Phenylethyl alcohol (PEA), a major metabolite of Pichia anomala SKM-T fermentation, is known to have mild-warm and rose-honey-like flavor. This safe material is one of the most widely used of perfume and food products. In order to investigate the effect of PEA on pigment development in strawberries, the anthocyanin content, phenylalanine ammonia lyase (PAL) activity, and PAL mRNA transcript accumulation were determined in PEA-treated strawberries ( Fragaria ananassa cv. Maehyang). The anthocyanin content of PEA-treated fruit was less than that of controls throughout the experimental period. It appeared that PEA was an irreversible competitive inhibitor ( K i 0.09 μM) of PAL. The activity of PAL in PEA-treated fruit was inhibited, and PAL mRNA accumulation was also lower on the 15th day of storage. When PEA was applied to immature (green) strawberries, PEA-treated fruit failed to develop red pigmentation and PAL mRNA transcript accumulation was inhibited.