Impact of low alcohol verbal descriptors on perceived strength: An experimental study

Abstract

ObjectivesLow alcohol labels are a set of labels that carry descriptors such as ‘low’ or ‘lighter’ to denote alcohol content in beverages. There is growing interest from policymakers and producers in lower strength alcohol products. However, there is a lack of evidence on how the general population perceives verbal descriptors of strength. The present research examines consumers’ perceptions of strength (% ABV) and appeal of alcohol products using low or high alcohol verbal descriptors.DesignA within‐subjects experimental study in which participants rated the strength and appeal of 18 terms denoting low (nine terms), high (eight terms) and regular (one term) strengths for either (1) wine or (2) beer according to drinking preference.MethodsThousand six hundred adults (796 wine and 804 beer drinkers) sampled from a nationally representative UK panel.Results Low, Lower, Light, Lighter, and Reduced formed a cluster and were rated as denoting lower strength products than Regular, but higher strength than the cluster with intensifiers consisting of Extra Low, Super Low, Extra Light, and Super Light. Similar clustering in perceived strength was observed amongst the high verbal descriptors. Regular was the most appealing strength descriptor, with the low and high verbal descriptors using intensifiers rated least appealing.ConclusionsThe perceived strength and appeal of alcohol products diminished the more the verbal descriptors implied a deviation from Regular. The implications of these findings are discussed in terms of policy implications for lower strength alcohol labelling and associated public health outcomes. Statement of contribution What is already known about this subject? Current UK and EU legislation limits the number of low strength verbal descriptors and the associated alcohol by volume (ABV) to 1.2% ABV and lower.There is growing interest from policymakers and producers to extend the range of lower strength alcohol products above the current cap of 1.2% ABV set out in national legislation.There is a lack of evidence on how the general population perceives verbal descriptors of alcohol product strength (both low and high). What does this study add? Verbal descriptors of lower strength wine and beer form two clusters and effectively communicate reduced alcohol content. Low, Lower, Light, Lighter, and Reduced were considered lower in strength than Regular (average % ABV).Descriptors using intensifiers (Extra Low, Super Low, Extra Light, and Super Light) were considered lowest in strength.Similar clustering in perceived strength was observed amongst the high verbal descriptors.The appeal of alcohol products reduced the more the verbal descriptors implied a deviation from Regular.

Impact of lower strength alcohol labeling on consumption: A randomized controlled trial.

“…In this initial study, we found that a sample of 1,600 weekly wine and beer drinkers from the U.K. population, perceived the verbal descriptors Low, Lower, Light, Lighter, and Reduced as similar and lower in strength (wine: 6.7–8.3%, beer: 2.7–3.1%) than the descriptor Regular (average % ABV), but higher in strength than the descriptors Extra Low, Super Low, Extra Light, and Super Light (wine: 3.5–4.8%, beer: 1.3–2.2%). These latter descriptors were perceived as similar (see Vasiljevic, Couturier et al, 2018 ). Furthermore, among the two perceptual clusters, the descriptors Low and Super Low were the most differentiated and were thus used in the current study.…”

“…For the purposes of this study we used two different labels denoting lower alcohol strength. Low and Super Low are the two verbal descriptors denoting lower alcohol strength used in the current study, based on a previous study in which these were found to be the terms that most differentiated alcohol products of low and lower strengths ( Vasiljevic, Couturier, & Marteau, 2018 ). In this initial study, we found that a sample of 1,600 weekly wine and beer drinkers from the U.K. population, perceived the verbal descriptors Low, Lower, Light, Lighter, and Reduced as similar and lower in strength (wine: 6.7–8.3%, beer: 2.7–3.1%) than the descriptor Regular (average % ABV), but higher in strength than the descriptors Extra Low, Super Low, Extra Light, and Super Light (wine: 3.5–4.8%, beer: 1.3–2.2%).…”

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.

“…To our knowledge only one study to date has examined consumers’ perceptions of strength (%ABV) and appeal of alcohol products using verbal descriptors of lower alcohol strength ( Vasiljevic, Couturier, & Marteau, 2018 ). In a sample of 1,600 weekly wine and beer drinkers sampled from a nationally representative U.K. panel it was found that verbal descriptors of lower strength wine and beer form two clusters and effectively communicate reduced alcohol content.…”

Production and Marketing of Low-Alcohol Wine

“…Altered wording used on the label, e.g., light, de-alcoholised, reduced alcohol or low alcohol might evoke different consumer perceptions and reactions [71]. Vasiljevic et al found that the terminology also has an effect on perceived strength [72]. More insight on these influences as well as on country specific differences is needed.…”