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Modifying wine alcohol content: sensory and non-sensory impacts on quantities consumed

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  • Josselin Masson
  • Philippe Aurier

Abstract

This research examines the effect of changing a wine attribute (alcohol content) with unwanted effects on product consumption. We test whether the decrease in the new product's attribute (9% alcohol content instead of 13.5%) has a physiological and cognitive influence on intake. During one month in blind and another with information on alcohol content, two groups of participants consumed either a low-alcohol wine or standard wine at home. Results show that reducing the wine alcohol content has no influence, neither physiological nor cognitive, on the quantities consumed of the low-alcohol wine, which are not significantly different to those of the standard wine. Low-alcohol wine therefore seems to be acceptable to consumers. The findings suggest a way for winemakers to extend their product range and generate additional sales. The lack of a compensation mechanism also points to promising benefits of a reduction in wine alcohol content from a public health perspective.

Suggested Citation

  • Josselin Masson & Philippe Aurier, 2017. "Modifying wine alcohol content: sensory and non-sensory impacts on quantities consumed," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 32(1/2), pages 102-117.
    • Handle: RePEc:ids:ijesbu:v:32:y:2017:i:1/2:p:102-117
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