Consumer demand for low-alcohol wine in an Australian sample

Anthony J Saliba, Linda A Ovington, Carmen C MoranCharles Sturt University, Wagga Wagga, NSW, AustraliaBackground: The aim of this paper is to inform wine producers and marketers of those in the population who are interested in low-alcohol wine by describing the results of an Australian survey.Method: In the present study, 851 adult wine consumers completed an online questionnaire on their purchasing and consumption of wine, demographics, knowledge, and reasons for consuming wine. Reasons for consumption were defined using Brunner and Siegrist’s validated model. Self-reported interest in low-alcohol wine was used to determine the likely maximum possible market size.Results: The majority of respondents considered “low-alcohol wine” to contain around 3%–8% alcohol. Results indicated that those most likely to purchase low-alcohol wine were female and those who drink wine with food. Those who drank wine more frequently showed interest in wine sold in known-dose quantities, such as one standard drink. Reasons for preferring a low-alcohol wine included driving after drinking, to lessen the adverse effects of alcohol, and to consume more without the effects of a higher-alcohol wine. Finally, results pointed to the importance of taste as a driver of consumption.Conclusion: This is the first study to define the opportunity market for low-alcohol wine in Australia agnostic to intervening variables, thus defines the likely upper limit. Further, we showed what consumers currently define as low alcohol. Both of these findings allow wine companies to make a decision on the profitability of the low-alcohol market in Australia.Keywords: consumer demand, low alcohol, wine, consumer preference