| Abstract: | The relative liking or disliking that beer drinkers have for characteristics generally regarded as off‐flavours by brewers, namely lightstruck and stale, has been explored in a consumer trial where products are presented branded and unbranded. Drinkers display a significant preference for fresh over lightstruck product, irrespective of branding. By contrast, drinkers seemed to be less clear about their liking or otherwise for stale character, although in this case they clearly prefer the branded product over the unbranded product when the beers are fresh and vice‐versa when the beer is aged. A stale version of a beer that consumers are familiar with fails to meet expectations for that product. Significant numbers of drinkers do declare a liking for lightstruck and aged character. |
