LOW ALCOHOL BEERS WHAT DOES ETHANOL BRING TO THE TABLE? Imogen Ramsey University of Nottingham 23 RD JANUARY 2018

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1 LOW ALCOHOL BEERS WHAT DOES ETHANOL BRING TO THE TABLE? Imogen Ramsey University of Nottingham 23 RD JANUARY 2018

2 Agenda Introduction Why investigate low alcohol beer? Investigating the impact of ethanol Study aims Materials and methods Results Follow up questionnaire Summary Why is this research relevant to brewers?

3 What is low or nonalcoholic beer? Definitions: Type European Union United States Alcohol free beer/ nonalcoholic beer 0% ABV Low alcohol beer Lower alcohol beer % ABV PRODUCTION: Restricted fermentation Ethanol removal

4 THE MARKET THE original non-alcoholic lagers THE NEw NoNalcoholic lagers WHEAT AND isotonic BEERS CRAFT NoN- ALCOHOLIC BEERS

5 what S THE PoiNT? Increase in alcohol related health issues Consumers limiting their alcohol consumption Increased sales of low/non-alcoholic beer Multinational companies emphasising responsible drinking Supermarkets introducing largest range of low/nonalcoholic drinks

6 in THE NEwS.

7 Determining the change of liking and sensory attributes over time in lager THE INFLUENCE OF ETHANOL CONCENTRATION

8 aims Consumer Liking of Products Liking Over Time Overall Liking Influence of Ethanol Concentration on Liking Flavours: - Fruity Malty Hoppy Tastes: - Bitter Sweet Sour Mouthfeel: - Fullness/Body Tingly Sensation Alcohol Warming Sensation Astringent Sensory Attributes Influenced by Ethanol

9 METHODOLOGY Sensory evaluation 101 consumers recruited Attendance at 2 x 1 hour sensory sessions Session 1 - Familiarisation - Liking over time (TI of liking) - Overall liking Session 2 - Familiarisation - Sensory attributes over time (TCATA) 4 Experimental Samples 0, 0.5, 2.8, 5% ABV 0 seconds Swallow the sample 10 seconds 60 seconds

10 OVERALL LIKING Does the ethanol concentration influence consumers liking of the beer? Do consumers differ in their liking of the beer samples?

11 Overall Liking Cluster analysis n=23 a a n=50 a a a n= b b b b ab a Cluster 1 = alcohol likers Cluster 2 = beer likers Cluster 3 = no/low alcohol likers or alcohol dislikers Cluster 1 Cluster 2 Cluster3 0% Experimental 0.5% Experimental 2.8% Experimental 5% Experimental c

12 TEMPORAL CHECK ALL THAT APPLY (TCATA) How do the attributes cited in TCATA change with different concentration of ethanol in beer?

13 Data Proportions TCATA COMPARISON % Beer vs 5% Beer Analysis of citation rates between ALL products showed significant differences for sweetness, fullness/body and alcohol warming sensation 0% Beer maltier and more astringent % Beer has sweeter taste, alcohol warming sensation, increased 0 fullness, 2 4 increased fruity flavour, increased tingly sensation Time (s) Malty Flavour Hoppy Flavour Fruity Flavour Bitter Taste Sweet Taste Sour Taste Fullness/Body Alcohol Warming Sensation Tingly Sensation Astringent Mouthfeel

14 TCATA

15 TCATA vs TI of Liking How do sensory attributes correspond to liking over time?

16 Drivers of Liking/Disliking Cluster 1 ( alcohol likers ) Cluster 2 ( beer likers ) Cluster 3 (no/low alcohol likers ) Positive influence (p<0.05) Negative influence (p<0.05) C1 = Are these consumers actually positively influenced by mouthfeel? Body, tingly Malty, sour, bitter Malty, alcohol, sweet Astringent, tingly C2= Are these consumers actually positively influenced by flavours and negatively by mouthfeel? Sour, tingly Malty, astringent, sweet, bitter C3= Are these consumers actually positively influenced by CO2?

17 FOLLOW UP QUESTIONNAIRE RESULTS

18 75% consumers pay on average 3-5 for a 4 pack of standard beer - only 50% would pay this for low/nonalcoholic beer. 52% consumers never drink low/nonalcoholic beer, 13% drink this once a week. Consumers mainly chose to drink a low/non-alcoholic beer if they were driving or didn t want to get tipsy/drunk Most consumers would drink a standard beer AND a low/non-alcoholic beer in a pub Consumers mainly chose NOT to drink a low/non-alcoholic beer as they ve tried one before and didn t like it or they wanted the buzz from alcohol

19 Most consumers felt that a low/nonalcoholic beer is LOWER in terms of This shows FULLNESS, there is AROMA, a long way TASTE, to go COST, in terms of changing APPEAL, consumers ENJOYMENT perception & CALORIES of low/nonalcoholic to standard. beer They did compared however believe it would be the SAME in terms of QUALITY.

20 SUMMARY Aim: how liking and sensory attributes change over time in lager with different alcohol concentrations No significant difference in liking data over all different ethanol concentration samples Further analysis showed liking data found three different clusters of consumers with different preferences Sensory attribute data found significant differences in higher ethanol concentration beers compared to non-alcoholic beers Further analysis showed early and later onset attributes for each ethanol concentration sample through the use of TCATA Liking & disliking of clusters was found by combining liking and sensory attribute data Follow up questionnaire data showed that there is a way to go in changing consumers perception of low alcohol beer

21 Why is this research important for brewers? Discovering that a large segment of consumers showed no significant difference in overall liking between samples with different ethanol concentrations Using drivers of liking/disliking data to target a specific cluster of consumers when developing a new low alcohol beer Learning that ethanol positively contributes to key attributes in beer, which were found as sweetness, fullness/body and alcohol warming sensation Using this information to help in the development of a low alcohol beer, focusing on these attributes in the final product

22 CHEERS! FOR LISTENING Any questions? With thanks to: My supervisors Joanne Hort, Becki Ford and Ian Fisk Carolyn Ross Consumer panel Sponsors - Campden BRI and BBSRC