What does the public think are the ‘target groups’ and ‘occasions’ for lower strength wines and beers?

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.

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How do regular drinkers perceive wines and beers labelled as lower in strength?

In a sample of 3390 weekly wine and beer drinkers, published in Psychology of Addictive Behaviors 30th August 2018, we assessed the impact of labelling wine and beer with different verbal descriptors denoting lower strength, with and without %ABV, on product appeal and understanding of strength.

Products labelled with verbal descriptors denoting lower alcohol strength (Low and Super Low) had less appeal than Regular (average) strength products.

Impact on product appeal of labeling wine and beer with (a) lower strength alcohol verbal descriptors and (b) percent alcohol by Vol. (%ABV): An experimental study.
Psychology of Addictive Behaviors. Vasiljevic, M., Couturier, D.-L., & Marteau, T. M. (2018).

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