To understand how consumers engage with our products, it is essential to examine the effects of the supply chain beyond the brewery. This presentation will explore the various information sources available to brewers for evaluating the consumer experience, with a focus on sensory. We will identify which sources provide the most valuable insights, how to compare data across different products and supply networks, and how to use this information for performance benchmarking. Additionally, we'll present a practical example demonstrating how resources, from new product testing to brewery analytical data, can be leveraged to understand the consumer perspective and drive actionable improvements across various departments.