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

Abstract

AbstractThe consumption of craft and specialized beer across the world has changed, since it passed from something little known to a familiar product among consumers, which has led to brewers incorporating new flavors and ingredients in beer. Regarding this subject, this study aimed to determine physical–chemical properties, acceptability, and gender behavior on beers with Rubim and Mastruz as hops bitterness substitution, following the proportion: 25, 50, 75, and 100%. A consumer trial (n = 84) was conducted to determine acceptability of nine beers. The participants were asked to rate their opinion about the color, aroma, flavor, overall acceptance, and bitterness intensity. Consumers assessed purchase intention. The hops bitterness substitution affected physical–chemical and sensory properties of beers. International bitterness units (IBU) decreased with increased levels of hops substitution, and the sensorially bitterness was felt by men and women. All beers presented purchase intention for men and women. Gender influenced choices and purchase intention of beers, since women usually look for new flavors, as men are mostly influenced by previous experiences and friendship recommendation.Practical applicationsThis study brings significant information about the factors considered by consumers when they purchase and consume craft beer, aiming the influence by gender. The results were obtained by simple sensory methodologies, such as hedonic scales values, which took into consideration the consumers' appraisal and evaluated it by multivariate approaches, as Principal component analysis (PCA). With the emergence of craft beers, the results of this study emphasize consumer characteristics that can describe the relationship between perceived sensory complexity and appraisal, as well as evaluate how beer knowledge and familiarity with beer impact their decisions, which will help craft brewers market their beers effectively.