The impact of product information and repeated exposure of local apple juice on consumer liking, sensory perception and concept associations was studied. Findings showed that consumers had high expectations towards the studied local apples juices. Consequently, the liking for the local apple juices was higher when the consumers were informed about the product versus blind tasting. This shift was explained by an assimilation effect i.e. the consumers rated the liking in the informed product condition closer to their expectations. However, the assimilation effect was incomplete as the product information did not fully determine consumer liking. Thus the sensory characteristics were also found to be of importance. Besides liking, the concept associations were also affected by product information. All local apple juices were associated as being more exclusive under informed tasting conditions. No effects were found for liking of the apple juices over repeated exposure. Also, the consumers did not change their sensory perception over repeated consumption. However, the local apple juices were conceptualised as more familiar but remained exclusive after repeated consumption. When local producers have to market their products, they are recommended to focus on product information as a selling point as this information strongly influences liking, concept associations and sensory perception of the product. However, in order to ensure successful products, the sensory characteristics of the product must not be compromised as these influence liking in a manner increasing over repeated consumption.