Universität zu Köln

Bucher, Tamara, Frey, Eveline, Wilczynska, Magdalena, Deroover, Kristine and Dohle, Simone ORCID: 0000-0003-1535-5464 (2020). Consumer perception and behaviour related to low-alcohol wine: do people overcompensate? Public Health Nutr., 23 (11). S. 1939 - 1948. CAMBRIDGE: CAMBRIDGE UNIV PRESS. ISSN 1475-2727

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Abstract

Objective: Compared with standard wines, low-alcohol wines may have several social and health benefits. Innovative production processes have led to high-quality light wines. It is, however, unclear how consumers perceive and consume these alcohol-reduced wines. The current study aimed to investigate how people evaluate low-alcohol wine (Sauvignon Blanc) and if the reduction in alcohol and the information that a wine is low in alcohol influences consumption. Design: Randomised controlled trial (RCT). Setting: Participants were invited to a wine tasting and randomised into one of the three conditions: they either tasted a 'new white wine' (12 center dot 5 % alcohol content), a 'new low-alcohol white wine' (8 center dot 0 % alcohol content) or they tasted the low-alcohol wine but were not aware that the wine was reduced in alcohol (low-alcohol, blinded). Participants: Ninety participants (42 % male, mean age = 41 (sd14) years). Results: Mean comparisons showed similar ratings for the low-alcohol conditions and the standard alcohol condition (mean > 5 center dot 6/7). The mean consumed amount across all conditions did not differ (162 (sd71) ml, (F-2,F-86= 0 center dot 43,P> 0 center dot 05)), hence people who tasted the low-alcohol wine consumed approximately 30 % less alcohol. However, participants were willing to pay more for the normal wine compared with the low-alcohol wine, (F-2,F-87= 3 center dot 14,P< 0 center dot 05). Conclusions: Participants did not alter their drinking behaviour in response to the reduced alcohol content, and the low-alcohol wine was perceived positively. There might be an emerging market potential for wine of reduced alcohol content, but consumers may not be willing to pay the same price as for the standard wine.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Bucher, Tamara UNSPECIFIED UNSPECIFIED UNSPECIFIED Frey, Eveline UNSPECIFIED UNSPECIFIED UNSPECIFIED Wilczynska, Magdalena UNSPECIFIED UNSPECIFIED UNSPECIFIED Deroover, Kristine UNSPECIFIED UNSPECIFIED UNSPECIFIED Dohle, Simone UNSPECIFIED orcid.org/0000-0003-1535-5464 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-325354
DOI:	10.1017/S1368980019005238
Journal or Publication Title:	Public Health Nutr.
Volume:	23
Number:	11
Page Range:	S. 1939 - 1948
Date:	2020
Publisher:	CAMBRIDGE UNIV PRESS
Place of Publication:	CAMBRIDGE
ISSN:	1475-2727
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WILLINGNESS-TO-PAY; ETHANOL CONTENT; HARMFUL USE; PREFERENCES; MARKET; HEALTHY; REDUCE; CUES Multiple languages Public, Environmental & Occupational Health; Nutrition & Dietetics Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/32535