Sensory acceptability and personality traits both determine which contexts are preferred for consumption of alcoholic cocktails

Alcoholic cocktails are consumed in very different situations and then consumers may differ in their favorite context to drink a cocktail. Diversity in the preferred context of cocktail consumption may reflect individual differences in taste responsiveness and personality traits as well as cocktails liking. This study aims at: 1) extending the efficacy of a coupled semiotic and statistical methodology for text analysis in uncovering aspects of preferred contexts of cocktails consumption; 2) testing if specific preferred contexts of cocktail consumption are related to individual differences; 3) investigating the relationships between preferred context to have cocktails and patterns of liking for cocktails. 159 cocktails consumers were characterized by personality traits, cocktail involvement, alcoholic beverages intake and PROP taster status and were asked to describe their preferred context to consume an alcoholic cocktail. Consumers were then asked to taste in blind conditions and rate their liking of six alcoholic aperitif cocktails. Three thematic clusters were identified (relax, sociability, aperitif). The relax lovers preferred a comforting context to have a cocktail; these consumers expressed a lower liking for the six evaluated samples than aperitif lovers but resulted more involved with cocktails as compared to the cluster sociability. This latter group of consumers focused on social aspects and novelty; they reported a higher intake of spirits than the cluster aperitif and showed higher scores in sensation seeking and disinhibition than the other clusters. The cluster aperitif described their favorite context as a “before dinner” situation; they were more involved with cocktails than the sociability cluster. Finally, the three clusters did not differ in PROP taster status distribution. The approach has proven to be useful to collect information and to segment consumers on the preferred aspects of cocktail experience. The study showed that consumer clusters with different preferred context of cocktail consumption differ in liking for the cocktails, personality traits, attitudes and alcohol intake.