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

2. 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
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3. Sensory a decade ago Reactive approach to brewing Cost Management
Quality Control check
Troubleshooting
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4. 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
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5. 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
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6. 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
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7. 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)
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8. 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
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9. 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
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10. 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

11. 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
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12. Sensory Assessment Taster Validation Scheme
Track taste panel’s performance in breweries
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13. Sensory Assessment Descriptive Panel Training Detection Identification
Quantification
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14. 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
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15. 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
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16. 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).

17. 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
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18. Bridging the gap Linking consumer language to technical language
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19. 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
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20. 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
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21. 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
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22. Presented by Yannick Ford
THANK YOU
Presented by Yannick Ford
on behalf of
Marie Pohler
FlavorActiV Limited © 2012