Exploring New Zealand Consumer Affective and Sensory Responses of No and Low ( <scp>NOLO</scp> ) Alcohol Wines in a Realistic Consumption Setting

ABSTRACT Declining alcohol consumption both in New Zealand and globally has increased interest in no‐ and low‐alcohol (NOLO) wines; however, limited research has examined how alcohol level influences consumer responses. This study investigated how alcohol content (0%, 6%, and 13%) affected such responses for Pinot Gris, Sauvignon Blanc, and Merlot. Participants ( n = 172) evaluated nine samples in a digitally recreated wine bar, rating liking, emotions, sensory attributes, and willingness to purchase and pay. Results showed that 6% white wines received higher liking and purchase intent, driven by fruity, floral, smooth attributes, and positive emotions. Merlot maintained perceived value across reduced versions, reflecting its structural complexity. Motivational factors such as driving and avoiding hangovers influenced NOLO consumption, while barriers included perception that “wine without alcohol” lacks purpose. Findings highlight the importance of varietal‐specific consideration in sensory optimization, as well as realistic testing environments to support market growth of NOLO wines.