Consumer Attitudes to Low-Alcohol Wine: An Australian Sample

While previous studies have reported negative attitudes to low-alcohol wine products, it is clear from the results of the current study that these attitudes stem predominately from the alteration in taste rather than from the reduction in alcohol per se. Undoubtedly many consumers will still prefer a higher alcohol wine, but the option of a similar tasting, lower alcohol wine to consume if driving or for health benefits and physical reasons is a market waiting to be tapped.. Further studies are required to investigate actual uptake of low-alcohol wine, though this study has demonstrated that the potential market is large enough to begin the important challenge of delivering low-alcohol wine.