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

Authors: Josselin Masson; Philippe Aurier

Addresses: IUT Techniques de Commercialisation, University of Haute-Alsace, CREGO – CERMAB, 34 rue du Grillenbreit – BP 50568, 68008 Colmar Cedex, France ' LabEx 'Entreprendre', University of Montpellier, MRM – Montpellier Research in Management, Place Eugène Bataillon, 34095 Montpellier Cedex 5, France

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.

DOI: 10.1504/IJESB.2017.085989

International Journal of Entrepreneurship and Small Business, 2017 Vol.32 No.1/2, pp.102 - 117

Received: 24 Jun 2015
Accepted: 21 Mar 2016
Published online: 21 Aug 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article