Att uppleva alkoholfritt rödvin : En kvalitativ studie av konsumentacceptans och konsumentpreferenser

Sammanfattning

In tandem with an increased interest and curiosity for conscious alcohol consumption, the demand for non-alcoholic alternatives has grown. However, non-alcoholic red wine continuously faces persistent shortcomings and criticism from consumers. The present study investigates the different factors contributing to consumer preferences for non-alcoholic red wine, with a particular emphasis on the perception and valuation of sensory attributes such as aroma, complexity, and mouthfeel are experiences and valued. The study was conducted with a combined method approach, consisting of a survey to collect demographic background data, followed by two focus group interviews involving a total of 14 participants. During the interviews, respondents sampled three non-alcoholic red wines, followed by conversations and discussions that highlighted attitudes, usage contexts, and experiences associated with the product. Furthermore, the interviews explored the “alcohol-free trend”, identifying specific situations where respondents would or would not consume the wines, as well as what feedback they would offer the producer. The findings indicate that the respondents predominantly evaluate non-alcoholic wines through the lens of traditional red wine, revealing a clear demand for equivalent sensory attributes. Moreover, the results showed that the respondents experienced deficiencies in structural components, complexity, and depth, which significantly diminished the purchase intent. The conclusion of the study is that non-alcoholic red wine cannot be accepted as a direct substitute for traditional red wine, though it remains a viable product within alternative gastronomic contexts. Finally, the results highlight a distinct potential for further development by producers.