This research examines the effect of changing a wine attribute (alcohol content) with unwanted effects on product consumption. We test whether the decrease in the new product's attribute (9% alcohol content instead of 13.5%) has a physiological and cognitive influence on intake. During one month in blind and another with information on alcohol content, two groups of participants consumed either a low-alcohol wine or standard wine at home. Results show that reducing the wine alcohol content has no influence, neither physiological nor cognitive, on the quantities consumed of the low-alcohol wine, which are not significantly different to those of the standard wine. Low-alcohol wine therefore seems to be acceptable to consumers. The findings suggest a way for winemakers to extend their product range and generate additional sales. The lack of a compensation mechanism also points to promising benefits of a reduction in wine alcohol content from a public health perspective.