Visual expectation of craft beers in different glass shapes

Abstract

AbstractThe objective of this work was to evaluate the expectations of consumers and specialists of craft beers regarding the visual impact of different styles of craft beer served in different beer glasses. An online survey was designed to determine the effect of different shaped glasses on consumer expectations of craft beer. A total of 252 answers from craft beer consumers and 19 responses from beer experts were collected. Respondents were asked about their impressions and expectations regarding five craft beers of different colors, served in seven beer glasses. The responses were summarized and analyzed using descriptive and multivariate statistics. The data revealed that the color of craft beers influenced the expectations of consumers and experts, so that craft beer with similar colors was associated with the same glass shape. It was concluded that the beer glass shape could directly influence the consumer expectancy on craft beers.Practical applicationsThis is the first work in the literature that explores the visual aspect of photos of different‐colored craft beers served into distinct glass shapes. These photos were used to understand the expectations of craft beer consumers regarding the craft beer/glass shape combination. This study demonstrates that the shape of the glass can influence consumer expectations regarding different craft beers. Thus, bar or pub owners can use the most expected combination of beer glasses and craft beer to deliver a better experience to their consumers. Additionally, our findings can also lead to market strategies by defining a specific combination of craft beer and glass shape that the consumers expect to see.