The influence of training and expertise on the multisensory perception of beer: A review

Commercial craft beers produced in Uruguay: Volatile profile and physicochemical composition

Even beer being the most consumed alcoholic beverage around the world, there is not enough information generated for craft beers produced in Latin America, for either volatile profiles or physicochemical studies. In this work, the chemical and volatile components of ten commercial Blond Ale and nine Indian Pale Ale (IPA) beers from the Uruguayan market were studied using GC-MS. Principal component analysis applied to the data allowed differentiation among the two groups of samples while the volatile compounds and physicochemical parameters responsible for these differences were identified. The physicochemical properties revealed a great diversity between all beer samples even within the same beer style. The main significant differences were obtained for alcohol, polyphenols, bitterness, colour, and pH. Most Blond Ale beer samples were differentiated from IPA ones by raw fermentation aroma compounds such as 1-pentanol, 1-hexanol, hexanoic and isobutyric acids, 4-vinyl guaiacol, and 5,5-dimethyl-2(5H)-furanone. This is the first work that contributes to the knowledge of Uruguayan craft beers. The study also showed the ability of most of the Uruguayan microbreweries to brew Blond Ale and IPA craft beer styles that meet international standards for physicochemical quality.

Mapping the Sensory Fingerprint of Swedish Beer Market through Text and Data Mining and Multivariate Strategies

The continuous increase of online data with consumers’ and experts’ reviews and preferences is a potential tool for sensory characterization. The present work aims to overview the Swedish beer market and understand the sensory fingerprint of Swedish beers based on text data extracted from the Swedish alcohol retail monopoly (Systembolaget) website. Different multivariate strategies such as heatmaps, correspondence analysis and hierarchical cluster analysis were used to understand the sensory space of the different beer styles. Additionally, sensory space for specific hop cultivars was also investigated. Results highlighted Gothenburg as the main producing area in Sweden. The style Indian Pale Ale (IPA) is the largest available at the retail monopoly. From a sensory perspective, commonalities and differences were found between beer types and styles. Based on the aroma description, different types of ale and lager can cluster together (such as Porter and Stout and Dark lagers). Additionally, an associative relationship between specific aromas and hop cultivars from text data information was successfully achieved.

Virtual Terroir and the Premium Coffee Experience

With its origin-centric value proposition, the specialty coffee industry seeks to educate consumers about the value of the origin of coffee and how the relationship with farmers ensures quality and makes coffee a premium product. While the industry has widely used stories and visual cues to communicate this added value, research studying whether and how these efforts influence consumers' experiences is scarce. Through three experiments, we explored the effect of images that evoke the terroir of coffee on the perception of premiumness. Our results revealed that online images that resembled the broad origin of coffee (i.e., a farm) could influence premiumness expectations of coffee (Experiment 1). Similarly, a virtual reality environment that depicted this broad origin (vs. a control but not a city atmosphere) could enhance the perception of coffee premiumness for non-expert consumers (Experiment 2) and the enjoyment of the experience for coffee professionals (Experiment 3). Importantly, we found that congruence between the coffee and the virtual reality (VR) atmospheres mediated how much non-experts enjoyed the experience (Experiment 2). VR atmospheres also influenced expectations of sweetness and acidity for non-experts (Experiment 2). These findings serve as a steppingstone for further exploration of the effects of congruence between visual cues and product/brand attributes on premiumness expectations and perception, and more generally on consumer experience. From a practical standpoint, this study provides insights into key aspects for the development of immersive virtual product experiences.

Categorizing Smells: A Localist Approach

Humans are poorer at identifying smells and communicating about them, compared to other sensory domains. They also cannot easily organize odor sensations in a general conceptual space, where geometric distance could represent how similar or different all odors are. These two generalities are more or less accepted by psychologists, and they are often seen as connected: If there is no conceptual space for odors, then olfactory identification should indeed be poor. We propose here an important revision to this conclusion: We believe that the claim that there is no odor space is true only if by odor space, one means a conceptual space representing all possible odor sensations, in the paradigmatic sense used for instance for color. However, in a less paradigmatic sense, local conceptual spaces representing a given subset of odors do exist. Thus the absence of a global odor space does not warrant the conclusion that there is no olfactory conceptual map at all. Here we show how a localist account provides a new interpretation of experts and cross-cultural categorization studies: Rather than being exceptions to the poor olfactory identification and communication usually seen elsewhere, experts and cross-cultural categorization are here taken to corroborate the existence of local conceptual spaces.

Expertise Shapes Multimodal Imagery for Wine

Although taste and smell seem hard to imagine, some people nevertheless report vivid imagery in these sensory modalities. We investigate whether experts are better able to imagine smells and tastes because they have learned the ability, or whether they are better imaginers in the first place, and so become experts. To test this, we first compared a group of wine experts to yoked novices using a battery of questionnaires. We show for the first time that experts report greater vividness of wine imagery, with no difference in vividness across sensory modalities. In contrast, novices had more vivid color imagery than taste or odor imagery for wines. Experts and novices did not differ on other vividness of imagery measures, suggesting a domain-specific effect of expertise. Critically, in a second study, we followed a group of students commencing a wine course and a group of matched control participants. Students and controls did not differ before the course, but after the wine course students reported more vivid wine imagery. We provide evidence that expertise improves imagery, exemplifying the extent of plasticity of cognition underlying the chemical senses.