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The present work examined how the esthetic impression caused by a specific mug selection seems to influence the expected flavor elicited by a coffee beverage. Participants from Mexico viewed online photographs of espresso, Americano, latte and cappuccino presented in two different mugs, including a transparent glass mug and a white ceramic mug. The type of mug influenced participants’ subjective ratings of the drinks. Espresso and Americano were expected to be more aromatic, bitter, hotter and more intense when served in a transparent glass mug rather than in a white ceramic mug. Results extend the knowledge of consumer preferences and bring an idea for the best way to better fulfill customer’s sensory expectations.

Sensory expectations from aesthetic perceptions of coffee beverages presented in different mugs