To mark the launch of its new smooth-tasting low-carb beer, Heineken has joined forces with geneticist Andrew Shelling to develop a taste kit that allows beer enthusiasts to understand the science behind their flavour preferences.
Heineken has released hundreds of 'taste kits' for the public to explore their 10,000 taste buds and determine which beer best suits them. Labelled 'The Heineken Choice', the taste kits are free of charge and available in select bars in Auckland.
The launch of the new genetic test kits coincides with the launch of Heineken Silver, a new product designed to specifically appeal to a new generation of beer drinkers who prefer easy-drinking, smooth, low-carb beer. The extra refreshing lager is brewed at a chilled -1°C, resulting in a less bitter taste and a crisp, smooth and subtle finish.
The Heineken Choice taste kits allow beer enthusiasts to discover the science behind their favourite flavours and reveal the type of beer they prefer, full-bodied or smooth. The kits will be able to detect testers' sensitivity to bitterness using a PTC test.
PTC tests are made using a bitter compound called phenylthiocarbamide (PTC) and can determine if a person is a supertaster, taster, non-taster, or somewhere in between. All users have to do is place the PTC strip on their tongue. Those who can detect the taste of bitterness will likely prefer the surprising smoothness of Heineken Silver, whereas those who taste nothing may prefer the profile of Heineken Original.
Geneticist Andrew Shelling shared his insights and explained that everyone is genetically hardwired to detect bitterness.
"It is written in our DNA and has evolved to be like that over millions of years for our survival from potentially toxic and poisonous foods," said Shelling.
"Some of us are born to detect strong bitter flavours more strongly than others. Those more sensitive to bitterness are likely to make food and drink choices to avoid the taste. However, as we age, our bitter taste sensitivity also changes,"
Supertasters are more likely to detect bitterness in food and drink and make up roughly 25 percent of the general population. These tasters will likely avoid broccoli, spinach, coffee, and dark chocolate.
The launch of Heineken Silver expands the brand's offerings by bringing a friendly, easy-to-drink beverage to those who don't usually consider beer their go-to alcoholic drink of choice.
With the rise in popularity of low-carb beer, which has grown 22 percent over the past year alone, the new product will be welcomed with open hands.
Cormac van den Hoofdakker from DB Breweries describes Heineken as a beer for everyone.
"Heineken Silver is crafted to meet the needs of a new generation of beer drinkers with a lower-carb, lower-calorie recipe, making it the perfect choice for sipping at concerts, sporting events, or any occasion where friends gather to enjoy all of life's flavour," said van den Hoofdakker
Van den Hoofdakker continued that 'The Heineken Choice' can unlock the secret to customers' favourite flavours and help them discern whether they are a fan of the original or whether they approve of smooth.
