Abstract
The growing demand for non-alcoholic beverages, driven by health-conscious consumers and shifting social norms, has positioned dealcoholized wines as a promising alternative in the global beverage industry (Akhtar et al., 2024, Kakroo, 2024). Despite increasing interest, limited research explores consumer motivations, perceptions, and demographic trends influencing acceptance (Shaw et al., 2023). This study explores awareness, perceptions, and situational preferences for dealcoholized wines through a survey of over 300 adults in the Italian region of Trentino/Alto Adige, which is situated at the crossroads between Italian and German wine cultures, focusing on demographic disparities and actionable factors influencing consumption. A structured online survey was administered via Survey Monkey, capturing demographic data (age, gender, income, occupation) and responses to address the familiarity, purchase behavior, sensory expectations, and social perceptions of NOLO wines. Descriptive analysis of percentage-based results revealed that despite low familiarity with NOLO wines, a significant 74% of total respondents expressed willingness to recommend it, highlighting promising potential. Major key drivers for trying NOLO wines included wine-tasting opportunities 75%, positive reviews 54%, promotions 32%, and package design 12% while smooth mouthfeel 65% and similarity to traditional wines 71% were critical sensory expectations for the NOLO wines. However, social and practical barriers, such as limited availability and ingrained habits, contributed to 80% never purchasing these wines. The study reveals that while dealcoholized wines are gaining interest among health-conscious consumers in Trentino/Alto Adige, low familiarity and availability are major barriers. Key motivators for trying these wines include tasting opportunities and positive reviews. To increase consumption, producers should focus on providing tasting experiences and addressing availability issues.