Consumer Attitudes to Low-Alcohol Wine: An Australian Sample

Anthony Saliba; Linda Ovington; Carmen Moran; Johan Bruwer

Consumer Attitudes to Low-Alcohol Wine: An Australian Sample

Anthony Saliba, Linda Ovington, Carmen Moran, Johan Bruwer

Research output: Contribution to journal › Article

Abstract

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.

Original language	English
Pages (from-to)	1-8
Number of pages	8
Journal	Wine and Viticulture Journal
Volume	28
Issue number	2
Publication status	Published - 2013

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Consumer attitudes

Alcohol

Wine

Market potential

Health benefits

Cite this

Saliba, A., Ovington, L., Moran, C., & Bruwer, J. (2013). Consumer Attitudes to Low-Alcohol Wine: An Australian Sample. Wine and Viticulture Journal, 28(2), 1-8.

Saliba, Anthony ; Ovington, Linda ; Moran, Carmen ; Bruwer, Johan. / Consumer Attitudes to Low-Alcohol Wine : An Australian Sample. In: Wine and Viticulture Journal. 2013 ; Vol. 28, No. 2. pp. 1-8.

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Saliba, A , Ovington, L , Moran, C & Bruwer, J 2013, 'Consumer Attitudes to Low-Alcohol Wine: An Australian Sample', Wine and Viticulture Journal, vol. 28, no. 2, pp. 1-8.

Consumer Attitudes to Low-Alcohol Wine : An Australian Sample. / Saliba, Anthony ; Ovington, Linda ; Moran, Carmen; Bruwer, Johan.

In: Wine and Viticulture Journal, Vol. 28, No. 2, 2013, p. 1-8.

Research output: Contribution to journal › Article

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T1 - Consumer Attitudes to Low-Alcohol Wine

T2 - An Australian Sample

AU - Saliba, Anthony

AU - Ovington, Linda

AU - Moran, Carmen

AU - Bruwer, Johan

N1 - Imported on 12 Apr 2017 - DigiTool details were: month (773h) = March/April; Journal title (773t) = Wine and Viticulture Journal. ISSNs: 1838-6547;

PY - 2013

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N2 - 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.

AB - 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.

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KW - Low alcohol wine

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Saliba A , Ovington L , Moran C, Bruwer J. Consumer Attitudes to Low-Alcohol Wine: An Australian Sample. Wine and Viticulture Journal. 2013;28(2):1-8.