**7. Why marketing and labelling are important?**

First, as previously mentioned by Pickering [39], and described again by Bruwer et al. [29], lack of product awareness is still an important barrier for uptake of low-alcohol wine consumption and needs to be addressed by adequate promotional activities. Second, research on the low-alcohol wine consumer in the UK found that lower alcohol on its own is not seen as a benefit [29]. Consequently, marketing strategies may need to focus on the benefits of the product rather than the literal credentials [29]. Research on consumer behaviour does suggest that consumers value the link between beverage intake and health status, and health claims may influence beverage choice [32, 69, 70]. However, even though the interest in alcohol-reduced beverages has increased, producers and marketers should carefully consider marketing strategies around alcohol-reduced wine. Experimental studies have shown that reduced alcohol claims can reduce product appeal [71] and may negatively impact expected quality [56]. A study by Masson et al. with French consumers found that the expected quality for "low-alcohol" labelled wine was significantly lower as compared to a standard wine [56]. However, in their tasting test, ratings of low-alcohol wines (9% alcohol) did not differ from ratings of standard wines (13% alcohol), neither under blind condition nor if participants were aware, they were consuming low-alcohol wine [56]. In agreement with this, the results of a recent tasting experiment with Australian consumers suggest that participants were willing to pay less for low alcohol wine [57], although quality and taste ratings were equal between the 'low alcohol wine' and the standard wine, which was labelled as 'new wine'. Therefore, a third marketing strategy may be to inform the consumers about the recent improvements in production methods and sensory properties of low-alcohol wine innovations. Furthermore, informing the consumer about the additional steps and costs involved in the production process of low-alcohol wine may have a positive effect on consumer's willingness to pay, and could be a fourth marketing strategy to consider.

A fifth marketing strategy relates to the descriptor or terminology used on the label. Terminologies for low-alcohol wine and related beverages may be tightly regulated by country specific food standards, however it might be critical to carefully consider the wording around low-alcohol wine on labels and its impact on consumer behaviour. Altered wording used on the label, e.g., light, de-alcoholised, reduced alcohol or low alcohol might evoke different consumer perceptions and reactions [71]. Vasiljevic et al. found that the terminology also has an effect on perceived strength [72]. More insight on these influences as well as on country specific differences is needed. Finally, it may be opportune to consider the way low alcohol beverages are promoted as a new product or product category. Reducing ethanol content in beverages can be an effective strategy to reduce the harmful use of alcohol [73]. However, the way the product is promoted may impact its potential positive effects. Rehm et al. described different potential mechanisms for how reduction of alcoholic strength could affect harmful use of alcohol; by replacing standard alcoholic beverages without increasing the quantity of liquid consumed; by current drinkers choosing no alcohol alternatives for part of the time and in that way reducing the average amount of alcohol consumed; or by initiating alcohol use in current abstainers [73]. Vasiljevic et al. investigated the marketing messages accompanying online selling of low/er and regular strength wine and beer products in the UK and concluded that low/er strength beverages appear to be marketed not as substitutes for higher strength products but as ones that can be consumed on additional occasions with an added implication of healthiness [74]. For reduced alcohol beverages to reduce the harmful effects of alcohol consumption, it may thus be essential to carefully consider marketing messages and product promotion.
