Exploring the barriers and triggers towards the adoption of low- and no-alcohol (NOLO) wines

Abstract

Alcohol consumption has been declining in Australia over the last 15 years, mostly driven by younger generations, who are reducing or eliminating their alcohol intake to improve their health and for fear of addiction . With more risks associated with drinking alcohol, people are turning to alternative ways of drinking , including low- and no-alcohol (NOLO) wines. Despite this, little is known about the barriers and triggers towards the adoption of NOLO wines from a consumer’s point of view. In addition, the studies published on the topic have collected data from samples of wine drinkers, thus failing to bring in the perspective of non-drinkers, who represent another potential target market for no-alcohol wines. In response to this knowledge gap, the present study proposes a theoretical model using the Theory of Consumption Values to understand consumers’ attitudes toward NOLO wines and advise the wine industry and policymakers to guide more effective decisions on marketing NOLO wines to consumers. We collected data from a representative sample of 712 Australian consumers, split between drinkers and non-drinkers. Results show that functional consumption value had a statistically significant effect on drinkers and non-drinkers, whilst situational and social consumption values do not. The emotional and epistemic consumption values have a statistically significant effect only on drinkers. Both drinkers’ and non-drinkers’ attitudes toward NOLO wines had a positive, statistically significant effect on purchase intention and word-of-mouth (WOM). Wine knowledge did not moderate the relationship between attitudes, purchase intention and WOM.