FlavorActiV to fill sensory gap in the spirits world

Back in 1996 FlavorActiV’s core business was beer. Nearly two decades later and sensory services are now sought after across numerous markets, from dairy to CSDs, with the spirits industry being the latest to take notice.

Spirits sensory is formed around several basic flavours: fruity, floral, smoky, cereal, vanilla, woody, feinty and sulphury. The most common off-notes include diacetyl (buttery), sulphury, medicinal, corky and oxidised. GMP Flavour Standards can be used by the industry to train their sensory panel to detect these problems.

And more than with other beverages, aroma directly influences the consumers’ final judgment of product quality and appreciation. Significantly this has led to sensory evaluation being used for consumer research as it does in other markets. Trends come and go. The spirits industry has seen popularity of flavoured vodkas, Ready-to-Drink flavoured alcoholic beverages, Ready-To-Serve cocktails, and also observed a demand for drinks laced with health and wellness attributes over recent years -- some of these will stay, others will not. However what remains constant is the need for trained sensory professionals to taste and detect defaults and also suggest positive nuances for improvements.

To assist FlavorActiV brought on board a leading figure in the spirits world: Dr Binod K Maitin, former head of the Corporate Technical Centre at United Spirits Limited (now owned by Diageo), to support the experienced team of sensory professionals already in place.