Information Drives Sensory Perception and Willingness-to-Pay for Partially Dealcoholized Wine: Evidence from a Between-Subjects Experiment in Italy

The growing diffusion of dealcoholized wines calls for a deeper understanding of how information and sensory evaluation jointly shape consumer acceptance, particularly in traditional wine markets. This study investigates the effects of different combinations of information and tasting on sensory evaluation and willingness-to-pay for a partially dealcoholized red wine. A between-subjects experiment was conducted during a scientific festival in Apulia (Italy), where participants were assigned to three conditions (INFO-SENS, SENS, INFO) and evaluated a non-commercialized Apulian Primitivo (1.5% ABV), produced through low-temperature vacuum evaporation and not pasteurized. Sensory attributes (visual, olfactory, gustatory, overall) were rated on 9-point hedonic scales, and WTP for a 125 mL glass was elicited using a payment card. The results show that the information-only group (INFO) reported the highest WTP, compared to the tasting-only group (SENS). Information exposure increased visual and olfactory evaluations, but not gustatory ratings. Prior knowledge of NoLo wines was associated with negative expectations, though this effect was attenuated by information. Overall, within this experimental setting, information emerged as a key driver of perceived value outweighing sensory liking, although the two remained positively correlated. These findings highlight the importance of transparent communication in fostering acceptance and repositioning dealcoholized wine as a credible category within traditional markets.