Seeking partnerships with professionals in the following fields: social sciences, behavioural psychology, and sensory analysis. We are also interested in cooperating with industry partners and youth organizations.
We are collaborating with Professor Lorenzo Guerrini and Dr. Anna Perbellini from the University of Padova, who specializes in technological and mechanical innovations in food production. By integrating our respective competencies and expertise across diverse research areas, we would like to propose a project focusing on developing innovative no/low-alcohol beverages typically used in mixology and assessing their acceptability and economic sustainability. This project aims to target the youth demographic, who frequently consume mixology products, to reduce alcohol consumption. Additionally, we plan to develop environmentally friendly production techniques for no/low-alcohol beverages, ensuring at the same time that the products are appealing, stable, and shelf-stable.
We are looking for partners to join the project consortia, specifically:
● Social scientists and/or behavioral psychologists to examine the social determinants of alcohol consumption and the barriers to adopting alcohol-free alternatives, particularly among young people.
● Sensory evaluation scientists to assess the sensory appeal and consumer acceptance of these innovative low- and no-alcohol beverages.
Industry partners and youth organizations can contribute to the project from a co-creation standpoint and by collecting valuable feedback.

The research proposal focuses on mixology innovation for low and non-alcoholic spirits, aimed at promoting healthier consumption patterns. The project is structured across four work packages:

WP1 addresses technological challenges in producing low and no-alcohol beverages, focusing on two key areas: flavor optimization to compensate for alcohol's role in taste profiles, and shelf life stability to ensure product safety and quality over time. The goal is to develop beverages that maintain competitive appeal while offering healthier alternatives.

WP2 investigates social aspects of alcohol consumption, particularly among youth. It examines psychological and cultural barriers to adopting alcohol-free alternatives, utilizing social psychology to develop strategies for changing consumption behaviors and social norms.

WP3 explores market implementation through three main approaches: identifying target market segments with emphasis on young consumers, developing marketing campaigns and nudging techniques to promote alcohol-free options, and conducting behavioral economics studies to assess intervention effectiveness.

WP4 focuses on stakeholder engagement, emphasizing co-creation and active participation throughout the project to ensure successful adoption of sustainable mixology innovations.

The project's broader impact aims to promote public health by encouraging shifts toward healthier beverage choices, empower youth to make informed decisions aligned with health and environmental values, and expand the alcohol-free product market. This expansion could create economic opportunities while fostering cultural changes in mixology practices.

The conclusion emphasizes the project's potential societal benefits through its integrated approach, combining behavioral economics, social psychology, and food technology. The ultimate goal is to establish a new paradigm in sustainable mixology while promoting healthier lifestyle choices among young consumers.

The interdisciplinary nature of the project addresses technological challenges in product development, social barriers to adoption, and market implementation strategies, creating a comprehensive approach to promoting sustainable, health-conscious beverage alternatives.