Date of Award
Current TTB regulations do not require that US wine producers display nutrition and ingredient labeling on their wine labels. However, recent attempts at passing legislation to mandate that such information be provided on labels in the EU suggests that US policy makers will soon follow suit. Research on how this addition would impact consumers has been scarce and has been primarily conducted in Europe, but what is available suggests that consumers are unaware of the nutritional values in a glass of wine and many do not look at the back label when selecting a bottle to purchase. We conducted a study that examined consumers’ attitudes and purchase intentions towards ingredient and nutrition labeling on wine. Our findings indicated that the exposure to nutrition and ingredient labeling or the absence of it yielded no statistically significant difference between consumers’ attitudes towards the label, wine, and intentions to purchase. This implies an apparent apathy towards whether or not wine labels display nutritional and ingredient information. An analysis of participants’ objective wine knowledge found that consumers with high wine knowledge were more positive about the label and were more likely to purchase the wine that provides ingredient information.
Tate, Kara, "The Impact of Wine Nutrition and Ingredient Labeling on Consumers’ Attitudes and Purchase Intentions" (2021). Honors Theses. 1854.