Consumer Behaviour towards No- and Low-alcohol Wine in Italy: a quantitative analysis.

The latest European Regulation 2021/2117 has been finally adopted by Italy on 20 December 2024, making it the last Member State to implement it. The regulation allows dealcoholized, No-alcohol, and partially dealcoholized, Low-alcohol, wine to be labeled and commercialized as “wine”. NOLO wine represents a new emerging market, which is believed to grow exponentially in the next years. Consumer behavior for this product has been only recently analyzed and studied. Specifically in Italy, there are very few studies aimed at understanding Italian consumer behavior. The objective of this research is to define Italian consumers’ perception of NOLO wine. Health is believed to be the main driver for NOLO wine consumption. Indeed, the youngest generation are adopting a healthier lifestyle, decreasing alcohol consumption. The empirical analysis, conducted via a survey, helps understanding Italian’s position toward NOLO wine.