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

In a sample of 3,390 weekly wine and beer drinkers 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. Furthermore, appeal decreased as the %ABV shown on the label decreased.

Understanding of strength was generally high across the various drinks with drinkers’ understanding of strength being better for drinks labelled lower in strength.

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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