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This research received no external funding.

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

*Advances in Grape and Wine Biotechnology*

**8. Conclusions**

**Acknowledgements**

at The University of Adelaide.

**Conflict of interest**

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.

Reduced alcohol wine may be a strategy to reduce total alcohol consumption and alcohol related harm. However, recent literature suggests that, despite good quality ratings when tasting the wines, people may still tend to perceive wines with reduced alcohol content as a lower quality product and may therefore wish to pay less for them. Consumers might falsely assume that wines with lower strength would be cheaper to produce or benefit from tax incentives (which is the case in some countries). To circumvent negative consequences of low alcohol labelling on perception, a few strategies have been suggested in the literature. These include increasing consumer knowledge related to alcohol reduction processes and increasing consumer awareness about high quality low-alcohol wines with appealing sensory properties. Media campaigns and specific awards or recognitions for lower strength wines might be helpful to promote consumer awareness of high quality low-alcohol

T.B. and K.D. are supported by the School of Health Sciences and the Faculty of Health and Medicine, The University of Newcastle and by Faculty of Science, School of Environmental and Life Sciences (SELS), The University of Newcastle. C.S.S. is an adjunct Senior Lecturer in the School of Agriculture, Food and Wine

wine products. However, research on this is warranted.

The authors declare no conflict of interest.

This research received no external funding.

**Notes/thanks/other declarations**

**278**
