Banca de QUALIFICAÇÃO: ALINE SIMIONATO CIOTA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : ALINE SIMIONATO CIOTA
DATE: 12/05/2025
TIME: 15:30
LOCAL: online
TITLE:

UNDERSTANDING THE BRAZILIAN MARKET FOR NO AND LOW ALCOHOL WINES AND SPARKLING WINE

KEY WORDS:

Wine. Sparkling wine. Consumption. Zero Alcohol. Innovation

PAGES: 85
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Wine is part of human culture and history. It has gone through many processes and moments until it reached the level we are experiencing today. The global wine and sparkling wine market also needs to innovate in the face of rapidly changing behaviors and cultures, forcing wineries to create products to meet the needs of some consumers. Non-alcoholic wines and sparkling wines are part of a category that has arrived to break paradigms in the world of wine. The general objective of this study is to analyze the Brazilian market for wines and sparkling wines with reduced or zero alcohol content, identifying the supply and demand scenario for these products at points of sale, as well as opportunities and challenges for the wine industry. The methodological procedures will be a Systematic Literature Review (phase 1), Qualitative and Exploratory Research with the Definition of the Population and Sample (phase 2), and Data Analysis (phase 3). The preliminary results indicate positive and negative hypotheses to guide the wine industry. The positive hypotheses for the growth of the alcohol-free wine and sparkling wine category in Brazil are the possibility of drinking and driving, the health benefits of the beverage, the reduction in alcohol consumption combined with the experience of drinking wine, religion and situations of restriction such as pregnant and lactating women. The negative hypotheses are the lack of consumer knowledge, the country's culture regarding alcohol, product pricing, the perception of low quality and the taste quality of NoLo wine or sparkling wine. It is concluded that there is a gap in opportunities for studies in Brazil to understand whether industries should consider the alcohol-free wine or sparkling wine category in their portfolio and whether Brazilian consumers will regularly consume the NoLo category.

COMMITTEE MEMBERS:
Presidente - MARILIA BONZANINI BOSSLE
Interna - TATIANE PELLIN CISLAGHI
Interna - RAQUEL BREITENBACH
Externa à Instituição - DANIELA CALLEGARO - UFRGS