**8. Conclusions**

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 wine products. However, research on this is warranted.
