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

Lower strength alcohol products may help reduce alcohol consumption and associated harms. This study assessed the impact of labeling wine and beer with different verbal descriptors denoting lower strength, with and without percent alcohol by volume (%ABV), on product appeal and understanding of strength. Three thousand three hundred ninety adult survey-panel members were randomized to 1 of 18 groups with 1 of 3 levels of verbal descriptor (Low vs. Super Low vs. No verbal descriptor) and 6 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.