Global Beer Tasting Opportunities Yannick Ford ( Barth Innovations ) Presenting on behalf of Marie Pohler

In this presentation The use of sensory in breweries Increased awareness of sensory Different levels of sensory experience and knowledge Growing opportunities to practice different sensory assessments FlavorActiV Limited © 2012

Sensory a decade ago Reactive approach to brewing Cost Management Quality Control check Troubleshooting FlavorActiV Limited © 2012

Sensory in breweries Brewery Production Global or Regional Panel Descriptive profile: about 50 attributes information Brewery panel leader Decision support tool. Guidelines for rejection of beer. Process control focus. data 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 beer Brewery Production beer Brewery panel Acceptance / warehouse release with descriptive elements: 12 – 16 attributes report with recommendations FlavorActiV Limited © 2012

Sensory in breweries Combined tasks working principle QUALITY RATING Reject Accept 9 8 7 6 Fault Identification Isovaleric Butyric DMS 5 4 3 Intensity 2 1 1 2 3 4 Brand Characteristics Body Bitter Diacetyl Roasted/Nutty Too little Too much True to type 9 8 7 6 5 4 3 -3 -2 -1 1 2 3 FlavorActiV Limited © 2012

What we have learnt 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 FlavorActiV Limited © 2012

What we have learnt 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 (19/03/2012) FlavorActiV Limited © 2012

Evolution Curve Stages of Knowledge Evolution Over Time Can measure and understand 8 all flavour variables and consumer needs. 7 Can communicate and react to sensory data, and 6 guide product development, predict flavour effects Can translate consumer needs into product specifications, understand secondary processing variables and packaging effects 5 Stages of Knowledge Can understand consumer needs and identify new product opportunities 4 Can correlate objective descriptive data with consumer preferences and process information to understand primary variables 3 Can measure and describe product differences 2 Can identify product differences 1 Can measure hedonics and/or collect consumer preference data Evolution Over Time FlavorActiV Limited © 2012

Tasting Skills Development Specific Basic Training Specific Screening Taint net Taster Specific Basic Training Modules In-process Taster Specific Advanced Trials Taster Global / Regional Taster Selection Screening Basic Training Intermediate Training Advanced Training Expert Training Specific Intermediate Specific Screening Basic Training Shelf life Taster Acceptance Warehouse Taster Brewery Descriptive Taster FlavorActiV Limited © 2012

Sensory in breweries Brewery Production Global or Regional Panel Descriptive profile: about 50 attributes information Brewery panel leader Decision support tool. Guidelines for rejection of beer. Process control focus. data 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 beer Brewery Production beer Brewery panel Acceptance / warehouse release with descriptive elements: 12 – 16 attributes report with recommendations FlavorActiV Limited © 2012

Sensory 2012 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 FlavorActiV Limited © 2012

Sensory Assessment Taster Validation Scheme Track taste panel’s performance in breweries FlavorActiV Limited © 2012

Sensory Assessment Descriptive Panel Training Detection Identification Quantification FlavorActiV Limited © 2012

Sensory Assessment Descriptive profiling of beer Subtle A3 A2 A1 F2 F1 F3 B1 B3 C2 C1 C3 E3 E2 E1 G1 G2 G3 Hoppy Bitter Fruity Fermented l1 I2 I3 H2 * This is not actual data, and is used for demonstration purposes only. Complex FlavorActiV Limited © 2012

Sensory Assessment Descriptive profiling of beer Trial 1 Trial 2 Subtle A2 F2 F1 F3 B1 B2 A1 E3 E2 E1 Trial 1 A3 Trial 2 C2 C1 C3 G1 G2 G3 Hoppy Bitter Fruity Fermented l1 I2 I3 H1 * This is not actual data, and is used for demonstration purposes only. Complex FlavorActiV Limited © 2012

Sensory Assessment A 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. The Icon Plots break down the main areas of flavour contribution into their component flavour attributes (Maximum contribution =100%). OFI: Overall flavour index. A low score represents a lightly flavoured beer, and a high score represents a beer with very intense flavour characters. Origins Plot: a summary plot that shows the origin of the brand’s main flavour characters (Contribution (%) to overall beer flavour). The Taste and Mouthfeel Spider Plot shows the relative contribution of taste and mouthfeel characters to the brand identity (Scale is 0-10).

Sensory Assessment Consumer response - Preference mapping A powerful technique that integrates objective sensory data with subjective consumer preference data to: Sensory Research Consumer Research Brand A Brand B Brand C SWEET HONEY BITTER ISOAMYL ACETATE PAPERY HOPPY CARAMEL FLORAL MALTY FlavorActiV Limited © 2012

Bridging the gap Linking consumer language to technical language FlavorActiV Limited © 2012

Industry’s Requirements Knowing your beer: Effects of ageing/shelf-life Packaging interactions Ingredient consistency Process changes Brewery-to-brewery Month-to-month Country-to country FlavorActiV Limited © 2012

Customer Needs Knowing your consumer: Understand changing consumer needs: Preference / Terminology / Consumption / Key Attributes Integrate this information into a PD process to: Support existing products Develop new products Conduct a proven methodology in other countries FlavorActiV Limited © 2012

Summary 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 FlavorActiV Limited © 2012

Presented by Yannick Ford THANK YOU Presented by Yannick Ford on behalf of Marie Pohler FlavorActiV Limited © 2012