Characteristics of dealcoholized and partially dealcoholized wines on company websites and their influence on the price

Abstract

The market for beverages obtained from dealcoholization of wine has grown from $7.8 billion in 2018 to $10 billion in 2022 in ten key markets; IWSR forecasts that no- and low-alcohol products’ volume will grow by +8% yearly between 2022 and 2025. Considering the segment of non-alcoholic wine, its demand is expected to surge at a CAGR of 10% from 2023 to 2033 (2022 Report from Fact.MR). Companies have the opportunity to pursue product differentiation through the wide heterogeneity of attributes that can be communicated through the website. The purpose of this study is to examine the offerings of companies producing fully or partially dealcoholized wines, through the statistical analysis of data relating to the product attributes communicated by the websites. The data were collected considering a sample of 360 wines, fully or partially de-alcoholized, presented on 43 corporate websites, with reference to the following variables: company location, still/sparkling, color, grape origin, grape variety, container capacity, packaging material, alcohol content, alcohol removal technique, retail prices, awards/recognitions, certifications, production of conventional wines, production of other alcoholic beverages, places (virtual and physical) of purchase and presence on social media. The collected data fed into a database that was used to perform statistical analyses related to the variables considered, for each of which the relationship with product prices was considered.