Cultural Perceptions and Acceptance of Non-Alcoholic Wine in Cambodia

Abstract

The global beverage industry has new opportunities and challenges from non-alcoholic wine, particularly in areas with minimal wine consumption or culturally specific wine practices. In this regard, Cambodia serves as a compelling case study for the acceptability of non-alcoholic wine among consumers. Specifically, the wine culture is underdeveloped, presenting opportunities for market introduction and cultural barriers. By contrast, beer and spirits prevail in social and cultural behaviors. Therefore, this chapter analyzes Cambodians' acceptance of non-alcoholic wine from cultural, religious, and generational perspectives. Moreover, social interactions, hospitality, and cosmopolitan lives influence Cambodian drinking behaviors, indicating that urban young and middle-class consumers may exhibit interest. In addition, the chapter analyzes the impact of sustainability and innovation on non-alcoholic wine, emphasizing opportunities to advocate for it as a healthier and socially responsible option.

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