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

Josselin Masson and Philippe Aurier

International Journal of Entrepreneurship and Small Business, 2017, vol. 32, issue 1/2, 102-117

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.

Keywords: new product; sensory attribute; effect of information; light food product; wine; alcohol. (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijesbu:v:32:y:2017:i:1/2:p:102-117

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