Concept test for the production of specialty beers

Specialty beers are becoming an entrenched part of the beer market. For beer consumers product creativity is an important strategy in obtaining market share in a European market exhibiting little growth. Conjoint analysis is an effective tool to evaluate new product variants in terms of acceptance and potential profitability. This is valuable in the actual scenario of increased pressure on brewers to maintain a competitive place in the market which calls for the need to translate consumer demand and expectations into manufacturing designed to produce the best product in a short period of time. In light of an increase in demand for specialty beers , a concept conjoint study was conducted with Italian beer consumers to assess the importance of ingredients, sensory characteristics, production techniques, and price attribution to the intended use of specialty beers.