Australian consumer perception of non-alcoholic beer, white wine, red wine, and spirits

Abstract

The low- and no-alcohol beverage categories have experienced unprecedented and continued growth in major consumption markets. Although recent reports indicate that these alternatives could help reduce alcohol-related harm, few studies have focused on the no-alcohol category. This study draws from past low-alcohol research to explore consumer awareness, experience, willingness to try, liking, behavioural intention to consume, and willingness to pay for non-alcoholic beer, wine, and spirits. Data were collected from 679 Australian survey respondents and 32 tasting participants between 2020 and 2022. The results showed that, despite high awareness levels, many respondents were unwilling to try non-alcoholic options. However, prior experience led to favourable perceptions, particularly regarding the taste of non-alcoholic beverages. Additionally, experience with the no-alcohol category positively influenced the respondents' behavioural intention to consume and willingness to pay. However, the analysis showed that pricing structures in Australia remain well above consumer expectations. The findings highlight the importance of tasting to overcome consumers’ unwillingness to try. Future research is needed to understand consumer motivations and the influence of knowledge and packaging format in the acceptance of non-alcoholic beer, wine, and spirits to inform the beverage industry and policymakers.