News

We are proud to share the latest research article published by the University of Adelaide and the Australian Wine Research Institute (AWRI), as a result of our collaboration on the Australian Lifestyle Wines Research Project.

The article titled “Exploring Consumers’ Drinking Behaviour Regarding No-, Low-, and Mid-Alcohol Wines: A Systematic Scoping Review and Guiding Framework,” lead by Hannah Ford, and co-authored by Rebecca Dolan, Steve Goodman, Sue Bastian, Wes Pearson, and Armando Maria Corsi, is now available in the Journal of Marketing Management.

The three-year research project, which commenced in January 2024, is partly funded by Australian Government’s Cooperative Research Centres Projects (CRC-P) grant program ($2,997,599) along with a partner contribution to the value of $3,706,753 (in cash and in-kind) and involves a collaboration between Australian Vintage and 10 prominent industry partners  – University of Adelaide, Australian Wine Research Institute, Treasury Wine Estates, Flavourtech, DrinkWise, Tarac Technologies, S. Smith and Son, Danstar Ferment, Mauri Yeast, and Novonesis.

The primary objectives of this CRC-P are to leverage off the critical mass of infrastructure, resources and research capabilities of the Project Team to establish the Australian wine sector as the largest global producer of lifestyle (NoLo) wines, and the number one exporter of wines in this category to the US, Europe, Southeast Asia and the Middle East. These objectives are being delivered through four key research pillars – Bioengineering, Flavour, Mouthfeel and Marketing.

As the NoLo (no- and low-alcohol) wine market continues to grow and mid-alcohol wines (~7-10% ABV) emerge as a promising new category, this new research article offers a comprehensive review of existing consumer research in this space.

It explores key market drivers, barriers, and opportunities, while also examining the psychological factors influencing consumer behaviour. The article concludes with strategic recommendations to support greater market acceptance and growth—providing valuable insights for the broader wine industry.

If you’re curious about how consumer trends are reshaping the global wine landscape and the current gaps in research for No, Low, and Mid-alcohol wines, you can read the full article here.