Thumbnail Master CURRENT v2Lower Alcohol Wines: A Multi-Market Perspective 2014
86 page Power Point (pdf) – GBP 1,500 / EUR 1,800 / USD 2,475 / AUD 2,775 or 3 Report Credits
“All businesses have certain demands and challenges to meet. Whether it be increasing market share, maintaining profit margins in an ever competitive marketplace or developing new products to satisfy ever changing customer wants and needs, the list is seemingly endless. The wine industry, and alcohol industry in general, also have the added pressure of operating in a sector which is coming under increasing scrutiny with regards to social responsibility. As everyone knows alcohol is an ‘intoxicant’ and you need look no further than a recent news article or programme to see we are constantly being reminded of its negative effects whether it be to our health, through a catalyst for crime and violence or drink driving”.
“There are many ways in which the industry has responded to these issues through clear advisory labels, customer education and involvement in industry body and government initiatives. Another way the industry can respond is through the development of products containing less alcohol such as lower alcohol wines. Aside from aligning with many government policies, lower alcohol wines also meet a growing consumer trend in health and wellbeing where increasing attention is paid to the food and drink we consume. This has also lead to some lower alcohol wine products being developed specifically for the diet market”.
“We first published a multi-market report on lower alcohol wines in 2013; so how has the landscape for these products changed in past 12 months? Firstly, from a legislative point of view, the market is still fragmented and complex, both lacking in a unified definition for these products and burdened by a range of varying, market specific, legislation. Some benefits can be gained for producers and consumers from lower tax and duties on these products but this varies by market and, in some cases such as the UK, is applied unevenly when compared to other alcoholic beverage categories such as beer and spirits”.
Excerpts from the report introduction
Executive summary
The lower alcohol landscape
Consumers estimation of alcohol content in wine
Current and potential usage of lower alcohol wines
Lower alcohol wine purchasing behaviour
Lower alcohol wine buyers group profiling by market

o Belgium
o Canada
o France
o Germany
o Netherlands
o Sweden
o UK

Note* Tracking not available for Belgium and Netherlands as these markets were not tested in 2013
Quantitative Methodology:
The data for these 8 markets was collected in November 2012, April 2013, November 2013, March 2014 and April 2014. Data was gathered via Wine Intelligence’s Vinitrac® online survey platform with a minimum of 997 regular wine drinkers per country. Each sample is representative of regular wine drinkers (Canada, UK, USA, Belgium and Netherlands) or wine drinkers (France) in that country.
For full details on the methodologies used in Wine Intelligence research, please contact
View PDF Report Brochure (including contents and methodology)
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