Sensory & Emotional Profiling of Wine, Beer and Non-Alcoholic Beer

Propositions 1. Wine is calm and loving, beer is adventurous and energetic. (this thesis) 2. The name of “non-alcoholic beer” is a key part in its failure. (this thesis) 3. The lengthy process of scienti c publishing is slowing down the progress of science and innovation. 4. Metaphorical meaning of words are more valuable than p-values. 5. Consumers will always provide an answer, even to silly questions. 6. Only the Dutch correctly refer to the weather for their mood status. Propositions belonging to the PhD thesis, entitled: ‘A ﬂ avour of emotions: sensory & emotional proﬁ ling of wine, beer and non-alcoholic beer’ Ana Patrícia Silva Wageningen, June 26th, 2017 A flavour of emotions Sensory & emotional profiling of wine, beer and non-alcoholic beer Ana Patrícia Silva Thesis committee Promotor Prof. Dr Kees de Graaf Professor of Sensory Science and Eating Behaviour Wageningen University & Research Co-promotors Dr Gerry Jager Associate professor, Division of Human Nutrition Wageningen University & Research Dr Manuela Pintado Associate professor, Escola Superior de Biotecnologia Universidade Católica Portuguesa, Portugal Other members Prof. Dr Edith J.M. Feskens, Wageningen University & Research Dr Carolina Chaya, Technical University of Madrid, Spain Prof. Dr Emely W.M.L. de Vet, Wageningen University & Research Dr Elizabeth H. Zandstra, Unilever R&D Vlaardingen, the Netherlands This research was conducted under the auspices of the Graduate School VLAG (Advanced studies in Food Technology, Agrobiotechnology, Nutrition and Health Sciences). A flavour of emotions Sensory & emotional profiling of wine, beer and non-alcoholic beer Ana Patrícia Silva Thesis submitted in fulfilment of the requirements for the degree of doctor at Wageningen University by the authority of the Rector Magnificus Prof. Dr A.P.J. Mol, in the presence of the Thesis Committee appointed by the Academic Board to be defended in public on Monday 26 June 2017 at 4 p.m. in the Aula. Ana Patrícia Silva "A flavour of emotions. Sensory & emotional profiling of wine, beer and non-alcoholic beer" 182 pages. PhD thesis, Wageningen University, Wageningen, The Netherlands (2017). With references, with summaries in English and Portuguese. ISBN: 978-94-6343-174-3 DOI: http://dx.doi.org/10.18174/412275 To Carolina and Rodrigo Chapter 1 General Introduction 9 Chapter 2 Cheers, Proost, Saúde: cultural, contextual and 23 psychological factors of wine and beer consumption in Portugal and in the Netherlands Chapter 3 Functional or emotional? How Dutch and Portuguese 47 conceptualise beer, wine and non-alcoholic beer consumption Chapter 4 What’s in a name? The effect of congruent and incongruent 73 product names on liking and emotions when consuming beer or non-alcoholic beer in a bar Chapter 5 Temporal dominance of sensations, emotions and temporal 95 liking measured for two similar wines using a multi-sip approach Chapter 6 Effect of adding Hop aroma in beer – temporal sensory, 121 emotion and liking measurements Chapter 7 General Discussion 145 Summary 165 Summary in Portuguese 169 Acknowledgment 173 About the author 177 List of publications 178 Overview of training activities 181 Contents 01.Chapter 1 01. General Introduction General introduction | 11 General introduction | 11 Wine and beer are among the oldest alcoholic beverages and the most consumed worldwide (WHO, 2017). These beverages are well known for the sensory pleasure and short terms effects, such as relaxation, mood enhancement and social benefits (Charters & Pettigrew, 2008; Peele & Brodsky, 2000). A recent study suggested that moderate wine and beer consumption may contribute to a general emotional well-being of consumers by e.g. improving mood and reducing mental stress (Schrieks, 2015). However, it remains unclear what are the specific emotions evoked by wine versus beer consumption. 1 From a nutritional perspective, wine and beer are interesting beverages to study since patterns of consumption determine their effects on health and well-being. In some countries, when consumed in moderation, wine and beer are socially accepted as part of a healthy and balanced diet, because of their nutritional profile (FAO, 2017). Non-alcoholic beer is a relatively new beverage in the market and considered a healthier beverage than soft drinks and alcoholic beverages, due to its low caloric composition and absence of alcohol content (Sohrabvandi et al., 2010). Besides the similarities with beer, non-alcoholic beer does not seem to be an appealing beverage to consumers, since patterns of consumption are marginal compared to wine and beer consumption (APCV, 2013; Jongh et al., 2016; OIV, 2012). One of the main challenges of food research is encouraging consumers to adopt healthier choices to reduce lifestyle-related problems (Grunert, 2016). In light of an increased relevance of moderate/low alcohol consumption in the diet, it is important from a public health perspective to understand consumer´s perception of alcoholic versus non-alcoholic beverages. Therefore, we need to know the patterns and habits of consumption as well as the main contextual and psychological determinants that characterise and influence the drinking experience of different beverages. To understand consumption experiences a relatively new model - conceptual profiling - has been applied to characterise and differentiate different food products (Gutjar, 2015; Ng et al., 2013b; Thomson & Crocker, 2015; Thomson et al., 2010). Conceptual profiling is derived from the combination of the sensory perceptions of a product with its conceptualisations, i.e. functional and emotional cognitive associations that consumers assign to a specific product (Thomson, 2016). Our understanding of the influence that emotions have on consumption experience is still limited. Therefore, in this thesis we compare sensory and emotion profiles aroused during wine, beer and non-alcoholic beer consumption, focusing on processes that play a role in consumption experience represented in Figure 1. This research will contribute to differentiate the beverages, between and within product categories, providing a better understanding of consumption experience and beverage choice. 12 | Chapter 1 General introduction | 13 This general introduction starts with the context of wine, beer and non-alcoholic beer consumption, followed by a description of emotional and conceptual profiling and how they can be measured. Lastly, the aim and thesis outline are described. Determinants Beverage Expectations Drinking First Sensations Last SIP Emotions SIP 1 of consumption conceptualisation experience Liking • • Emotions Emotions Liking Liking Chapter 2 Chapter 3 Chapter 4 Chapters 5, 6 Figure 1 | Schematic overview of the processes of consumption experience approached in this thesis Contextualisation of wine, beer and non-alcoholic beer consumption Wine and beer consumption are an integral part of European life and culture, which in part define the diets of many Europeans. Drinking experiences and expectations include a cultural dimension (Peele & Brodsky, 2000). Portugal is classically perceived to be a wine country. It has a long cultural heritage of wine production and consumption, and wine is an important component of the national diet and food culture (Duarte et al., 2010; Panzone & Simões, 2009). The Netherlands is typically perceived as a beer country and considered to have a cultural, social and economic comparable relation with beer (NeBs, 2015). As there is no universal definition of moderate alcohol consumption, each country has its own guidelines for moderate alcohol consumption which may change over time (FAO, 2017). For instance, Portugal follows the Mediterranean diet, and wine consumption is accepted when it does not exceed two glasses/day for men and one glass/day for women, preferably within a meal (Pinho et al., 2015). However, in the Netherlands the actual guidelines recommend not to drink alcohol or no more than one glass a day (Gezondheidsraad, 2015). Non-alcoholic beer is a relatively new beverage in the market, has no cultural background, and it is certainly not as popular as wine and beer. On the other hand, due to its low caloric composition and absence of alcohol content, is conceived to be a healthier beverage compared to alcoholic beverages and soft drinks (Sohrabvandi et al., 2010). Nevertheless, non-alcoholic beer does not seem as appealing as wine and beer, since patterns of non- alcoholic beer consumption in Portugal and in the Netherlands are marginal (APCV, 2013; Jongh et al., 2016; OIV, 2012). As defined by Brányik et al. (2012), non-alcoholic beer is just General introduction | 13 a drop in the sea of the overall beer production. Given the increasing relevance of moderate alcohol consumption in consumer´s diet, it is important from the nutritional point of view, to study and compare consumer perceptions of wine, beer and non-alcoholic beer consumption. To understand consumer experience and beverage choice, we need to know how consumption patterns have evolved over the years in different cultures, and what are the most relevant contextual and psychological factors that influence the drinking experience. 1 Emotion profiling Food-evoked emotions Wine and beer consumption are well known for the pleasure of the flavour, short-term effects as relaxation, and are highly associated with high emotion context, such as social events and celebrations (Charters & Pettigrew, 2008; McCluskey & Shreay, 2011). Indeed, it is established that emotions play a role in the decision-making

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