bottled vs. draft preference
DESCRIPTION
Bruce Krell & Pat NiedertTRANSCRIPT
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Bottled vs. Draft Beers
Bruce KrellPat NiedertApril 28, 2010
“The mental hangover”
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Bottled Beer
•Many bottled beers are very tasty. Even though they have undergone rapid heat treatment or pasteurization, most bottled beers manage to retain a pleasant flavor.
•Bottled beer has a shelf life of about three months so check the ‘sell by’ date before consuming a bottle.
•Sunlight or fluorescent light causes oxidation faster inside green or clear bottles than in brown bottles.
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Draft Beers
•The main reason that draft beer is popular is that it retains most of the flavor that it had when it was brewed.
•Also, its flavor is less affected by the packaging process than canned or bottled beer.
•Most keg beer doesn't require pasteurization or filtering before being kegged.
•Draft beer also scores over bottled and canned beer with its mouthfeel. When pouring beer from the tap, the rate of pour and the amount of carbon dioxide can seriously affect the taste sensation.
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Objective
•Determine which method is more popular
•Bottled or Draft Beers?
•Are there any variables which would change preference?
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How testing was performed
Date: April 19th-April 22nd Time: Between 4:00-7:00PM Location: Bart & Urby’s Downtown Bar
and Bistro Target Audience: Over 21 Drinking
Crowd Surveys: 40 (Every Other)
22 Females 18 Males
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Survey
11 Questions ranging from: Gender Age Income Beer Consumption Import vs. Domestic Environmental Changes for Drinking Taste Preference Overall
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One Sample Mean
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Do you normally drink import or domestic beer?
Import Vs. Domestic
43%
57%
Import
Domestic
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Imported PreferredChoice of Draft or Bottle
Import Preference
Draft29%
Bottle71%
Draft
Bottle
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Domestic PreferredChoice of Draft or Bottle
Domestic Preference
Draft 61%
Bottle39% Draft
Bottle
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Crowded EnvironmentChoice of Draft or Bottle
Crowded Environment
0
5
10
15
20
25
30
35
Draft Bottle
Type
# of
Peo
ple
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Outdoor EnvironmentChoice of Draft or Bottle
10
30
0
5
10
15
20
25
30
Draft Bottle
Outdoor Preference
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Sporting EventsChoice of Draft or Bottle
Sporting Events
Draft, 19, 48%Bottle, 21, 52%
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Overall Taste Difference
Difference in Taste Between Draft and Bottle
Yes77%
No23%
Yes
No
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Based on Difference, Overall PreferenceChoice of Draft or Bottle
Taste Preference Overall
Draft70%
Bottle30%
Draft
Bottle
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Preference Based on Age
Between 21 and 29
Between 30 and 39
Between 40 and 49
Between 50 and 59
Between 60 and 69
Over 700
2
4
6
8
10
12
Preference of Bottle or Draft Based on Age
BottleDraft
Age
Fre
quency
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Preference Based on Income
20,000 - Under 20,001 - 40,000 40,001 - 60,000 60,001 - 80,000 80,001 - 100,000 Greater Than 100,000
0
2
4
6
8
10
12
14
Preference of Bottle or Draft Based on Income
BottleDraft
Annual Income
Fre
quency
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Gender and Consumption w/Domestic or Imported
Average of Consumption Import or Domestic
Gender Domestic Import Grand Total
Female 1.461538462 2 1.695652174
Male 2.6 2.714285714 2.647058824
Grand Total 1.956521739 2.357142857 2.1
Both males and females have a greater average consumption of imported beers as compared to domestic selections.
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Regression Analysis
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Results
Draft-70% Preferred with
Domestic Why?
Higher Preference Overall
DRAFT -WINNER
Bottle-30% Preferred with
Imports Why?
Preferred when in certain scenarios: Crowded
Environment Outdoor Sporting Events
▪ Why?
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Conclusion & Recommendations Improvements
More than one survey site
Increased number of survey respondents
Include “cans” in addition to the other distribution methods
Include information from bar management to compare results
Questions?