Impact of calorie labelling on consumers' wine preferences: a multi-country study

A new regulatory framework for alcohol products' labelling has recently been implemented in the European Union, mandating calorie information on beverage bottles. Through a cross-country survey administered to consumers of alcoholic beverages (N = 4077) across four countries, namely: UK, USA, Italy, and Germany, the present study explores the impact of the caloric information on wine preferences. Results reveal that calorie content was correctly identified by about 50% of respondents (up to 60% in the UK, USA, and Italy), yet its impact on choices was minimal and inconsistent, with small coefficients and negligible willingness to pay (-€0.13 to -€0.28 per kcal in Europe; $0.34 in the USA). In contrast, other attributes showed strong and significant effects, with Vivino ratings generating substantial premiums (e.g., ≈€10 in Italy and Germany, up to $51 in the USA). Additionally, consumer heterogeneity analysis shows that behavioural factors, such as compensatory behaviours and high product involvement, significantly predict preferences for higher-calorie wines, while socio-demographic factors have limited impact. Overall, the new labelling is expected to have modest repercussions on the wine market.