Alcohol-free sparkling wine

: a customer segmentation and analysis of factors influencing the intention to adopt this innovation in the German sparkling wine market

Abstract

In Germany, there is a major trend towards greater health, including campaigns such as "Dry January", in which people try to drink less alcohol (Schulz & Hanf, 2023). As a result, alcohol-free versions of drinks that actually contain alcohol are increasingly available on the market. However, Germany is in fact a country with a high per capita alcohol consumption. In this mixed situation, the market for non-alcoholic sparkling wine is growing, but not much information is yet available about it. Therefore, the aim of this thesis is to find out more about the customers and consequently create customer segments. Furthermore, the aim is to find out which factors have an influence on potential target customers to adopt this innovation. To this end, a literature review on the subject of the research is conducted based on the theory of customer segmentation and innovation adoption, before customer segments and factors influencing innovation adoption are identified with the help of a quantitative survey. This approach takes a holistic approach, with analogous consideration of related, innovative products such as non-alcoholic still wine. As a result, this thesis contributes to research by identifying four different customer segments for the non-alcoholic sparkling wine market based on purchase motives, such as beverage innovativeness or situational alcohol abstinence, and proves that gender, age and religious motives are decisive factors for the adoption of innovation.

Date of Award	10 May 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)