**6. Does low alcohol wine reduce alcohol consumption?**

Offering lower alcohol wine could result in a significant decrease in total alcohol consumption. However, low alcohol labelling may not only influence product selection but also consumed amounts. Previous studies in the area of food research showed that labels on food products, such as "light" or "low-fat" could trigger an increase in consumption [64, 65]. A study by Provencher et al. [64] found that people consume more of a product when they perceived the product as healthy. Similarly, there might be a risk that people overcompensate, if they consume low alcohol wine. The evidence on this is mixed. An experimental study by Vasiljevic et al. found that the total amount of drink consumed increased as the alcohol strength on the label decreased [66]. However, two other studies showed that low alcohol labelling did not increase consumption or intended consumption. In a study by Bucher et al. [57], participants consumed equal amounts of wine, whether that be standard wine (12.5% Sauvignon Blanc) or wine with reduced alcohol content (8% Sauvignon Blanc) [57]. These results are in line with the findings of another recent experimental study that concluded that reducing wine alcohol content had neither physiological nor cognitive influence on the quantities consumed [67]. A study with 1050 wine consumers, which investigated the perceived healthiness of wine on wine consumption patterns, was in line with these findings. Saliba et al. [68] found that those perceiving wine as healthy had a higher frequency but not volume of consumption.

When a beverage with reduced alcohol content is consumed in the same quantity as a standard beverage, the total alcohol consumption is significantly lower. In the study by Bucher et al., those who drank the low-alcohol wine consumed

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marketing strategy to consider.

*Production and Marketing of Low-Alcohol Wine DOI: http://dx.doi.org/10.5772/intechopen.87025*

approximately 30% less alcohol as compared to those who drank the standard wine [57]. These findings have important practical implications and suggest that reduced alcohol wine can be an effective strategy to reduce alcohol consumption and therefore decrease alcohol related risks. However, more experimental research in more natural settings is needed to investigate total alcohol consumption if consumers

First, as previously mentioned by Pickering [39], and described again by Bruwer

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

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

have the choice between a variety of different strength alcoholic wines.

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

*Production and Marketing of Low-Alcohol Wine DOI: http://dx.doi.org/10.5772/intechopen.87025*

*Advances in Grape and Wine Biotechnology*

the market potential for these wines.

*5.3.3 Cultural differences in acceptance*

of wines with reduced alcohol content is needed.

**6. Does low alcohol wine reduce alcohol consumption?**

Offering lower alcohol wine could result in a significant decrease in total alcohol

When a beverage with reduced alcohol content is consumed in the same quantity as a standard beverage, the total alcohol consumption is significantly lower. In the study by Bucher et al., those who drank the low-alcohol wine consumed

consumption. However, low alcohol labelling may not only influence product selection but also consumed amounts. Previous studies in the area of food research showed that labels on food products, such as "light" or "low-fat" could trigger an increase in consumption [64, 65]. A study by Provencher et al. [64] found that people consume more of a product when they perceived the product as healthy. Similarly, there might be a risk that people overcompensate, if they consume low alcohol wine. The evidence on this is mixed. An experimental study by Vasiljevic et al. found that the total amount of drink consumed increased as the alcohol strength on the label decreased [66]. However, two other studies showed that low alcohol labelling did not increase consumption or intended consumption. In a study by Bucher et al. [57], participants consumed equal amounts of wine, whether that be standard wine (12.5% Sauvignon Blanc) or wine with reduced alcohol content (8% Sauvignon Blanc) [57]. These results are in line with the findings of another recent experimental study that concluded that reducing wine alcohol content had neither physiological nor cognitive influence on the quantities consumed [67]. A study with 1050 wine consumers, which investigated the perceived healthiness of wine on wine consumption patterns, was in line with these findings. Saliba et al. [68] found that those perceiving wine as healthy had a higher frequency but not

technology involved in the production of low alcohol wines may help to establish

however, differ between countries. A study by d'Hauteville [60] showed higher acceptance rates for the UK (27%) and Germany (20%) than for France (12% acceptance, 61% rejection). An explanation for these findings could be that the rich culture and tradition, and level of involvement with wine in France, is associated with a lower acceptance or openness towards changes in the production methods and taste of wine [48]. Another possible explanation could be that the great success of low alcohol beer in countries like the UK, made the consumers in those countries more accepting of low alcohol beverages in general, and as such, has paved the way for wine [61]. Furthermore, it has been suggested that consumers in Germany might be more willing to accept low-alcohol wine because many traditional German wine styles are naturally low in alcohol [48]. Chan et al. [62] investigated consumer preferences and perceptions on dealcoholized wine in Malaysia and found that 20% of the respondents knew about the product but only 9% consumed it. The study aimed to analyse the Malaysian consumer's attitude and how the religious regulation status affect's this. The low (9%) consumption level was explained by the finding that most respondents (90%) perceived dealcoholized wine as not halal [62]. Additionally, a study by Yoo et al. [63] showed that Koreans were more likely to choose wine based on health enhancement properties compared with Australians. Further research on the differences between countries and cultures for acceptability

Perception willingness-to-pay, and overall acceptance of low-alcohol wines may,

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volume of consumption.

approximately 30% less alcohol as compared to those who drank the standard wine [57]. These findings have important practical implications and suggest that reduced alcohol wine can be an effective strategy to reduce alcohol consumption and therefore decrease alcohol related risks. However, more experimental research in more natural settings is needed to investigate total alcohol consumption if consumers have the choice between a variety of different strength alcoholic wines.
