No- and Low-Alcohol Wines: Perception and Acceptance in a Traditional Wine Region in Northern Italy.

The growing interest in no- and low-alcohol (NoLo) wines reflects evolving consumer preferences toward moderation, health, and mindful drinking. This study investigates consumer perception and acceptance of NoLo wines within a traditional wine context (Trentino-Alto Adige, Italy), based on a survey of 344 people. Respondents were primarily between 18 and 34 years old. Descriptive results indicated low familiarity and purchase frequency but positive attitudes, especially among women and health-oriented consumers. Nonparametric tests revealed that gender significantly affected familiarity, social acceptance, and willingness to recommend NoLo wines, with women respondents showing higher engagement and acceptance. Age showed a weaker but still significant effect on familiarity, while consumers who regularly consumed NoLo beverages exhibited greater social acceptance and willingness to recommend. In addition, logit and probit models suggested that preference for mid-to-low alcohol levels and prior experience with alcohol-free drinks positively influenced purchase frequency. In contrast, traditional wine consumption habits and expenditure had no significant effects. These findings suggest that while NoLo wine adoption in a premium wine region such as Trentino-Alto Adige is in an emerging phase, it is underpinned by evolving young consumer motivations toward moderation, well-being, and social inclusivity, offering clear opportunities for targeted market development and product innovation.