Self-Rated Aversion to Taste Qualities and the PROP Taster Phenotype Associate with Alcoholic Beverage Intake and Preference

Consumers often identify “taste” as an important factor when selecting alcoholic beverages. Although it is assumed that reduced alcohol consumption in PROP super-tasters due to a greater dislike of the nominally aversive sensations they experience more intensely (e.g., bitterness) compared non-tasters, this question has not been specifically asked them. Therefore, we examined consumers’ self-reported aversion towards specific sensory attributes (bitter, hot/burn, dry, sour, sweet, carbonation) for four beverage types (white wine, red beer, spirits) using convenience sample U.S. wine consumers (n = 925). Participants rated 18 statements describing different combinations and beverages on 5-point Likert scale Beer tastes too bitter me). Individuals who tended agree strongly with (i.e., were averse; p(F) < 0.05) (i) consume less all types, (ii) higher proportion white (p(r) 0.05), (iii) likely be female or super-tasters. The results suggest associated only lower overall intake beverages, but also shift relative proportions type consumed; key finding studies investigating how taste perception impacts consumption.