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Introduction: Non-traditional ingredients are introduced to innovate and differentiate the craft beers. Pink pepper has a very peculiar flavor appreciated in international cuisine. Extrinsic features to the food, such as packaging, may affect the perception of its intrinsic characteristics, leading to changes in food’s choice and acceptance. Objective: Evaluate whether the sensory acceptance and purchase intention of American Pale Ale craft beer were influenced by the addition of pink pepper and by the packaging. Methodology: Two sessions of acceptance (attributes: color, foam, gasification, aroma, bitterness, flavor and overall impression) and purchase intention test were held with 81 assessors: a blind test (session 1) to compare the control formulation (without pink pepper) and the formulation with added pink pepper, and a test in the presence of the package, only for pink pepper beer (session 2), to evaluate its influence on the evaluation. Data were analyzed with ANOVA and paired t-tests (p=0.05). Results: In blind test, the samples had good sensory acceptance and purchase intention, with mean hedonic scores higher than the category "like slightly", for all attributes (6.6 for bitterness of the pink pepper beer, to 7.7 for color of the control beer), and the purchase intention between the categories "maybe would buy/maybe would not buy" (score 3) and "probably would buy" (score 4). There was no difference between the two beers for purchase intention and for acceptance of color, gasification, aroma and flavor. Foam (7.2) and bitterness (6.6) had lower acceptance in pink pepper beer, which may have resulted in lower overall impression (7.7) observed in this formulation, compared to control sample. When evaluating the pink pepper beer, in session 2, the product had greater acceptance of all attributes and purchase intention (e.g.: 7.5 for bitterness), compared with the results obtained in the blind test (e.g.: 6.6 for bitterness). Conclusion: The American Pale Ale craft beer with pink pepper had good acceptance and purchase intention in blind test, demonstrating that the evaluators liked the beer's sensory characteristics. In addition, the packaging had a positive impact, since it increased the acceptance of all sensory attributes and purchase intention of the beer.
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