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The purpose of this paper is to provide clearer insights into and identify the key consumer behaviour metrics of the lower alcohol category (<11 per cent ABV) in the UK wine market.

Data were collected via an online survey from a sample size of 598 regular UK wine drinkers. To operationalise the study, five research questions were formulated. A highly structured quantitatively directed questionnaire was designed to find the answers to the research questions.

Barriers to a larger uptake of the product category included non-availability of the products, lower quality perceptions, taste issues, lack of awareness, lack of alcohol's “feel effect” and absence of a lower alcohol drinking occasion. Many UK consumers are not yet convinced how/if lower alcohol wine fits into their wine drinking occasions. The lower ABV wine buyer's main profile characteristics are weighted towards females, Millennial and Baby Boomer age generations, mostly mid to low income, who drink mainly white and rosé wines. Lower alcohol on its own is not seen as a big benefit, thus lower ABV wines should be more creatively communicated to sell the benefits.

This study contributes to the knowledge base in that it is the first to investigate consumer behaviour metrics as regards lower ABV wine in one of the world's leading markets, in the process providing some important baseline research information on this category. As such it is of value to academic researchers and practitioners alike.