ABSTRACTIn this study, beer flavor attributes as well as preference were measured using linear rating scales. Each scale was undefined except for a descriptive term which anchored either end (e.g., Bitter….Not Bitter). This technique was used to determine if consumers could discriminate between three beers: two “light” and a third “Not‐So‐Light” beer brewed with more malt and hops and considered to be “more flavorful” than the others. Coded beers were presented to 200 untrained beer drinkers half of whom claimed to prefer “more flavorful” beer. The Not‐So‐Light beer was found to have greater flavor intensity, body, bitterness and aftertaste than the light beers. Those who prior to testing stated they preferred more flavorful beer were capable of detecting the flavor difference and among the three beers, p
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