New research from the Adelaide Business School at the University of Adelaide offers fresh insights into the growing consumer interest in no, low, and mid-strength (NLM) alcohol wines. Dr Hannah Ford’s study provides a comprehensive behavioural framework that illuminates the diverse factors behind the rising appeal of these alternative wine products while examining the wine industry’s influential role—particularly retailers and marketers—in shaping consumer engagement and acceptance.
Published in the Journal of Marketing Management, Dr Ford’s scoping review synthesises findings from 38 peer-reviewed studies, uncovering the complex interplay between psychological drivers and market dynamics in the NLM wine space. She proposes that consumer interest in NLM wines is not merely a matter of health preference but a multifaceted response to broader behavioural and social cues. The study introduces the concept of a ‘SHIFT’ behavioural framework—where Social context, Habits, Identity, Feelings, and Tangibility all contribute to consumers’ decisions regarding alcohol moderation. According to Dr Ford, these behavioural pillars offer a lens through which future research can delve deeper into how targeted marketing and messaging might enhance the appeal of NLM wine products.
The review also highlights the strategic importance of wine producers and retailers in building and sustaining demand for these products. Dr Ford shows how industry stakeholders can effectively guide consumer behaviour through subtle yet powerful cues by drawing on the “MAPED” framework—Motivation, Action, Prompt, Environment, and Design. This includes strategies such as offering positive reinforcement through advertising, enhancing the sensory experience of NLM wines, and promoting the lifestyle benefits of moderate drinking. Notably, she underscores that market acceptance hinges on a combination of product innovation and consumer education, supported by credible, values-driven marketing.
A particularly striking aspect of Dr Ford’s findings is the recent academic focus on NLM wines. While the first known study on no- and low-alcohol wines appeared in 1994, it wasn’t until 2012 that researchers seriously began to investigate consumer perceptions specific to no-alcohol wine. Since then, the field has grown exponentially, with the number of publications more than doubling in the past ten years. This surge reflects a shift in societal norms—such as the rise of the ‘sober curious’ movement—and increasing consumer awareness around health and wellness.
However, despite this growth, Dr Ford points out significant gaps in the literature. For instance, many studies have concentrated on red or white table wines, with less attention given to sparkling, rosé, or other styles. There is also a tendency to group ‘no’ and ‘low’ alcohol wines together, even though consumer attitudes towards these categories may differ considerably. Additionally, few studies employ immersive or experiential methodologies such as sensory tastings or choice experiments, which are critical for understanding consumers’ purchasing decisions in real-world settings.
Cultural and psychographic diversity is another area where existing research falls short. Dr Ford advocates for more cross-cultural studies to explore how factors such as tradition, identity, and social norms influence wine consumption patterns globally. She also recommends that future research move beyond purely rational decision-making models to include emotional, implicit, and subconscious influences. She suggests that concepts like Cognitive Dissonance and Behavioural Reasoning Theory can offer nuanced insights into why consumers might express interest in NLM wines but ultimately fail to purchase them.
The implications of this research are wide-reaching, especially for wine producers seeking to stay competitive in an evolving market. As younger consumers embrace moderation and seek products aligned with their wellness values, the wine industry must adapt by developing offerings that are lower in alcohol but also authentic, enjoyable, and culturally resonant. Dr Ford sees Adelaide Business School as pivotal in this transformation, particularly through its involvement with the NoLo Wine Research Facility. This institutional commitment signals a broader ambition: to provide research-led guidance for a wine sector responsive to consumer needs and aligned with long-term sustainability goals.
Dr Ford’s scoping review represents a foundational step toward a more sophisticated understanding of NLM wine consumption. By foregrounding behavioural science and industry collaboration, the research charts a path forward for academics and practitioners aiming to support healthier drinking cultures without sacrificing wine’s rich tradition and sensory experience.
More information: Hannah Ford et al, Exploring consumers’ drinking behaviour regarding no-, low- and mid- alcohol wines: a systematic scoping review and guiding framework, Journal of Marketing Management. DOI: 10.1080/0267257X.2025.2499101
Journal information: Journal of Marketing Management Provided by University of Adelaide