Impact on product appeal of labeling wine and beer with (a) lower strength alcohol verbal descriptors and (b) percent alcohol by volume (%ABV): An experimental study.

Abstract

Lower strength alcohol products may help reduce alcohol consumption and associated harms. This study assessed the impact of labelling wine and beer with different verbal descriptors denoting lower strength, with and without %ABV, on product appeal and understanding of strength. 3,390 adult survey-panel members were randomised to one of 18 groups with one of three levels of verbal descriptor (Low vs. Super Low vs. No verbal descriptor) and six levels of %ABV (5 levels varying for wine and beer, and no level given). Products with verbal descriptors denoting lower strength (Low and Super Low) had lower appeal than Regular strength products. Appeal decreased as %ABV decreased. Understanding of strength was generally high across the various drinks with majority of participants correctly identifying or erring on the side of caution when estimating the units and calories in a given drink, appropriateness for consumption by children, and drinking within the driving limit. We discuss the theoretical and policy implications of these findings for public health.