Abstract Craft beer is a product category that continues to expand, and craft beer drinkers are generally differentiated from traditional (or mainstream) beer drinkers in terms of their preference for innovative beers with novel and complex flavor profiles, and greater involvement in beer and product-focused behaviors and activities. The present research explores the existence of flavor-driven segments within the overall craft beer segment, where some declared craft beer drinkers exhibit the characteristic craft beer preference (stronger and more complex flavors), while others exhibit a preference for less complex and more traditional flavors. Research conducted with craft-style and traditional-style beers (n = 6) confirmed such preference segments in a group of male New Zealanders (n = 120). The preference segments perceived the sensory and holistic/conceptual characteristics of the beers similarly. However, they differed in specific attitudes and behaviors toward craft beers that were associated with the extent of their use and exposure to craft beers. The presence of the two preference segments was interpreted as being the result of a normal transition of declared craft beer drinker preferences away from the lighter flavors of the traditional style beers to which they had been accustomed and toward the more novel and robust flavors of craft beers. This shift in flavor preferences is tentatively attributed to the same exposure effects (mere and evaluative) that are responsible for flavor preference development in other foods and beverages. The implications for craft and traditional brewers are discussed and suggestions for future research presented.

中文翻译：

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声称精酿啤酒饮用者的偏好细分：工艺风格与传统风格风味偏好背后的感知、态度和行为反应

摘要 精酿啤酒是一个不断扩大的产品类别，精酿啤酒饮用者与传统（或主流）啤酒饮用者的区别在于，他们偏爱具有新颖复杂风味特征的创新啤酒，以及更多地参与啤酒和产品——专注的行为和活动。本研究探讨了整个精酿啤酒细分市场中是否存在风味驱动的细分市场，其中一些宣称的精酿啤酒饮用者表现出特征性的精酿啤酒偏好（更强烈和更复杂的口味），而其他人则表现出对不太复杂和更传统的口味的偏好. 对工艺风格和传统风格啤酒（n = 6）进行的研究证实了一组新西兰男性（n = 120）的偏好。偏好部分类似地感知啤酒的感官和整体/概念特征。然而，他们对精酿啤酒的具体态度和行为不同，这与其使用和接触精酿啤酒的程度有关。这两个偏好段的存在被解释为是已声明的精酿啤酒饮用者偏好从他们习惯的传统风格啤酒的较淡口味转向更新颖和更浓郁的精酿啤酒口味的正常过渡的结果. 风味偏好的这种转变暂时归因于导致其他食品和饮料风味偏好发展的相同暴露效应（仅仅是评估性的）。