What鈥檚 driving the rise of NLM wines?
New research from 亚洲色吧 Business School at the University of 亚洲色吧 provides a framework for understanding the growing consumer interest in no, low and mid (NLM) alcohol wines.

Dr Hannah Ford鈥檚 comprehensive scoping review, published in , suggests that consumer adoption of NLM wines is influenced by a range of factors, while wine businesses themselves play a pivotal role.
鈥淭he global wine industry is evolving rapidly in response to growing health-conscious and moderation-driven drinking trends,鈥 Dr Ford explains. 鈥淭he review proposes that appeal to NLM wines is influenced by social factors, habits, self-identity, emotional responses, and product tangibility. This mirrors the elements of a 鈥楽HIFT鈥 behavioural framework where future research can look deeper into the effect of these key psychological factors in messaging.鈥
The study also emphasises the crucial role wine businesses 鈥 particularly retailers and marketers 鈥 play in shaping consumer perceptions. Findings highlighted the importance of market acceptance, positive affirmations, and customer engagement to drive sustainable consumption, which aligns with the 鈥淢APED鈥 framework of understanding behaviours by considering motivatio