The influence of musical song and package labeling on the acceptance and purchase intention of craft and industrial beers: a case study

Abstract Among non-sensory characteristics, package labeling and music may influence beer consumers’ attitudes and behaviors. The present study sought to evaluate the influence of these characteristics on sensory acceptance and intent to purchase craft beer (Summer Ale) and industrial beer (American Lager), both produced in Brazil. Song 1 was from the acoustic pop rock genre and song 2 from the sertanejo universitario 1 genre. Sessions were conducted with 74 consumers under the following conditions: blind test, test in the presence of the songs, test in the presence of the package and test in the presence of both non-sensory characteristics together. Under many studied conditions, industrial beer showed better evaluation scores than craft beer. Music positively influenced the beer ratings. The label positively influenced acceptance scores and intent to purchase craft beer, while for industrial beer it tended to cause a negative impact. The presence of either song, along with the label, positively influenced the acceptance and intent to purchase craft beer. This study demonstrates to the R&D sector of craft and industrial breweries that they can use the influence of these non-sensory characteristics in the elaboration of new labels, and to use the influence of songs on consumer acceptance so they can offer products with more added value to the market.