3,390 weekly wine and beer drinkers sampled from a nationally representative UK panel participated in an experiment in which they were randomised to see different wines and beers labelled with different verbal descriptors denoting lower alcohol strengths, with or without a number denoting the percentage alcohol by volume (%ABV). Participants then reported their perceptions of the type of person that would find the drink they had been randomised to see appealing and the type of occasion on which it was likely to be drunk.
What are the perceived target groups and occasions for wines and beers labelled with verbal and numerical descriptors of lower alcohol strength? An experimental study. BMJ Open. Vasiljevic M, Couturier DL, Marteau TM.