年轻消费者黄酒饮用温度偏好研究

饮用温度会影响酒精饮料的感官特征，进而影响消费者的接受度和喜好性。采用选择合适项目法(Check-All-That-Apply, CATA)探究了不同饮用温度下半干型和半甜型绍兴黄酒的感官特征以及年轻消费者对饮用温度的偏好性。结果显示，半干型黄酒和半甜型黄酒共有17种感官属性和10种情绪属性受饮用温度的显著影响，且两种黄酒均在4℃时具有最高的消费者喜好度评分。Penalty分析表明，涩味和辛辣感是降低消费者喜好度的关键属性，甜味和鲜味可以提升消费者对半甜黄酒的喜好度。偏好性分析显示，80%以上的年轻消费者在饮用半干型和半甜型黄酒时偏好4、10和16℃的饮用温度，同时有40%～60%的年轻消费者偏好36℃及以上温度的半甜型黄酒，仅有20%以下的消费者对常温的两种黄酒以及热饮的半干型黄酒具有偏好性。总体而言，年轻消费者更偏好较低饮用温度的绍兴黄酒。通过探究饮用温度对年轻消费者黄酒饮用偏好的影响，为黄酒市场开拓和新产品开发提供了理论依据。

Research on young consumers’preference on serving temperature of Huangjiu

Serving temperature affects the sensory characteristics of alcoholic beverages,which in turn affects consumer acceptance and preference.The Check-All-That-Apply(CATA)method was used to explore the sensory characteristics of semi-dry and semi-sweet Shaoxing Huangjiu at different serving temperatures and young consumers’preference.Results indicated that 17 sensory and 10 emotional attributes differed significantly among semi-dry and semi-sweet Huangjiu served at eight temperatures,and both kinds of Huangjiu had the highest consumer preference scores at 4℃.Penalty analysis showed that astringency and pungency were key attributes that reduced consumer preference,sweetness and umami could enhance consumers’preference for semi-sweet Huangjiu.Preference mapping analysis showed that more than 80%of young consumers prefer 4,10 and 16℃when drinking semi-dry and semi-sweet Huangjiu,but at the same time,40%-60%of young consumers preferred semi-sweet Huangjiu at 36℃and above,only 20%of consumers liked to drink two kinds of Huangjiu at room temperature and semi-dry Huangjiu heated.Generally speaking,young consumers prefer Shaoxing Huangjiu with a lower serving temperature.By exploring the influence of serving temperature on the drinking preference of Huangjiu among young consumers,it lays a foundation for Huangjiu new product development.