*5.3.2 Price*

Next to taste, price is another main determinant in wine purchase decisionmaking. Willingness to pay for non-standard wines with health benefits varied in previous literature. Some studies found that consumers are willing to pay more for wine made with grapes enriched in resveratrol [58]. However, others found that consumers expect lower alcohol wines to be cheaper compared to standard wine [29, 57]. As price has been described as an indicator of quality, a perceived lower quality associated with alcohol reduced wines could be a possible explanation for these findings [59]. Another explanation could be that consumers may not be aware of the additional steps, and therefore additional costs, involved in the production of low alcohol wine. Adequate information for the consumers about the process and technology involved in the production of low alcohol wines may help to establish the market potential for these wines.

#### *5.3.3 Cultural differences in acceptance*

Perception willingness-to-pay, and overall acceptance of low-alcohol wines may, 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 of wines with reduced alcohol content is needed.
