Product categorization of Korean rice wine (makgeolli) compared to beer and wine using sensory evaluation methods

IF 1.6 3区农林科学 Q3 FOOD SCIENCE & TECHNOLOGY

Journal of Sensory Studies Pub Date : 2024-03-12 DOI:10.1111/joss.12904

Barry Wong, Megan Phillips, Rothman Kam

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引用次数: 0

Abstract

This study aims to investigate the product categorization and characterization of makgeolli (Korean rice wine [KRW]) among beer and wine samples. Projective mapping with ultra-flash profiling (PM with UFP) (n = 68) was conducted with 12 alcoholic beverage samples, including wines, beers, and makgeolli, and showed that participants characterized wine based on fruitiness, beer on bitterness, and makgeolli on sourness. s showed that PM with UFP had a combined explained variance of 47.4% with beer, wine, and makgeolli grouped separately. However, when participants were separated based on wine knowledge, low wine knowledge participants placed Shiraz close to makgeolli indicating participants were using a different metric in grouping the alcoholic beverage samples. When participants were tasked with using polarized sensory positioning (n = 91) to characterize makgeolli and wines, participants regardless of wine knowledge showed that wine and makgeolli had unique sensory traits and thus should be categorized differently.

Practical Applications

Research on KRW (makgeolli) is relatively limited in Western societies and this study attempts to understand how participants categorize makgeolli in New Zealand among different alcoholic beverages using projective and characterizing methods. Based on the categorization theory, it is important to position the product properly in the food and beverage categories as consumers may use the category cues to evaluate makgeolli and use products such as beer or wine within the same category as price anchors for makgeolli's price in the market. The results showed that participants categorize makgeolli differently compared to wine and beer; therefore, it would be beneficial to position makgeolli separately. Practical applications may include creating a separate section on a restaurant beverage menu, a webpage on an alcoholic beverage seller's website, or a small sub-section on the retail store shelf. Placing makgeolli in the wine section as previously suggested is not recommended.

Abstract Image

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用感官评价方法对韩国米酒（makgeolli）与啤酒和葡萄酒进行产品分类

本研究旨在调查啤酒和葡萄酒样品中 makgeolli（韩国米酒 [KRW]）的产品分类和特征。研究结果表明，参与者根据果味对葡萄酒进行定性，根据苦味对啤酒进行定性，根据酸味对米曲酒进行定性。然而，当根据葡萄酒知识对参与者进行分组时，葡萄酒知识水平较低的参与者将设拉子酒放在了makgeolli附近，这表明参与者在对酒精饮料样品进行分组时使用了不同的标准。当让参与者使用极化感官定位（n = 91）来描述红酒和葡萄酒时，无论参与者是否具有葡萄酒知识，他们都认为葡萄酒和红酒具有独特的感官特征，因此应进行不同的分类。本研究试图通过投射法和特征描述法，了解新西兰的参与者如何对不同酒精饮料中的玛歌利进行分类。根据分类理论，在食品和饮料类别中对产品进行正确定位非常重要，因为消费者可能会使用类别线索来评估玛格利酒，并使用同一类别中的啤酒或葡萄酒等产品作为玛格利酒在市场上的价格锚。研究结果表明，与葡萄酒和啤酒相比，参与者对红曲的分类不同；因此，对红曲进行单独定位是有益的。实际应用可能包括在餐厅饮料菜单上设立一个单独的部分，在酒类销售商的网站上设立一个网页，或者在零售店的货架上设立一个小的分区。不建议按照之前的建议将麦芽酒放在葡萄酒区。

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来源期刊

Journal of Sensory Studies 工程技术-食品科技

CiteScore

3.80

自引率

20.00%

发文量

审稿时长

18-36 weeks

期刊介绍： The Journal of Sensory Studies publishes original research and review articles, as well as expository and tutorial papers focusing on observational and experimental studies that lead to development and application of sensory and consumer (including behavior) methods to products such as food and beverage, medical, agricultural, biological, pharmaceutical, cosmetics, or other materials; information such as marketing and consumer information; or improvement of services based on sensory methods. All papers should show some advancement of sensory science in terms of methods. The journal does NOT publish papers that focus primarily on the application of standard sensory techniques to experimental variations in products unless the authors can show a unique application of sensory in an unusual way or in a new product category where sensory methods usually have not been applied.