본 연구는 쌀을 다량 첨가하여 양조한 맥주의 품질을 조사하고 쌀의 첨가 시 당화도가 떨어지는 것을 보완하기 위하여 아밀라아제를 첨가하여 품질의 변화를 분석하였다. 품질 평가를 위하여 당화액인 wort의 당도, 환원당, pH, 점도의 변화를 측정하였고, 최종 제품인 맥주의 알코올 함량, 거품안정성, 쓴맛, 색도의 변화를 측정하였다. 실험에는 쌀을 200 mesh의 쌀가루를 맥아와 쌀가루의 총량에 대하여 0, 40, 50, 60, 70%를 첨가하였다. 실험결과 쌀 함량이 증가함에 따라 wort의 당도, 환원당 및 점도는 감소하였고, pH는 증가하여 당화력이 떨어졌다. 그러나 아밀라아제 첨가에 의하여 당화력이 다시 회복되었다. 쌀 함량 증가에 따라 맥주의 알코올 함량 및 거품안정성은 감소하였고, 쓴맛과 노란색이 증가하였다. 또한 쌀 첨가량이 증가할수록 혼탁한 느낌이 강하였다.

본 연구에서는 갈매보리수 나무 열매 착즙액(SBFE)을 첨가하여 최상의 관능적 품질을 제공할 수 있는 맥주를 제조하는데 목적을 두었다. 이를 위해 SBFE의 첨가량을 달리하여 맥주를 제조하였다. 갈매보리수나무 열매는 몽골산을 이용하였으며 열매를 갈아 과즙과 침전물, 씨앗으로 분리하여 착즙액을 만들어 사용하였다. 이 착즙액을 네 가지 맥주(Golden Ale: GA; Amber Ale: AA; Golden Lager: GL; Pale Ale: PA)에 첨가하여 맥주를 제조하였다. 만들어진 맥주의 품질을 확인하고자 총산, 알코올, 환원당, 총당 함량을 측정하였다. 네 가지 맥주 모두 착즙액을 첨가하였을 때 총산이 증가하는 경향을 보였으며 AA를 제외하고 알코올 함량이 증가하였다. GA는 착즙액을 첨가하였을 때 환원당과 총당 함량이 증가하였으나 AA, GL, PA는 환원당과 총당 함량이 감소하였다. 맥주 관능평가는 40명의 패널을 대상으로 실시하였으며 전체적인 기호도, 색, 냄새, 전반적인 맛, 신맛, 단맛, 쓴맛, 탄산의 기호도가 평가되었다. 맛에 대한 평가에서는 착즙액 첨가군과 무첨가군이 유의적 차이를 보이지 않았으나 색과 향에 대한 평가에서는 첨가군이 무첨가군에 비해 낮은 점수를 받았다. 전반적인 기호도를 조사한 결과 PA, GL, PA3%-S, GL3%-S, AA, AA3%-S의 순으로 선호하는 경향을 보였다.

Insects or insect remains found in beer are one of major issues in consumer claim. Accurate estimation of inflow time isa critical factor for the settlement of such claims related with beer-contaminating insects but no reliable methods have been developed. In an attempt to establish a molecular marker-based diagnostic method, the degradation rates of 18S rRNA genes in the insectssoaked in 500 ml beer were investigated by quantitative real-time PCR (qPCR) over one month period at room temperature. Among the six insect species tested, the house fly (Musca domestica) and honey bee (Apis mellifera) revealed high correlations (r2=0.974-0.990) between the degradation of 18S rRNA gene and inflow time. In these insects, statistically significant distinction was possible between the samples stored in beer less than 14 days and more than 14 days. Other insects, including the fruit fly, common house mosquito, German cockroach and Indian meal moth, displayed poor correlations, which appeared attributed to the inefficient genomic DNA extraction likely due to small sample size or disintegration of body parts during storage in beer. With proper improvement in DNA extraction, this 18S rRNA-based diagnostic method would be applicable for estimating the inflow time of beer-contaminating insects.

Information is known to be a key element for the successful operation of a supply chain, which is required of the efficient ordering strategies and accurate predictions of demands. This study proposes a method to effectively utilize the meteorological for

Information is known to be a key element for the successful operation of a supply chain, which is required of the efficient ordering strategies and accurate predictions of demands. This study proposes a method to effectively utilize the meteorological forecast information in order to make decisions about ordering and prediction of demands by using the Taguchi experimental design. It is supposed that each echelon in a supply chain determines the order quantity with the prediction of precipitation in the next day based on probability forecast information. The precipitation event is predicted when the probability of the precipitation exceeds a chosen threshold. Accordingly, the choice of the threshold affect the performances of a supply chain. The Taguchi method is adopted to deduce a set of thresholds for echelons which is least sensitive to changes in environmental conditions, such as variability of demand distributions and production periods. A simulation of the beer distribution game was conducted to show that the set of thresholds found by the Taguchi method can reduce the cumulative chain cost, which consists of inventory and backlog costs.

Among various food base baiting materials, beer and macerated cucumber were the most effective to induce slug that is a troublesome pest on leafy vegetables, especially on lettuce. However, the baits attracted only but did not kill the pest. When the baits were combined with various insecticidal organic materials, a few combinations such as beer and cigarette mixture successfully induced and killed the slug in the field test. The most effective combination of beer 50 ㎖ and a cigarette contained in a small plastic box killed 25 slugs per night. While macerated cucumber 50 ㎖ and a cigarette mixture killed only 4.3 slugs. The bait of beer and cigarette mixture revealed 68.4% control value against slug damage when treated for 3 consecutive days in a lettuce cultivation greenhouse. The bait also effectively reduced the slug damage in a lettuce nursery showing 58.3% control value. The method seemed highly useful for the control of slug in the organic farming system in which application of pesticides are strictly prohibited.

The consumer"s choice options for beer are broaden by importing of foreign beers freely in recent domestic beer market. Especially, young university students are understanding to select various beer in contrast with seniors, but there"s no report about their preference and criteria of selection for beer in spite of them being major consumer of beer. This study derive the Kansei structure and Kansei words for beer by EGM(Evaluation Grid Method), and analysis of preference and evaluation of each beer are carried out by SD(Semantic Differential) method which used Kansei words as a question. The result of this study will be expected to contribute the development of beer moving the consumer.

This study was performed to investigate the effect of Lycii fructus beer on serum lipid profiles and antioxidant activity in rat Sprague-Dawley (SD) rats weighting about 190g were divided into the following 5 groups ; distillate water (Control), 5% ethanol in distillate water (Ethanol), commercial beer (CB), Lycii fructus beer (LFB) and 5% alcohol red wine diluted with distillate water (RW). Body weight, total food intake, FER and percent organ (liver, kidney) weight per body weight were not significantly changed by Lycii fructus beer drinking. After 6 weeks, serum total cholesterol, triglyceride and HDL cholesterol level were not significantly different. But, Lycii fructus beer intake tended to decrease serum triglyceride level and atherogenic index. Also, GOT and GPT levels were expressed lower than Ethanol group. There was not significantly different in hepatic glutatiione (GSH) content and glutathione-S-transferase (GST) activities among 5 groups. Lipid peroxidation in the hepatic was decreased by Lycii fructus beer intake. The results demonstrated that Lycii fructus beer was potential and effective antioxidant that can protect the decrease associated with alcohol.

This study was conducted to investigate the effect of physical properties and antioxidant activities of the beer made by Lycii fructus for development of functional beer. Physical properties such as Brix˚, pH and hunter values were determined and compared with commercial beer. L(lightness) value was not significant difference among beer, although a(redness) and b(yellowness) values were higher in Lycii fructus beer than those of the commercial beer. Total phenolic acid contents were 0.790 mg/mL in Lycii fructus beer and 0.603 mg/mL in commercial beer. Electron donatin ability was 93% in Lycii fructus beer and 87% in commercial beer. Lycii fructus beer showed higher SOD-liked activities than in the commercial beer. The relative antioxidant effects of the Lycii fructus beer showed 19% inhibitory effect on the peroxidation of egg yolk lecithin.

China, the largest country of beer production and sales, has been seeing a continuous decline in annual sales in the past five years. As the main marketing body, beer producers should pay more attention to the research on consumer buying behavior. Using data from an online survey of 550 Chinese consumers, the author used binary logistic regression to empirically analyze consumers’ willingness to purchase dark beer. The factors affecting consumers’ purchase intentions regarding dark beer were divided into two aspects: individual characteristics and environmental factors. The results showed that in terms of individual characteristics, the consumer’s knowledge level and attitude toward beer had a significant positive impact on their willingness to buy dark beer. In terms of external environmental factors, the degree of consumer attention to the brand and scale of sales had a significant positive impact on the willingness to purchase dark beer, and the degree of consumer emphasis on product prices was significantly negatively correlated with the willingness to purchase. The influence of the other factors was not significant. In view of this situation, the author proposed four reasonable suggestions for beer companies, in order to improve consumers’ willingness to buy dark beer.

개혁개방 이래 도시화는 중국을 크게 변화시키고 있으며, 도시는 사람, 사물, 자금, 정보가 집중되는 플랫폼을 제공하여 각종 산업이 도시에 집약되었다. 관광 축제 이벤트 개최는 각 지역에서 도시 브랜드 와 종합적인 경쟁력을 발전시키는 중요한 조치이며 또한 관광 축제의 성공적인 개최는 지역의 새로운 이미지 활성화에도 크게 기여할 수 있다. 일부 비공식적인 통계에 따르면, 현재 중국의 홀리데이 이벤트 수량이 이미 1만개를 넘어섰고, 전체 규모가 지속적으로 증가하고 있다. 칭다오의 사회, 경제 발전과 함께 칭다오 국제 맥주 축제와 도시가 상호 발전하고 성장하였다. 칭다오 국제 맥주 축제의 참여자 수는 제1회 축제에서 30만 명이었으나 2019년에는 720만 명에 이렀다. 그에 따라 최초 소규모 지역 축제에서 아시아에서 최대의 맥주 축제로 성장하여 지역 경제, 산업, 도시 브랜드와 도시 건설에 대한 추진 작용이 해마다 증가되고 있으며, 2019년 칭다오 서비스업의 전체 도시 GDP에 대한 기여율이 76.1%에 이르러 중국에서 상위권에 위치하게 되었다. 관광 축제는 축제 개최 기간에 소비되는 제품과 서비스의 직접적인 경제 효과 그리고 축제 개최와 관련된 교통, 광고, 공연, 제품, 요식업, 숙박, 관광 등 연관 산업의 간접적인 효과 등을 통해 지역 경제의 여러 측면에 영향을 끼친다. 관광 축제는 도시 경제와 구조조정 그리고 업그레이드를 추진하여 더욱 활력 있고 경쟁력 있는 경제를 구축할 수 있다.

Purpose - With the rapid economic development, great changes have happened in the Chinese beer market. The scale of imported beer is increasing. However, the sales of native Chinese beer decrease in recent years. It is because more Chinese customers prefer beer with unique attributes than those with lower prices. In order to take an advantage in this market, practitioners should develop new products to satisfy Chinese customers. Scholars have also focused on beer characteristics to estimate consumers’ behavior for improving the development of beer industry. However, most studies are theoretically centered on marketing strategy management or general understanding of the market. It is not enough for us to explain customers’ consumption patterns. Some empirical research did attempt to find out beer attributes that may influence their choice behavior. However, they failed to verify what can increase customers’ utility through a new product. More importantly, few evidences can be found in the literature. Therefore this study explores the major characteristics of imported beer which may associate with customers’ preferences. Research design, data, and methodology - With the results of literature review and focus group interview, we found out four main imported beer attributes and the levels of each factor. A pre-test is constructed to check the problems in the questionnaire protocol. With the results of pre-test, the revised questionnaire is processed among customers who have purchased and had imported beer in China regions such as Beijing, Shanghai, Jiangsu, Guangdong and so on. The choice-based conjoint analysis is applied to analyze the useful data of 205. Results - Results indicate that choice-based conjoint analysis is the effective method to estimate customers’ choice behavior. Results also indicate that country of origin, price, taste, and package affect customers’ preference and the importances of imported beer attributes are significantly different. Conclusions - Country of origin, price, taste, and package are important for customers to make an imported beer choice decision. Marketers should consider these determinants and their importance to develop new products. Moreover, choice-based conjoint analysis should be the useful method for practitioners to develop a new product of imported beer for sustainable business in the competitive industry.

We developed new two-rowed covered barley ‘Gwangmaeg’ superior to ‘Hopum’ that has been widely cultivated in Korea for using beer-materials. ‘Gwanngmaeg’ was related from the line named as ‘Iksan149’ in 2010 after yield trials test in conducted for three years from 2008. And then it was registered to ‘Plant protection right, No. 5847’ in 2016 after field experiment by KSVS(Korea Seed & Variety Service). ‘Gwangmaeg’ has distinct characteristics in winter type (IV) and mid-tall culm length which makes reduce damage by off-season heading and lodging comparing to those of ‘Hopum’. ‘Gwangmaeg’ have characteristics of cold tolerance and disease resistance to BaYMV(Barley yellow mosaic virus) and Net blotch(Pyrenophora teres). Yield of ‘Gwangmaeg’ was about 611kg/10a and 524kg/10a in upland and paddy field condition, respectively, which higher 2-4% than ‘Hopum’, however, it has no significant difference. In quality examination for beer usage, ‘Gwangmaeg’ has lager grain and higher assortment ratio than those of ‘Hopum’. In malt quality, ‘Gwangmaeg’ showed higher and better quality in malt extract rate and diastatic power than those of ‘Hopum’. ‘Gwangmaeg’ would be suitable for the area above –4℃ of daily minimum temperature in January in Korean peninsula.

In this study the effect of rice addition on the quality of beer was investigated. Pilot-scale brews were performed with addition ratios of 10, 20, 30, and 40% of brown rice (Oryza sativa L. cv. Hangaru) which were compared with 100% malt beer and commercial beers in terms of quality. Alcohol content of beer was between 3.93 to 4.40%. The total sugar content increased when the rice percent was increased. The pH range of beer were 4.32 and 4.60, which were no significant differences found among by the rate of rice added. Total acidity and amino-acidity decreased corresponding to increasing percent of rice, on the other hand, lightness of beer was increased the increase in percent of rice, while redness and yellowness of beer were decreased. The study demonstrated that the increases of rice addition in beer provided some positive effects on beer quality by decreasing bitterness where as improving beer color.

The purpose of this study was to evaluate the effects of rice cultivars (Hangaru, Seolgaeng, Dasan-1 and Anda) on the quality characteristics of rice beer. Hangaru and Seolgaeng which are soft rice varieties, had moisture contents that were 14.48% and 14.62% higher than those of Dasan-1 and Anda, respectively. Dasan-1 and Anda showed higher protein contents than those of the other two varieties. The amylose content of Hangaru was found to be 17.71% lower than that of the other varieties, whereas the reducing sugar content of Hangaru and Seolgaeng was higher than that of Dasan-1 and Anda. Hardness measurements for Hangaru and Seolgaeng were lower than those for Dasan-1 and Anda. Measurements of the alcohol content, pH and color of beers brewed using these rice cultivars revealed no significant difference among the cultivars. However, measurement results for bitterness showed that beers brewed with Hangaru and Seolgaeng had lower bitterness than did the beers brewed with Dasan-1 and Anda. The results of this study indicate that Hangaru and Seolgaeng can be considered as cultivars with brewing qualities suitable for rice beer.

광고의 범람시대에 살고 있는 지금, 광고이미지를 부각시키는 자극적인 시각요소나 감동을 주는 스토리가 없다면 어느새 사장되고 마는 실정에 이르렀다. 그만큼 소비자의 트렌드는 실시간으로 변화하고 있고 그에 대응하는 광고시장은 기민하게 대처할 수밖에 없게 되었다. 광고에 표현되는 기법은 갈수록 다양해지고 있으나 아직까지도 제품의 기능과 특징만을 부각 시키는 정보전달 위주의 광고가 주류를 이루고 있는 것도 사실이다. 특히, TV에 방영되는 CF의 경우 시간상 제약으로 인 해 임팩트 있는 요소를 짧은 시간 안에 표현해야 효과가 있는 만큼 아이디어 개발은 마치 전쟁과 같다고 할 수 있다. 이런 상황에서 스토리텔링을 이용한 광고기법은 소비자의 감성과 심리적 요소를 아우르는 것으로 제품의 객관적 요소뿐 아니라 소비자의 감성을 자극하여 광고의 효과를 극대화시키는 유용한 도구로 자리 잡고 있다. 본 연구는 판매량 1위 주류인 맥주광고 중 스토리텔링 기법을 적절히 사용하여 호응을 얻고 있는 HITE 맥주의 TV광고 이미지를 분석하여 스토리텔링 기법이 맥주광고에 얼마나 효과적으로 적용되고 있으며 브랜드 이미지 제고에 어떤 효과가 있는지를 살펴보고자 한다.