# No- and Low-Alcohol Wines: Perception and Acceptance in a Traditional Wine Region in Northern Italy

## TL;DR

This study explores how people in a traditional Italian wine region perceive and accept no- and low-alcohol wines, finding positive attitudes among younger and health-focused consumers.

## Contribution

The study provides new insights into consumer behavior and market potential for NoLo wines in a traditional wine region.

## Key findings

- Women and health-oriented consumers showed higher acceptance of NoLo wines.
- Younger consumers and those with prior experience in NoLo beverages were more socially accepting and willing to recommend these wines.
- Traditional wine habits did not significantly affect NoLo wine adoption.

## Abstract

The growing interest in no- and low-alcohol (NoLo) wines reflects evolving consumer preferences toward moderation, health, and mindful drinking. This study investigates consumer perception and acceptance of NoLo wines within a traditional wine context (Trentino-Alto Adige, Italy), based on a survey of 344 people. Respondents were primarily between 18 and 34 years old. Descriptive results indicated low familiarity and purchase frequency but positive attitudes, especially among women and health-oriented consumers. Nonparametric tests revealed that gender significantly affected familiarity, social acceptance, and willingness to recommend NoLo wines, with women respondents showing higher engagement and acceptance. Age showed a weaker but still significant effect on familiarity, while consumers who regularly consumed NoLo beverages exhibited greater social acceptance and willingness to recommend. In addition, logit and probit models suggested that preference for mid-to-low alcohol levels and prior experience with alcohol-free drinks positively influenced purchase frequency. In contrast, traditional wine consumption habits and expenditure had no significant effects. These findings suggest that while NoLo wine adoption in a premium wine region such as Trentino-Alto Adige is in an emerging phase, it is underpinned by evolving young consumer motivations toward moderation, well-being, and social inclusivity, offering clear opportunities for targeted market development and product innovation.