by So Mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaf 59). / Abstract --- p.i / Chapter I. --- INTRODUCTION --- p.1 / The Company Background --- p.1 / Market Outlook --- p.3 / Step Into the Largest Consumer Market --- p.4 / Behind the Story - Protectionism Policies of Central Government --- p.5 / Scope and Objective --- p.7 / Chapter II. --- METHOD --- p.7 / Chapter III. --- LITERATURE REVIEW --- p.8 / Chapter IV. --- SITUATION ANALYSIS --- p.18 / Business Potential --- p.19 / Government Intervention --- p.20 / Chapter V. --- STRATEGIC FRAMEWORK FOR DEVELOPING A CHINA BRAND : RECOMMENDATIONS --- p.21 / Business Objective --- p.22 / Business Strategy --- p.23 / Brand Portfolio Vision of Coke --- p.23 / Chapter VI --- .CHINA BRAND DEVELOPMENT PHILOSOPHY --- p.24 / Process Overview --- p.28 / Research --- p.28 / Brand Proposition --- p.33 / Brand Architecture --- p.34 / Brand Positioning --- p.35 / Brand Characteristic --- p.39 / Brand Components --- p.40 / Brand name --- p.40 / Product --- p.41 / Packaging & Pricing --- p.42 / Launch Strategy --- p.43 / Building the brand --- p.43 / Product strategy --- p.45 / Packaging & pricing strategy --- p.45 / Distribution strategy --- p.46 / Sampling --- p.50 / Consumer promotion --- p.51 / Trade promotion --- p.52 / Future Plan --- p.53 / Chapter VII. --- CONCLUSION --- p.53 / Chapter VIII. --- APPENDIXES --- p.55 / Chapter IX. --- BIBLIOGRAPHY --- p.59

M. Tech. Marketing / The primary objective of this study was to investigate the role that advertising plays in alcoholic beverage consumption patterns of the youth of Tshwane. Several secondary research objectives were set which include: examining the overall alcoholic beverage consumption of young people, the alcoholic beverage types and brands consumed, exposure to alcoholic beverage brand advertising, exposure to media in which alcoholic beverages are advertised, differences between males and females with regards to their consumption of alcoholic beverages as well as the alcoholic beverage types they consume, the relationship between age and alcoholic beverage consumption, income and alcoholic beverage consumption and other factors that can influence young people to consume alcoholic beverages.

Thesis (M.A.)--Kent State University, 2009. / Title from PDF t.p. (viewed Oct. 6, 2009) Advisor: C. Andre Christie-Mizell. Keywords: Substance Use; Alcohol; Race; Gender; Life Course Transitions Includes bibliographical references (p. 38-49)

Researchers have argued that in times of need having supportive, caring people available can make all the difference between achieving optimum health and well-being or suffering from mental or physical illness (Cobb, 1976; Sarason & Sarason, 1985; Thoits, 1986). The direct-effect model of support postulates that having the knowledge of available relationship resources (i.e., perceived support) and receiving benefits from those relationships (i.e., received support) both have beneficial effects on health behaviors and well-being (Cohen & Wills, 1985). According to the stress-buffering model, when stressors are encountered, the certainty of having available resources, as well as having tangible support resources, is hypothesized to lessen the negative effects of stressors (Cohen, et al., 2000; Cohen &Wills, 1985, Cutrona, 1986; Thoits, 1986). Most of the research that has examined social support effects on drinking-related outcomes has focused on the association between support and alcohol problems, particularly among high risk populations (those who are alcohol dependent, alcohol abusers, or adolescents). Yet, it could be argued that when examining drinking levels, not all consumption is harmful. Of particular concern is drinking that is motivated to reduce negative or stressful experiences. Individuals who use drinking as a method of avoidant coping, or reducing tension drink significantly more alcohol and be at a greater risk for developing later drinking problems (Cooper, Russell, & George, 1988). Research employing daily process methodology has been able to resolve documented methodological inconsistencies (e.g., Greeley & Oei, 1999) by examining the within-person processes between negative experiences and alcohol consumption (Tennen & Affleck, 1996; Tennen, Affleck, Armeli, & Carney, 2000; Mohr et al., 2008). Similarly, these methodologies have been useful to social support researchers in helping to understand social support as a within-person process rather than just an interpersonal event between two individuals. This research was part of a larger study about the influence of alcohol use on daily emotion regulation among 47 moderate-to-heavy drinking adults in the local metropolitan area. Participants carried a personal data assistant (handheld interviewer) for 30 days, responding to surveys three times each day (late afternoon, evening). Each survey probed supportive and negative interpersonal exchanges and drinking behaviors. Prior to the daily diary portion of the study, participants completed the Interpersonal Support Evaluation List, a measure of perceived social support. For purposes of analyses, I examined the extent to which exchanges occurring in an earlier interview predicted subsequent solitary drinking at home using data from 2 of the three interviews (predicting evening and late evening drinking only). My analyses revealed that daily socially supportive exchanges had a significant direct effect on subsequent drinking at home alone. Interestingly, the daily supportive exchanges did not buffer the negative exchanges-later drinking relationship. However, my findings revealed that negative exchanges also resulted in a reduction in subsequent consumption, which contrasts previous studies that used similar methodologies but with heavier drinkers (e.g., Mohr et al., 2001). Further, perceived support was not related to solitary consumption. The results of this study indicate that in healthy adults, positively appraised received support directly reduces solitary consumption. This is an important finding given that received support is difficult to document. At the same time, my results showed that among these types of drinkers, negative exchanges may have a stronger direct effect than positive exchanges on solitary consumption. In non-clinical samples, such as this the relationship between social support and drinking is not straightforward. Thus, using a sophisticated methodology (i.e., daily process methods), this study was able to examine the relationship of drinking and social support on a daily basis; thus, further bridging the gap between social support and the drinking literature.

No description available.

Master of Science / Food Science Institute -- Human Nutrition / Koushik Adhikari / A significant increase in the number of products carried in supermarkets has lead manufacturers to use food color as a way to differentiate their products from competitor’s products or as a form of communication. This report’s overall objective was to review the impact of color on sensory properties of foods and beverages and help product developers understand the multiple sensory properties within a food or beverage that may potentially change by manipulating color. The effect of color on flavor or odor identification, basic taste perception, flavor or odor intensity, quality and refreshment, and consumer acceptance has been extensively researched. Research to date has shown inconsistent findings, although key themes are consistent. Some colors are more appropriate for certain foods and beverages, and product color can be directly linked to palatability. Color cues can be used for flavor identification within a food or beverage, and the presence of certain colors evoke flavor associations within a product. Perceived intensities of basic taste or flavor attributes have increased or decreased merely with color addition. Consumers use color cues to determine quality, therefore color can ultimately affect product acceptance.

Digitized by Kansas Correctional Industries

Submitted in partial fulfilment of the requirements for the Doctrate Degree in Technology: Food Technology - Durban University of Technology, 2013. / A pearl millet (Pennisetum glaucum) based instant beverage powder (PMIBP) was prepared from two different varieties of pearl millet (Agrigreen (AgG) and Babala (Ba)) by a combination of malting and extrusion cooking. The millet grains were germinated (30oC and 98% RH for 36 h), kilned (50oC for 48 h), cooled to room temperature, ground and stored in a chiller at 5oC until used. The raw and malted pearl millet grains were extruded under different parameters to accommodate the types of pre-treatment applied to the pearl millets. Combination processing of the pearl millet grain was achieved by extrusion of malted pearl millet of both varieties individually, and as a mixture of raw and malted pearl millet (50:50). The effect of the processing methods on the physical, functional, nutritional and biochemical properties of the raw and processed pearl millets varieties were evaluated. Combination processing led to a significant (p ≤ 0.05) decrease in total fat and total dietary fibre (TDF) (3.85 and 22.99 g/100 g, respectively) content of AgriGreen (AgG) extruded malted pearl millet (EMPM); a decrease in TDF (18.12 g/100 g) content of AgG extruded raw pearl millet-malted pearl millet mix (ERPMMPM). Combination processing led to a decrease in ash, total fat, total dietary fibre, Fe and Zn (1.76, 3.48, 14.26 g/100 g, 7.78 and 4.74 mg/100 g, respectively) content of Babala (Ba) EMPM. It also led to a significant (p ≤ 0.05) decrease in ash, total fat, TDF, Fe and Zn (1.88, 4.22, 21.71 g/100 g, 7.24 and 4.14 mg/100 g, respectively) content of Ba ERPMMPM. Regardless of the pearl millet variety, malting led to a significant (p ≤ 0.05) decrease in moisture, total, saturated, mono- and polyunsaturated fats, total dietary fibre iron, zinc and protein digestibility; a significant (p ≤ 0.05) increase in total carbohydrates, total phenolic content, antioxidant activity (TEAC) and water solubility index. Extrusion however, led to a significant (p ≤ 0.05) decrease in total dietary fibre, zinc, total phenolic content and protein digestibility; a significant (p ≤ 0.05) increase in ash, total, saturated and monounsaturated fats, total carbohydrates, iron, starch digestibility water absorption index (WAI) and water solubility index (WSI). The beverages of 10% total solids (8% pearl millet + 2% sugar for taste) prepared from the processed pearl millet were offered to an untrained consumer panel consisting of students and staff of the Cape Peninsula University of Technology, under similar sets of conditions in a sensory evaluation room at the Food Technology Department. The following characteristics of the products were rated and scored on a 9-point hedonic scale (1 – like extremely and 9 – dislike extremely): appearance, colour, aroma, flavour, mouth-feel and overall acceptability. In general, Ba RPM was rated 4 - like slightly, and AgG malted pearl millet (MPM) was rated 6 - dislike slightly and all other pearl millet samples from both varieties were rated 5 - neither like nor dislike.

Thesis (PhD)--Stellenbosch University, 2004. / ENGLISH ABSTRACT: Key research areas in modern enology are related to the production of wine of consistent quality, as well as to the improvement of existing wine quality through the enhancement of the sensory properties of wine. The formation of glycerol during alcoholic fermentation is highly relevant to both these issues. Since the early years of the zo" century, glycerol has been positively associated with the quality of wine and it is thought to impart important mouth-feel sensations such as "viscosity", "smoothness" and "body". In general, it is considered that glycerol concentrations higher than those normally found in wine, can contribute towards the improvement of wine quality. It has also been suggested that increased concentrations of glycerol can enhance the aroma of wine. On the basis of these perceptions, several strategies have been developed to favour the production of glycerol during the fermentation process and over a period of years, a large volume of data has been collected that relates to various aspects regarding glycerol production during alcoholic fermentation. To date, however, several aspects regarding the relationship between glycerol and wine quality remain unclear. The reasons for this situation can mainly be ascribed to the lack of reliable analytical data to serve as a basis for investigating the relationship between glycerol and wine quality, as well as the preponderance of empirical and anecdotal evidence. Despite numerous opinions regarding optimal glycerol concentrations in wine, glycerol is indeed seldom assayed on a routine basis and targets with respect to specific wine grape cultivars and glycerol concentrations have largely remained unspecified. To date, very little information regarding glycerol concentrations in South African wines has been published. The analytical techniques that are most frequently used for the quantification of glycerol in grape juice, fermenting must and wine are not easily automated and this aspect placed severe limitations on the generation of large volumes of analytical data on glycerol concentrations in these matrices. This project was undertaken with the aim to holistically address some of the unresolved issues relating to the relationship between glycerol and wine quality. This also implied the development and optimisation of analytical techniques suitable for the rapid and accurate determination of glycerol in fermentation media, as well as in finished wine. In the first stage of this project a quantitative database was established that contained the analytical data on the glycerol concentrations of a statistically significant number of wines of adjudged quality, as well as additional information for each wine regarding the geographic origin, vintage, routine chemical analyses and the yeast strain(s) used for the production of the wine. The relevance of glycerol in wine for the modern South African winemaker was evaluated through the establishment of a quantitative database that contained the opinions of an expert panel of 15 South African winemakers, enologists and wine chemists on topics relating to glycerol in wine. In the second stage of the project the data captured in the databases were used to investigate aspects regarding the relationship between glycerol and wine quality. From the data captured in the qualitative database, it was clear that the topic regarding glycerol in wine was important to the South African winemakers and it was also evident that there was a need for the development and optimisation of methods suitable for the routine analysis of the glycerol concentrations in grape juice, fermenting must and wine. The opinions of the panel members also highlighted the issue that the mouth-feel property of wine was considered to be an area where the quality of some wines could be further improved. The quantitative database contained the information on the glycerol concentrations of 450 commercial South African table wines of adjudged quality. The premium cultivars Chardonnay, Chenin blanc, Sauvignon blanc, Cabernet Sauvignon, Merlot, Shiraz and Pinotage were used for the purpose of investigating the relationship between glycerol concentration and wine quality. The wines represented a wide variety of wine styles, including dry white, off-dry white, dry red and late harvest wines. The average glycerol concentration was significantly associated with the wine style. In white wines the average glycerol concentration was much lower than in the red wines (6.82 gIL versus 10.49 gIL, respectively). No significant relationship between the final glycerol concentration and the geographic origin, vintage and the yeast strain used for the fermentation was found. Wine quality could not be significantly associated with glycerol concentration in the red wines. In the white wines, the relationship between glycerol concentration and wine quality was significant, but due to the very small differences in the average glycerol concentrations of the wines of different quality ratings, the statistical significance is probably of little practical value. The effect of glycerol on the volatility of a selection of esters and higher alcohols was also investigated. Solid-phase microextraction, followed by gas chromatography, was used to analyse the composition of the headspace at equilibrium between the liquid phase and the gas phase of a model wine, and a dry white wine that contained a basal concentration of 5.4 gIL glycerol. Results showed that incremental increases in the glycerol concentrations over a range of 1 -10 gIL in the model wine and in a Chenin blanc wine, were not accompanied by a proportional increase or decrease in the abundance of the aroma components in the headspace. The volatile components tested were isoamyl acetate, ethyl butyrate, ethyl valerate, ethyl lactate, ethyl hexanoate, hexyl acetate, isoamyl alcohol and isobutanol. For all the volatile components tested, the difference between the headspace composition of samples containing the lowest glycerol concentration, and those containing the highest glycerol concentration, was not significant. However, sufficient experimental evidence was obtained to indicate that increasing glycerol concentrations had an effect on the volatility of aroma components, and that the effect is of a complex and non-linear nature. In the third phase of the work Fourier transform infrared spectroscopy (FT-IR) was used to establish and optimise methods for the accurate and rapid quantification of glycerol in wine. For this purpose calibrations were developed for the quantification of glycerol in dry wine and late harvest wines. The accuracy of prediction was evaluated by means of the standard error of prediction that was 0.38 gIL for the dry wines and 0.65 gIL for the sweet wines. Large variations are introduced in the FT-IR spectra of wine by factors such as process technology, cultivar and geographic origin, and this variation can have an effect on the accuracy of the analytical data generated when employing FT-IR spectroscopy. Using glycerol prediction in wine as a model system, principal component analysis of the FT-IR spectra was done in order to establish quality control measures for the detection of poorly predicted, or outlier samples. A classification model, based on principal component analysis, was established that enabled the interpretation and classification of the outlier samples in the data set in 100% of the cases tested. This work forms the basis for expanding the quality control measures for the detection of wines of which the FT-IR spectra are highly unnatural, as well as for establishing quality control measures to ensure that accurate analytical data are generated when FT-IR is used. FT-IR spectroscopy was also used to develop a rapid screen for the evaluation of the fermentation profiles of wine yeasts. For this purpose, a selection of wine yeasts, which included commercial wine yeasts frequently used in winemaking in South Africa, as well as a selection of hybrid Saccharomyces cerevisiae yeasts, that were obtained through a selective breeding strategy aimed at increasing glycerol concentrations were used. Calibrations necessary for the accurate quantification of glycerol, volatile acidity, ethanol, reducing sugar and glucose, in Chenin blanc must and a synthetic must were developed and optimised. This work forms the basis upon which the scope of the analysis, both in terms of the number of components that can be measured, as well as the medium in which the yeasts are being evaluated, can be enlarged. This would be valuable for future applications in both the research as well as the industrial environment. The method that was developed serves to illustrate how this application can play a supportive role in yeast development programmes, through the speeding up of the initial stages of yeast strain evaluation. / AFRIKAANSE OPSOMMING: Navorsing in moderne wynkunde is sterk gefokus op die produksie van wyn waarvan die kwaliteit van In volhoubare goeie peil is, sowel as die verdere verbetering van bestaande wynkwaliteit, deur In verhoging van die sensoriese eienskappe van wyn. Die vorming van gliserol tydens alkoholiese fermentasie het betrekking op beide hierdie aspekte. In Opvatting wat wyd gehuldig word en wat reeds sedert die vroeë jare van die 20e eeu geld, impliseer dat gliserol In positiewe bydrae lewer tot wynkwaliteit. Oor die algemeen word dit beskou dat gliserolvlakke hoër as wat normaalweg in wyn aangetref word, kan bydra om die kwaliteit van die wyn nog verder te vehoog. Daar is ook spekulasie dat verhoogde gliserolvlakke in wyn die intensiteit van die aroma van wyn kan verhoog. Hierdie opvattings het tot gevolg gehad dat veskeie strategieë ontwikkel is om die gliserol vlakke wat tydens die fermentasieproses gevorm word, te verhoog. Baie min inligting oor die gliserolinhoud van Suid-Afrikaanse wyn is tot onlangs gepubliseer. Ten spyte van die opvattings oor gliserol en wynkwaliteit wat reeds oor In lang tydperk gehuldig word, bly sekere aspekte van die verwantskap tussen gliserol en wynkwaliteit nog steeds onduidelik. Redes vir hierdie situasie kan hoofsaaklik toegeskryf word aan die totale afwesigheid van betroubare en substansiële eksperimentele data wat as basis kan dien vir die evaluering van die algemene opvattings aangaande die verwantskap tussen gliserol en wynkwaliteit. Die inligting wat wel beskikbaar is, is verder ook oorwegend van In empiriese aard. Huidig word gliserol selde op In roetine basis in die analitiese laboratorium bepaal, hoofsaaklik omdat die bestaande metodes tydrowend is en nie maklik geoutomatiseer kan word nie. In hierdie studie is In kwantitatiewe databasis opgestel waarin die inligting ten opsigte van die gliserolvlakke van 450 kommersiële Suid-Afrikaanse tafelwyne waarvan die kwaliteit beoordeel is, vervat is. Die kultivars Chardonnay, Chenin blanc, Sauvignon blanc, Cabernet Sauvignon, Merlot, Shiraz en Pinotage is gebruik vir hierdie doel en die seleksie van wyne was verteenwoordigend van In wye verskeidenheid wynstyle, insluitende droë wit-, halfdroë wit-, droë rooi- en laatoeswyne. Die gemiddelde gliserolvlakke in die witwyne was heelwat laer as die gemidelde gliserolvlakke in die droë rooiwyne (6.82 gIL teenoor 10.49 gIL, onderskeidelik). Geen beduidende verwantskap kon aangetoon word tussen die gliserolkonsentrasie in die wyn en die geografiese oorsprong, oesjaar, en die gisras wat gebruik is in die produksie van die wyn nie. Die kwaliteit van rooiwyn kon nie beduidend met die gliserolkonsentrasie geassosieer word nie. In die geval van wit wyn was die verwantskap statisties beduidend, maar die verskille was klein en moontlik nie van veel praktiese waarde nie. Die aktualiteit van gliserol vir die moderne Suid-Afrikaanse wynmaker is geëvalueer op grond van die opinies van In paneel van 15 Suid-Afrikaanse kundiges, rakende aspekte wat verband hou met die algemene opvattings oor gliserol en wyn. Die paneel het bestaan uit wynmakers, wynkundiges en chemici. Die opinie van die panel is deur middel van "n vraelys bekom en is vervat in "n kwalitatiewe databasis. Die resultate van hierdie menigspeiling het getoon dat gliserol wel vir die Suid- Afrikaanse wynmakers belangrik is en dit het ook die behoefte uitgewys vir die ontwikkeling en optimisering van metodes wat geskik is vir die roetine analyses van gliserol in wyn. Die invloed van gliserol op die vlugtigheid van "n seleksie van hoëralkohole en esters is ondersoek in "n model wyn sowel as "n wit wyn, waarvan die basiese gliserolkonsentrasie 5.4 gIL was. Soliede-fase mikroekstraksie van die gasfase van wyn is opgevolg met "n gaschromatografiese analise. Resultate het getoon dat "n stapsgewyse toename in die gliserol konsentrasie, oor "n konsentrasie reeks van 0 - 10 gIL in die model wyn, en 0 - 15 gIL in die wit wyn, nie gepaard gegaan het met "n reglynige toename of afname in die konsentrasie van die aromakomponente nie. Vir al die komponente wat ondersoek is, was die samestelling van die gasfase in monsters wat die laagste gliserol konsentrasie gehad het, teenoor dié wat die hoogste gliserol konsentrasie gehad het, nie beduidend nie. Nietemin het die resultate getoon dat gliserol wel "n effek het op die vlugtigheid van die aroma komponente wat in hierdie ondersoek gebruik is, maar dat die aard van die effek kompleks en nie-liniê is. Fourier-transformasie-infrarooispektroskopie (FT-IR) is gebruik om die metodes vir die analise van gliserol in wyn sodanig te optimiser, dat vinnige en akkurate bepalings op "n roetine basis in wyn gedoen kan word. Kalibrasies is ontwikkel vir die kwantifisering van gliserol in droëwyn en laatoeswyn. Die standaard voorspellingsfout van die kalibrasies wat ontwikkel is, was 0.38 gIL in droëwyn en 0.65 gIL in die geval van laatoeswyn. Inherente variasie in die FT-IR-spektra word deur eksterne faktore soos die proses tegnologie wat gebruik is om die wyn te berei, die kultivar en geografiese oorsprong van die wyn veroorsaak en hierdie variasie kan "n effek hê op die voorspelingsakkuraatheid van FT-IR spektroskopie. Om die effek van hierdie variasie op die akkuraarheid van die analitiese data te evalueer, is die voorspelling van gliserol as modelsisteem gebruik. Hoofkomponentanalise van die FT-IR spektra is gedoen om dié wyne met onnatuurlike FT-IR-spektra te identifiseer, ten einde beheer oor die akkuraatheid van die analitiese data uit te oefen. "n Verdere model wat ook gebaseer is op hoofkomponentanalise van die FT-IR-wynspektra is ontwikkel vir die interpretasie en klassifikasie van wynmonsters met onnatuurlike FT-IRspektra. Met die model wat ontwikkel is kon onnatuurlike wynmonsters met "n akkuraatheid van 100% gëidentifiseer word. Hierdie werk vorm die basis waarop kwaliteitsbeheer verder uitgebrei kan word sodat wyne met onnatuurlike spektra gëidentifiseer kan word, sowel as om te verseker dat akkurate data gegenereer word as FT-IR as analitiese metode gebruik word vir die kwantifisering van gliserol in wyn. FT-IR spektroskopie is ook gebruik om "n vinnige skandeerproses te ontwikkel waarmee die fermentasieprofiele van wyngiste geëvalueer kan word. Die seleksie giste wat vir hierdie doel gebruik is, sluit kommersiële Suid-Afrikaanse wyngiste in, sowel as hibriede Saccharomyces cerevisia-giste wat normaalweg hoër vlakke van gliserol tydens die fermentasieproses produseer. Kalibrasies is ontwikkel vir die akkurate kwantifisering van gliserol, vlugtige suur, alkohol, reduserende suiker en glukose, in Chenin blanc-mos sowel as in 'n sintetiese medium. Hierdie werk vorm die basis waarop verdere uitbreidings gedoen kan word, sodat meer metaboliete gemeet kan word en 'n groter verskeidenheid van fermentasiemedia gebruik kan word. Hierdie ontwikkeling is waardevol vir toekomstige toepassings in die navorsings- sowel as die industriële omgewing. Die metode wat ontwikkel is illustreer ook hoe hierdie toepassing 'n ondersteunende rol kan speel in wyngisontwikkelingsprogramme deur die aanvanklike evalueringsproses van die giste te versnel.

Thesis (MSc)--Stellenbosch University, 2003. / ENGLISH ABSTRACT: Scotch whiskey is of two main types, namely Scotch malt whiskey, made from malted barley alone, or Scotch grain whiskey, made from cereals, such as wheat or maize, together with malted barley. In both processes, the enzymes from the barley are responsible for starch conversion and should always be derived entirely from the malted barley. No exogenous enzymes are allowed to be added to any mashing. The enzymes involved in the conversion process to fermentable sugars, are the aand p-amylases, limit dextrinase and p-glucosidase. Maize, on the other hand, contains no enzyme activity, therefore enzymes need to be added when producing whiskey from maize alone. In other whiskey-producing countries where maize is freely available and cheaper than barley, the use of exogenous enzymes are allowed in the mashing process and is crucial for the formation of fermentable sugars from complex carbohydrates. The cost of the enzymes, however, can push the production cost of whiskey to higher levels. Saccharomyces cerevisiae does not have any amylolytic activity, but is an excellent fermenter and produces favourable organoleptic notes, which makes it very suitable for producing potable spirit. Efforts have been made to genetically improve industrial strains, relying on classical genetic techniques followed by the selection of broad traits, such as ethanol tolerance, absence of off-flavours and carbohydrate/starch utilisation. No strain has thus far been selected for total starch degradation during the fermentation of whiskey mash. Over the last decade, considerable progress has been made in the development of genetically improved strains for the distilling, wine, brewing and baking industries. The expression of heterologous genes introduced a new dimension in approaches to the genetic improvement of industrial strains. It would therefore be cost-effective to use a yeast strain that can produce active and sufficient enzymes to ferment raw starch efficiently to alcohol without lowering the quality of the end product. No such strain has been developed to date, but the continuous improvement of starch-utilising strains has made this goal more achievable. Two a-amylase genes, namely LKA 1 and LKA2, were previously isolated from Lipomyces kanonenkoae. In this study, we selected 4 strains on the basis of criteria that are important for whiskey-specific strains. The selected strains were transformed with LKA 1, as well as with a combination of LKA 1 and LKA2 genes. The wine yeast VIN13 was included in the transformation of LKA1 and LKA2 because of its rapid fermentation rate. The genes were integrated into the genomes of the yeast strains and were stable after many generations. Assays showed that a significant increase in enzyme activity was induced in the whiskey strains, compared to the untransformed strains. The strains also showed good fermentation ability in whiskey fermentations, although optimum alcohol production was still not achieved. / AFRIKAANSE OPSOMMING: Skotse whiskey bestaan uit 2 tipes, nl. mout whiskey, gemaak slegs van mout d.w.s. gars wat die mout proses ondergaan het, en graan whiskey wat gemaak word van gewasse soos mielies of koring, waarby mout gevoeg word. Die ensieme afkomstig van die mout is verantwoordelik vir die omsetting van stysel na fermenteerbare suikers en geen eksogene ensieme mag by die gars- of graanmengsel gevoeg word nie. Die ensieme wat betrokke is by die omsetting van stysel, is die a- en ~- arnitases, limiet dekstrinase en ~-glukosidase. Mielies bevat geen ensiemaktiwiteit nie, dus moet ensieme by die proses gevoeg word indien slegs mielies vir die vervaardiging van whiskey gebruik word. In whiskey produserende lande waar mielies vryelik beskikbaar is en goedkoper is as gars, word eksogene ensieme by die graanmengsel gevoeg vir die vrystelling van fermenteerbare suikers vanaf komplekse koolhidrate. Die hoë koste van die ensieme kan egter die produksiekoste van whiskey verhoog. Saccharomyces cerevisiae besit geen amilolitiese aktiwiteit nie, maar is 'n uitstekende fermenteerder en produseer gewensde organoleptiese geure. Om hierdie redes is S. cerevisiae baie geskik vir die produksie van drinkbare etanol. Navorsingspogings om industriële rasse geneties m.b.v. klassieke genetiese metodes te verbeter, kom wydverspreid in die literatuur voor. Dit sluit in die seleksie van rasse met 'n verskeidenheid van eienskappe soos etanol toleransie, die afwesigheid van afgeur produksie en koolhidraat/stysel benutting. Geen ras is egter tot op hede geselekteer vir totale stysel afbraak gedurende fermentasie nie. Groot vordering is gedurende die laaste dekade gemaak in die ontwikkeling van genetiese verbeterde rasse vir die wyn- stokery- en brouers industrieë. Die uitdruk van heterogene gene in gisrasse gee 'n nuwe dimensie aan die genetiese verbetering van industriële rasse. Die gebruik van 'n gisras wat aktiewe en genoegsame ensieme produseer om rou stysel te fermenteer, sonder om die kwalitiet van die eindproduk nadelig te beïnvloed, kan die produksiekoste van whiskey aansienlik verminder. Geen gisras met hierdie eienskap is tot op hede ontwikkel nie, maar die voortdurende verbetering van rasse om stysel af te breek maak hierdie doel meer bereikbaar. Twee a-amilase gene, nl. LKA 1 en LKA2 is voorheen uit Lipomyces kononenkoae geïsoleer. In hierdie studie is 4 gisrasse geselekteer op grond van die kriteria wat nodig is vir whiskey giste. Die geselekteerde rasse is getransformeer met LKA 1 sowel as 'n kombinasie van LKA 1 en LKA2 gene. Die wyngis VIN13 is ingesluit by die transformasie met die LKA1 en LKA2 gene, omrede VIN13 bekend is as 'n vinnige fermenteerder. Die gene is geïntegreer in die genoom van die verskillende gisrasse en is stabiel na vele generasies. Die getransformeerde rasse het 'n betekenisvolle verhoging in ensiemaktiwiteit teenoor die nie-getransformeerde rasse getoon. AI die transformante het ook goeie fermentasie vermoë getoon in whiskey fermentasie proewe. Optimum alkoholproduksie is egter nie verkry nie.