ABOUT BOOK

Italian consumers'preferencesregardingdealcoholizedwinesaremeasuredintermsofalcoholiccontentandthedealcoholizationintensity information onthelabel.Theanalysisassumesdealcoholizedwineisanimperfectsubstitutefortraditionalwines.Dealcoholizationlevel,price, and otherwineattributesaresimultaneouslyevaluatedbydrawingonchoice-modelingtechniques.Theresultssuggestthatalcoholcontentof wine positivelyinfluences consumers'preferencesandthatdealcoholizationgeneratesaversion.Consumerstendtobuydealcoholizedwineonly for adiscountproportionaltothereductioninalcoholcontent.Thetargetgroupfordealcoholizedwineisyounger,infrequentconsumers,label readers, andpeoplewithalcoholdependencyproblems.Policyimplicationsconcernthefactthatdealcoholizedwineshouldnotbelabeledor marketed asawineandthatactionsaimedatincreasingconsumerconfidence towardthisnewproductshouldbeimplemented