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The beverage industry is a significant market that is seeing a growth albeit certain types of beverages such as wine and soda-type drinks are seemingly declining. There is certainly seen a growing interest for novel beverages, especially when creating healthy options aiming to support health via enhanced functional food/beverage properties. Furthermore, understanding how the public perceives and makes purchasing decisions towards novel and unconventional options is of key importance. The Soft Seltzer category is an emerging category defined as a sparkling waterbased low calorie, no added sugar, no artificial sweetener, non-alcoholic, carbonated beverage. In our pilot study herein, we aimed to assess interest and willingness to pay for such a product produced in Sonoma, California, specifically H2O/H2♡, a dealcoholized wine-type beverage enriched with vitamins, potassium, and calcium, using a perception and acceptability study to health-conscious college students in California. Respectivelly, healthy college students were provided an on-line acceptability questionnaire with 38 questions to evaluate the concept of the H2O beverage. Our participants indicated that they would be significantly interested in purchasing such a beverage, while as for willingness to pay, a price for $9.99/4x16oz cans was deemed * Correspondence: Prof. Angelos K. Sikalidis, California Polytechnic State University, 1 Grand Avenue, Bldg: 11, Rm: 241, San Luis Obispo, CA 93407, USA. E-mail: asikalid@calpoly.edu, Tel: +1-805-756-6496, Fax: +1-805-756-1146.

journal of marketing and consumer behaviour in emerging markets

Perception, acceptability and decision-makingdeterminants of Soft Seltzer, a novel winegrapenon-alcoholic carbonated beverage categoryto health-conscious College students in California