Consumer cognition is the expression of the mind, which is formed by the external environment stimulation. Its impact on consumer behavior is reflected in the formation of consumer products to the special love, guide consumers to buy and choose the rational. Along with the development of the "younger" and "internationalization" of liquor consumption groups, the limitation of traditional sensory evaluation and expression methods are becoming more and more prominent. It is urgent to develop new consumer cognitive habits and preferences, and to promote the development of sensory evaluation and expression of traditional Chinese liquor through the standard guidance, and promote the formation of sensory knowledge of liquor and liquor.
Since 2009, National Technical Committee 358 on Chinese spirit of Standardization Administration of China (TC358) set up the standard of sensory standards drafting group, to carry out the work of the sense of the spirit of a series of standard research and development. In September 2017, three Baijiu sensory national standards were finished and implemented.
1. In specification of sensory cognitive, by study expression terms of the wine, beer, whisky .etc, flavor-wheel liquor, collected more than a thousand professional sommelier wine tasting terminology, analysis of the consumers of liquor description language and cognitive habits, it screened out "Jiang(sauced), Grain, Burnt, Sour, Sweet, Fruit, Flowery, Rice, Oil and Green.etc" as description of the features. Basis on these research, the "Terminology of Baijiu sensory evaluation" standard was finished. It formulated three categories(raw materials, fermented aroma and aging-aroma) of 27 typical odor characteristics, “five taste dimensions (softness, fullness and harmonic scheduling, purity, durable degree) and a variety of flavor type. The research construct the framework and main content of "Chinese liquor(baijiu) flavor wheel" basic terms, to promote standardization of the traditional liquor sensory evaluation language.
2. In the aspect of sensory evaluation methods, by follow-up study to the international food sensory technology standard, Baijiu quantitative evaluation method was established, rendering the 10 kinds of flavor 23 kinds of liquor flavor profile; it also analysis the young consumer preference trends, compare on the diversified of tasters in enterprise evaluation with young people, promote the standard technology of objectivity sensory evaluation. Therefore, study and formulate “the guidelines of Baijiu sensory evaluation” standards, norms liquor evaluation environment, personnel, procedures, methods conditions and technical means, promote liquor sensory evaluation technology standardization and product cognitive description of diversification.
3. In the aspect of flavor substances, the determination of flavor substances threshold methods in the "169 plan" liquor were carried out. Several evaluation and calculation methods were analyzed and compared. The standard of “Guidelines for threshold determination of Baijiu flavor substances” was set up. It provides for the sample preparation, evaluation process, statistical analysis, and so on. In order to provide a standard method for the research on the formation mechanism of the sensory and characteristics of liquor, this is effective in the industry.
Its significance lies in, from consumers to rational cognition, promote consumer of wine and liquor culture of cognitive science, and promote liquor tasting culture of continuous development and dissemination. From the enterprise market consumer culture cultivation, liquor sensory evaluation criteria of promoted the industry and consumer market full communication and exchanges, and objective analysis and effective consumer evaluation on liquor quality characteristics of cognition and claim provides scientific means. In Spirits Selection by Concours Mondial de Bruxelles (2015), the Baijiu flavor were introduced to the international judges by the way of "Baijiu flavor wheel" terminology and evaluation method standard. It also promote the formation of consumer oriented evaluation market concept, which is a useful practice for Baijiu internationalization and consumer cognition. Baijiu sensory technical standards has a broad application prospects in the industry, needs further application and development.