Conjoint Analysis to Define Beer Label and the Influence of Labeled Bottles and Music on the Sensory Profile of Craft and Industrial Beers

Abstract

Packaging label and music influence product acceptance and sensory profiling. This study defined the ideal label for a craft beer using the modified choice-based conjoint analysis (MCBCA), as well as the sensory profile of this craft beer and an industrial beer in two tests: a blind test and a test in the presence of the labeled bottle and of a sertanejo universitário song, using a rate-all-that-apply (RATA) list. MCBCA revealed that craft beer label's most favorable attributes included information on harmonization with food, a traditional-themed illustration, and a strong emphasis on the brand and beer type. The RATA list comprised descriptive attributes, affective terms, product-relevant phrases, and feelings. Nonsensory characteristics had a positive impact on the craft beer description but a negative impact on the industrial beer, with descriptors such as “watery,” negative affective terms memories for it. The influence of labeled bottles and music on consumers' sensory descriptions underscores the importance of nonsensory characteristics in the product's evaluation and success.