The wine headache: Consumer perceptions of sulfites and willingness to pay for non-sulfited wines

A panel of 223 alcohol consumers recruited in a liquor store participated in a survey/best-worst experiment investigating perceptions on sulfites and willingness to pay for non-sulfited wines. We find that 34% of our sample experiences headaches after consuming moderate amounts of wine, and sulfites are the most frequently attributed cause. Based on a rank ordered logit estimation of best-worst choices, headache syndrome sufferers are willing to pay a ceteris paribus premium of $1.23 per bottle to avoid added sulfites. However, results from a (logit) model of purchase intentions suggest that quality and price are most important, with differentiating labels (no sulfite added, organic) playing only a marginal role. Marketing implications for the wine industry are offered, and negative perceptions toward sulfites are contextualized within the hypothesis of a lightning rod effect induced by the contains sulfites warning label. (C) 2013 Elsevier Ltd. All rights reserved.