CRAFT BEER ADDED WITH PINK PEPPER: STUDYING PACKAGE, ACCEPTANCE AND PURCHASE INTENTION OF THE BEVERAGE

Non-traditional ingredients are being introduced in craft beers, such as pink pepper. The objectives of this study were to propose an optimal packaging for an American Pale Ale craft beer added with pink pepper and to investigate the influence of this ingredient and of the packaging on sensory acceptance and purchase intention. Through the focus group and modified choice-based conjoint analysis (MCBCA), it was determined the optimal packaging should be labeled "brown with pink writing", "bulged" format and illustration of "barley and hops". Afterward, two acceptance and purchase intention sessions were performed. First, a blind test, it was verified that the samples (control, without pink pepper, and beer added with pink pepper) had good sensory scores. Color, gasification, aroma, flavor, and purchase intention did not differ between the samples. Foam, bitterness and overall impression had lower acceptance in the pink pepper beer. In the test in the presence of the optimal packaging, all attributes and purchase intention of the pink pepper beer were positively influenced by the packaging. We observed the role of the packaging on consumers’ behavior. Moreover, the addition of pink pepper is a sensory viable alternative for making a distinctive American Pale Ale craft beer.MCBCA = modified choice-based conjoint analysis