In the winter semester 2025/26, students at the Neustadt Wine Campus conducted a market research study together with the cooperation partner Markgräfler Winzer eG. The study was carried out as part of the "Marketing and Sales" module in the dual degree programs in Viticulture and Oenology and was supervised by Prof. Dr. Laura Ehm. The aim was to investigate the market potential of partially de-alcoholized white wines and to gain valuable consumer insights for the cooperative's product development.
The qualitative focus group interviews took place in the observation laboratory of the Behavioral Science Research Laboratory of the Ludwigshafen University of Business and Society (HWG LU). Under professional conditions, a total of 32 participants were interviewed about consumer behavior, purchasing motives and taste expectations. Four types of wine with 0%, 4%, 6% and 12% alcohol content were tasted.
The results show a clear interest in alternative wine concepts. The variants with 4% and 6% alcohol were rated particularly positively, as they were perceived as fresh, fruity and suitable for everyday drinking. In contrast, classic non-alcoholic wines (0%) were more frequently criticized in terms of mouthfeel and taste. The study makes it clear that partially de-alcoholized wines have promising market potential, especially as a modern "low alcohol" alternative.
Hagen Rüdlin, Managing Director of Markgräfler Winzer eG, was delighted with the students' results: "We were impressed by the quality of the results and the high professional level of implementation." Implementing such formats as part of cooperative teaching research projects is a win-win situation for everyone involved. Prof. Ehm emphasizes: "The project illustrates the strong practical relevance of our degree course. At the same time, the research laboratory offers our students the opportunity to conduct market research studies professionally and at the highest level, thereby improving their learning in the long term."
The project of the Weincampus Neustadt with the cooperation partner Markgräfler Winzer eG was financially supported by the HWG LU as a regional teaching research project.
