barth Innovations )Presenting on behalf of
Marie Pohler
The use of sensory in breweries
Increased awareness of sensory
Different levels of sensory experience and knowledge
Growing opportunities to practice different sensory assessments
In this presentation
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Sensory a decade ago
Reactive approach to brewing
Cost Management
Quality Control check
Troubleshooting
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Sensory in breweries
Brewery Production
report with recommendations
Brewery panel leader
Decision support tool. Guidelines for rejection of beer. Process control focus.
data
Brewery panel
Acceptance / warehouse release with descriptive elements: 12 – 16 attributes
beer
report with recommendations
Global or Regional Panel Leader
Generation of Brand and Technical scores using a model. Summary of top flavour drivers for each score.
data
Global or Regional Panel
Descriptive profile: about 50 attributes
information
beer
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Combined tasks working principle
QUALITY RATING
Reject Accept
Fault Identification
IsovalericButyricDMS
Brand CharacteristicsBodyBitterDiacetylRoasted/Nutty
Intensity
Too little Too much
True to type
8
4
7
1
56
9
3
12
32 4
5678
34
9
-3 -2 -1 0 1 2 3
Sensory in breweries
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Increased awareness of the many different flavours found in beers today
Sensory practiced by millions every day – not just by manufacturers and in-house panels
Opportunity to extend sensory assessment to a wider audience
What we have learnt
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North American beer drinkers’ increased awareness in the surge of craft beers
Quality over Quantity
Greater focus on the beer’s flavour rather than the beer’s brand
What we have learnt
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(19/03/2012)
Sta
ges o
f K
now
led
ge
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6
5
4
3
2
1
Evolution Over Time
Can measure hedonics and/or collect consumer preference data
Can identify product differences
Can measure and describe product differences
Can correlate objective descriptive data with consumer preferences and process information to understand primary variables
Can understand consumer needs and identify new product opportunities
Can translate consumer needs into product specifications, understand secondary processing variables and packaging effects
guide product development, predict flavour effects
Evolution Curve
Can communicate and react to sensory data, and
Can measure and understand all flavour variables and
consumer needs.
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Global /RegionalTaster
Specific Intermediate
Specific Screening
Basic Training
Shelf lifeTaster
Specific Basic Training
Specific Screening
Taint netTaster
Specific Basic Training Modules
In-process Taster
Acceptance Warehouse
Taster
Specific Advanced
Trials Taster
BreweryDescriptive
Taster
Expert Training
AdvancedTraining
Intermediate Training
Basic Training
Tasting Skills Development
ScreeningSelection
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Sensory in breweries
Brewery Production
report with recommendations
Brewery panel leader
Decision support tool. Guidelines for rejection of beer. Process control focus.
data
Brewery panel
Acceptance / warehouse release with descriptive elements: 12 – 16 attributes
beer
report with recommendations
Global or Regional Panel Leader
Generation of Brand and Technical scores using a model. Summary of top flavour drivers for each score.
data
Global or Regional Panel
Descriptive profile: about 50 attributes
information
beer
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Depending on where you are on the evolution curve there are different tasting opportunities:
Screen, train and maintain a taste panel to any level of experience
Process information to understand primary variables
Correlate objective descriptive data with consumer preferences
Understand and translate consumer needs into product specifications
Sensory 2012
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Taster Validation SchemeTrack taste panel’s performance in breweries
Sensory Assessment
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Descriptive Panel Training
Sensory Assessment
Detection
Identification
Quantification
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Descriptive profiling of beer
B1
B3
C2
C1
C3
A3
A2
A1
H2l1
I2
I3
G1
G2
G3
E3
E2E1
F2
F1
F3
HoppyBitter
Subtle
FruityFermented
Complex* This is not actual data, and is used for demonstration purposes only.
Sensory Assessment
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Descriptive profiling of beer
* This is not actual data, and is used for demonstration purposes only.
B1
B2
A1
A2
A3
C2
C1
C3
F2
F1
F3
H1l1
I2
I3
G1
G2
G3
Trial 1Trial 2
HoppyBitter
FruityFermented
Subtle
Complex
E3
E2
E1
Sensory Assessment
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Sensory AssessmentA summary description that uses consumer-friendly terms while providing a technically accurate description of the brand flavour character.
A list of the flavour attributes that are to be expected in this brand.
A list of the flavour attributes that shouldn’t be found in this brand.
Origins Plot: a summary plot that shows the origin of the brand’s main flavour characters (Contribution (%) to overall beer flavour).
OFI: Overall flavour index. A low score represents a lightly flavoured beer, and a high score represents a beer with very intense flavour characters.
The Taste and Mouthfeel Spider Plot shows the relative contribution of taste and mouthfeel characters to the brand identity (Scale is 0-10).
The Icon Plots break down the main areas of flavour contribution into their component flavour attributes (Maximum contribution =100%).
Consumer response - Preference mappingA powerful technique that integrates objective sensory data with subjective consumer preference data to:
Sensory Research Consumer Research
0
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50
SWEET
ISOAMYL ACETATE
HOPPY
MALTYFLORAL
CARAMEL
PAPERY
HONEY BITTER
Brand A
Brand B
Brand C
Sensory Assessment
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Linking consumer language to technical language
Bridging the gap
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Effects of ageing/shelf-life
Packaging interactions
Ingredient consistency
Process changes
Brewery-to-brewery
Month-to-month
Country-to country
Industry’s Requirements
Knowing your beer:
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Understand changing consumer needs:Preference / Terminology / Consumption / Key Attributes
Integrate this information into a PD process to:Support existing productsDevelop new products
Conduct a proven methodology in other countries
Customer Needs
Knowing your consumer:
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Increased pressure for brands to meet consumer needs
Sensory evaluation – essential in quality control AND reaching your target audience
New sensory assessments bridging the gap between the industry’s needs and consumer requirements
Summary
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THANK YOU
Presented by Yannick Ford on behalf of Marie Pohler
FlavorActiV Limited © 2012