Bottled vs. Canned Beer: Do They Really Taste Different?
Open Access
- 22 September 2016
- Vol. 2 (4), 25
- https://doi.org/10.3390/beverages2040025
Abstract
People often say that beer tastes better from a bottle than from a can. However, one can ask how reliable this perceived difference is across consumers. And, if reliable, one can further ask whether it is a purely psychological phenomenon (associated with the influence of packaging on taste perception), or whether instead it reflects some more mundane physico-chemical interaction between the packaging material (or packing procedure/process) and the contents. Two experiments were conducted in order to address these questions. In the main experiment, 151 participants at the 2016 Edinburgh Science Festival were served a special ‘craft beer’ in a plastic cup. The beer was either poured from a bottle or can (a between-participants experimental design was used). The participants were encouraged to pick up the packaging in order to inspect the label before tasting the beer. The participants rated the perceived taste, quality, and freshness of the beer, as well as their likelihood of purchase, and estimated the price. All of the beer came from the same batch (specifically a Session IPA from Barney’s Brewery in Edinburgh). None of the participants were familiar with this particular craft brew. Nevertheless, those who evaluated the beer from the bottle rated it as tasting better than those who rated the beer served from the can. Having demonstrated such a perceptual difference (in terms of taste), we then went on to investigate whether people would prefer one packaging format over the other when the beer from bottle and can was served blind to a new group of participants (i.e., when the participants did not know the packaging material). The participants in this control study (n = 29) were asked which beer they preferred. Alternatively, they could state that the two samples tasted the same. No sign of a consistent preference was obtained under such blind tasting conditions. Explanations for the psychological impact of the packaging format, in terms of differences in packaging weight (between tin and glass), and/or prior associations of quality with specific packaging materials/formats (what some have chosen to call ‘image molds’), are discussed.Keywords
Funding Information
- AHRC (AH/L007053/1)
This publication has 24 references indexed in Scilit:
- What’s in a name? The effect of congruent and incongruent product names on liking and emotions when consuming beer or non-alcoholic beer in a barFood Quality and Preference, 2017
- Music Influences Hedonic and Taste Ratings in BeerFrontiers in Psychology, 2016
- Characterization of the Migration of Hop Volatiles into Different Crown Cork Liner Polymers and Can CoatingsJournal of Agricultural and Food Chemistry, 2016
- Crossmodal correspondences between taste and shape, and their implications for product packaging: A reviewFood Quality and Preference, 2016
- Beer choice and consumption determinants when craft beers are tasted: An exploratory study of consumer preferencesFood Quality and Preference, 2015
- Sensory expectations based on product-extrinsic food cues: An interdisciplinary review of the empirical evidence and theoretical accountsFood Quality and Preference, 2014
- Investigating consumers’ representations of beers through a free association task: A comparison between packaging and blind conditionsFood Quality and Preference, 2013
- Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic CuesJournal of Consumer Research, 2008
- THE INFLUENCE OF PRODUCT PACKAGING ON YOUNG PEOPLE'S PALATABILITY RATING FOR RTDs AND OTHER ALCOHOLIC BEVERAGESAlcohol and Alcoholism, 2006
- Influence of Beer Brand Identification on Taste PerceptionJournal of Marketing Research, 1964