Does sensory quality assessed by beverage experts fit consumer acceptability? A study on cheongju

Cheongju is traditional fermented liquor consisting of the filtered moieties of rice wine. In this study, the sensory quality of cheongjus judged by beverage experts (e.g., sommeliers) were compared with its acceptability. Total 166 consumers evaluated the acceptability of the cheongju samples, and 10 sommeliers appraised the sensory quality. Descriptive analysis was conducted by 11 trained panelists, and the volatile compounds were identified by gas chromatography–mass spectrometry. Partial least square regression was performed to establish the association of the quality scores given by sommeliers (Y1) and the acceptability scores given by consumers (Y2) relative to the cheongju's sensory attributes or volatile compounds (Xs). The consumer acceptability was highly correlated with sweet notes and related volatile compounds, such as isoamyl alcohol. Conversely, sensory quality by sommeliers was highly correlated with sensory notes caused by alcoholic compounds. These results demonstrate how consumers' acceptance for cheongju may differ from a sommelier's quality appraisal.

Practical Applications

This study reported differentiations between sommeliers' appraisals and consumers' preferences for evaluating cheongju in terms of volatile compounds and descriptive sensory attributes. Key sensory attributes and volatile compounds were provided for each sommelier's appraisal and for consumers' preferences for cheongju. Overall, this study provides objective information on the discrepancies between sensory quality and hedonic notions of traditional liquor. Future studies should elaborate on the sommelier effect through tasking informed condition, as sommeliers' recommendations may affect customers' choices and satisfaction.