€20 – €160

IBD Applied Sensory and Consumer Science Masterclass

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Stieglbrauerei zu Salzburg GmbH


A-5020 Salzburg

Bräuhausstraße 9


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Event description


A seminar on the latest advancements in the science of sensory and consumer research as they apply to beer and beverages.

Notwithstanding the sophistication of modern production, distribution and retail operations, assessment of product flavour quality, both in-process and in final package, remains as important today as it has ever been.
Sensory and consumer sciences tools are essential in the production of high quality foods and beverages. In today’s competitive marketplace, the ability to describe the flavour of products in objective terms, why/why not consumers like them and to check their conformance with pre-defined quality standards is increasingly critical to commercial success.

The seminar will focus on:

  • Foundations of Sensory Science: how to use your senses to evaluate beverages - physiologically and psychologically.
  • Sensory Evaluation Methods: learn about the methods used in sensory evaluation of consumer products and understand when instrumental measurements of sensory properties are warranted. Learn statistical techniques used to analyse sensory data.
  • Consumer Testing Methods: learn about consumer testing methods and associated data analysis. Understand the basic tools of qualitative and quantitative consumer research. Learn ways to relate consumer data to sensory data in order to optimise product benefits, quality and marketing opportunities.

Not only is the itinerary geared to a knowledge transfer in the area of sensory and consumer science we will also have a hands on panel discussion and an evening event with expert Beer Sommeliers and all of this against the back drop of the beautiful Salzburg mountains.

The Packages:

Please note, all packages include all food, beer and non-alcoholic drinks.

You can find the preliminary programme in our information PDF here.

Wednesday 28th of June - Welcome to Salzburg – Package for Day 1

For those of you who wish to explore Salzburg but do not want to miss out on Brewing using Technology of 1912! Experience the Brewhouse, cool ship and cask pitching as well as having a refreshing beer followed by hearty Austrian specialities and some anecdotes from the Brewmaster. Package to include back stage tour of the Brewery as well as food and beverages.

Tour of the Augustiner brewery (optional) - 3pm

Welcome drinks at the AugustinerBraustueberl with Brewmaster - 6pm

Dinner at AugustinerBraustueberl with beer served from wooden barrels - 7pm

Cost to IBD members €20

Cost to non-IBD members €40

Thursday 29th of June – IBD Taste and Sensory Masterclass – Package for Day 2

Especially tailored to the one day visitor. Welcome to the Stiegl conference centre in the old maltings. With coffee and snacks we will lead through the sensory master class and receive information on trends and developments in consumer expectations. Before lunch we will savor some of the most innovative beers in the German speaking world. After lunch a guided tour through Stiegl Brewery and the Brewing museum puts us in the mood for more. Dinner is a food pairing event with beer tasting led by the Stiegl Brewmasters.

Keynote - Dr. Günther Seeleitner
President of the Austrian Brewing and Malting Association, Brewmaster Spezialitäten Manufaktur Hofbräu Kaltenhausen

“Beer Land: Austria between globalisation, tradition and innovation" 9:00 – 9:30

Technical 1 - Dr. Ina Verstl
Independent Writing and Editing Professional, Brauwelt International, Germany

"Sensory developments and customer expectations - tradition versus global standards" 9:30 – 10:00

Break 10:00 – 10:45

Technical 2 - Dr. Bill Simpson

Director of Cara Technology Limited, England

"Descriptive Profiling of Beer" 10:45 – 11:15

Technical 3 - Dr. Jacek Obuchowicz
Innovation Director New Food Innovation Ltd.

"How an electronic tongue can be a tool for innovation in brewing and distilling" 11:15 – 11:45

Technical 4 - Professor Charles Spence
Professor of Experimental Psychology, University of Oxford, England

"Gastrophysics: The psychology of drinking" 11:45 – 12.30

Panel Discussion with Speakers + special guests, wrap up of seminar 12:30 – 13:00

Tutored Tasting - Conrad Seidl
Pope of Beer and independent journalist

A journey through Axel Kiesbye´s Brau Kultur Haus 12.45 – 13.30

Lunch with sponsor exhibition 13:30 – 14:30

Stiegl Brewery Tour (2 groups) 14:30 – 16:30

Free Time - Explore the sights of beautiful Salzburg 16:30 – 19:00

Beer and Food Pairing Dinner at the Stiegl Old Machine Room led by the Stiegl craft brewmasters 19:00 - Close

Cost to IBD members €70

Cost to non-IBD members €120

Full package for both days 1 and 2

Get the most out of your visit and join us for 2 days! Book the full package and get a EUR 10.- discount as opposed to booking day 1 and day 2 separately.

Cost to IBD members €80

Cost to non-IBD members €160

The venue:
Salzburg is not only famous for its music and architecture – the area in and around Salzburg City is rich with brewing heritage and has in the past 10 years been complemented by young innovative brewers.
There will be ample time to discover some the sights and sounds of Salzburg in the course of this event.

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Stieglbrauerei zu Salzburg GmbH


A-5020 Salzburg

Bräuhausstraße 9


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