As a craft brewery, your business objective is to consistently delight your customers by creating and producing a variety of brands. A sensory program can be a useful tool in achieving this objective, though getting started may seem daunting. In this presentation, we will clearly outline how to get immediate value from your tasting program by applying a handful of simple sensory methods. To demonstrate, we will follow a new Maine Beer Company brand through the stages of development, from ideation to evolution. Whether you’re just getting started or already have a panel, you will gain a clear understanding for how to use tasting data to achieve your business objectives.

Learning Objectives:

• Discuss the value and functions of a sensory program
• Explore the stages of the brand lifecycle from ideation to validation to production, including a detailed case study
• Learn strategies and methods to use in your sensory program
• Be inspired to get started and build a culture of quality at your brewery