The building blocks of drinking experience across men and women: A case study with craft and industrial beers

•Drinking experience is shaped by our cognitive, sensory or affective systems.•Woman searched for a more affective experience in comparison to men, when drinking beer.•Drinking experience is a more suited concept to refer to the effect of drinking, compared to product experience.

In today's market, every product seems to be marked by the label of "experience". It is expected that successful products give the consumer "extraordinary experiences". The research in consumption experience is growing, but much work still needs to be done to understand the food and beverage experience. A qualitative study was conducted using contextual focus groups to explore the building blocks of consumers' drinking experience of industrial and craft beers. The results show that drinking experience is shaped by our cognitive, sensory or affective systems, especially during the core consumption experience. Elements such as attitudes, consumption habits, and individual versus social consumption, shopping experience and product benefits are also responsible for shaping the experience, but are more relevant during the pre-consumption or post-consumption experience. Gender differences occur more frequently in the affective experience, as women search more for relaxation while men for excitement and stimulation while drinking beer. When comparing industrial users versus craft, in the latter the cognitive and shopping experiences are more relevant. Overall, the results showed that the drinking experience of beers can be studied as a function of the salient human system used during product interaction, and this systems act as the building blocks of the drinking experience of beer. This information can be applied in consumer research studies to further study the experiential differences across products and consumers.