Non-Alcoholic Wine Perceptions in Switzerland and South Africa

Situation

The global wine industry is undergoing significant transformation as consumers increasingly seek healthier and more inclusive beverage options. Non-alcoholic wines have emerged as a promising alternative, yet consumer acceptance remains limited, also due to sensory challenges. This project investigates consumer perceptions and acceptance of non-alcoholic wines among young adults (18–44 years) in Switzerland and South Africa, two countries with distinct wine cultures and consumption patterns. Using a quantitative experimental design, the study will evaluate four distinct non-alcoholic wines. Sensory liking, emotional responses, consumer attitudes, and willingness to pay will be assessed through sensory evaluation and structured questionnaires. Data collection will combine hedonic ratings, Check-All-That-Apply (CATA) questions, Just-About-Right (JAR) scales, word association tasks, and measurements of implicit and explicit emotions using FaceReader™ and EmoSemio. A total of 60–80 participants per country will be recruited through institutional networks, consumer panels, and social media. The project aims to identify key drivers of liking and disliking, explore cultural differences in consumer perception, and generate evidence-based recommendations for product development and marketing. By comparing two culturally distinct markets, the study will contribute to innovation in the wine sector and support the development of healthier and more inclusive consumption choices.