本研究目的在於瞭解中式白酒的組成成分、分析消費者對白酒口感及偏好、探討台灣白酒的消費者行為及目前消費市場狀況。研究採質性研究法,資料蒐集採書面文件法,以文件分析為主軸,另以直接摘述法為輔。 台灣消費者在口感上較喜歡清香型白酒,其主體香以乙酸乙酯(ethyl acetate)、乳酸乙酯(ethyl lactate)為主,成份分析方面其總酯≧100mg/100ml;乙酸乙酯+乳酸乙酯/總酯≧95%;乙酸乙酯>乳酸乙酯;總酯∕總醇=0.8~7.0。台灣民眾喜歡烈酒的種類以高粱酒系列居第一位,高粱酒由於口感柔和、酒質清香純正、香濃醇和、餘味悠長,且酒精度適中,多在30~50度之間,因此深受台灣民眾的喜愛。台灣消費者選擇白酒時,不僅要求品質好,在口味上更希望能時常推陳出新。
This article examines the main compounds, sensory evaluation, consumers' preferences and consumer behavior in the consumption of Chinese spirits. A qualitative method, using document analysis and direct quotations, was used to collect data for this research. That consumers prefer the refreshing fragrance type of Chinese spirits is the thesis presented. This type has excellent flavor due to the presence of ester compounds. An analysis of these spirits revealed total esters ≥100mg/100ml, ethyl acetate + ethyl lactate/total esters ≥95%; ethyl acetate > ethyl lactate, total esters/total alcohol=0.8~7.0. Sorghum liquors, by far the most consumed distillate in Taiwan, have a superb flavor and taste. The commercial product is basically composed of ethanol (between 30% and 50% v/v), water and aroma compounds. Producers of spirits have their products evaluated at various tasting events for the purpose of attracting the attention of consumers. This contribution introduces an approach to estimating the optimal price for a new flavor.