Exploring consumers’ drinking behaviour regarding no, low and mid alcohol wines: A systematic scoping review and guiding framework

Research on consumer behaviour towards No- and Low- (NoLo) alcohol wines has expanded significantly in the past decade, with growth expected to continue as the category incorporates mid-alcohol wines (~ 7–10% Alcohol by Volume). This systematic scoping review summarises current literature, exploring the factors influencing NoLo wine consumption and the underexplored role of mid-alcohol wines. The SHIFT and corresponding MAPED frameworks guided discussions by considering the psychological factors that underpin consumers’ drinking behaviour alongside wine business strategies to encourage consumption. Of the 38 studies reviewed, most focused on low-alcohol wines and employed quantitative methods whilst highlighting the need for theoretical and cross-cultural insights. Future research gaps, theoretical propositions and intervention strategies are suggested, as they will be beneficial to academia and wine businesses, including retailers and marketers.