Purpose

This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.

Design/methodology/approach

Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.

Findings

The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.

Originality/value

To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.

中文翻译：

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啤酒花产地信息对精酿啤酒高度参与消费者感官和享乐评价的影响

目的

本文旨在探讨啤酒花原产地对高度参与的精酿啤酒消费者的感官和享乐评价的影响。

设计/方法/途径

数据是通过受试者间品尝实验收集的，其中啤酒花的来源被操纵（进口与本地种植）。实验中使用的精酿啤酒样品是使用相似年龄的啤酒花生产的，但生长在两个不同的地方：美国（进口啤酒花）和巴西里贝朗普雷图市，该市是进行实验的地方（本地种植的啤酒花）。高度参与的精酿啤酒消费者 ( n = 100) 在品尝样品后收集了感官和享乐评价。

发现

啤酒花的起源被证明对影响参与者的感官和享乐评价具有重要意义。据观察，女性比男性对来源信息更敏感：当提供信息时，仅在男性的干燥/涩味分数上存在差异；而在女性中，不仅在干爽/涩味方面存在显着差异，而且在苦味和清爽方面也存在显着差异，这些都是精酿啤酒感官特征的重要属性。还证实了当地对啤酒花种植的影响，一旦男性和女性对用当地种植的啤酒花酿造的样品的喜好得分更高。

原创性/价值

据作者所知，这是第一项使用巴西种植的啤酒花酿造精酿啤酒的工作，也是巴西精酿啤酒消费者的样本，因此为消费者行为领域做出了重大贡献。此外，它还增加了关于与食物的感官期望和感知有关的性/性别差异的讨论。