Heineken UK

Cardinal (our drinks specialists within the F&D team) have a long-standing relationship with Heineken UK carrying out liquid testing with consumers. Brands where some form of liquid testing has been conducted include Foster’s, Strongbow, Kronenbourg 1664, Amstel, Bulmers, Old Mout, Desperados and Maltsmiths.

Typically, Cardinal pre-recruit target consumers to large scale venues to take part in liquid testing. Up to 100 respondents attend on a single night of research, arriving at staggered intervals throughout the evening to taste and rate products.

Tests are a mix of blind and branded product assessments, and we have run two-night tests where the same consumers rate the same product blind on night 1 and branded on night 2.

Quality control is key.

Cardinal manage all variables so that the liquid recipe is the only factor being taken into account. This includes:

Product variables

Equalizing temperature
Head size

Research variables

Ensuring order of trial is rotated
Product attributes are expressed in consumer language

Quality variables

Ensuring respondents don’t drink more than recommended guidelines
Limit tastings to maintain their palate
Cardinal also source and deliver test products and glassware where required.


Liquid testing has helped Heineken UK remain competitive in the UK beer and cider market.
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Morar HPI Limited is part of MIG Global and part of the Next15 Group.

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