SUMMARY
Wine is a traditional beverage with a saturated market, in which consumers are open to innovation. In this context, an innovative experience was launched to create a new natural sparkling red wine with a view to diversifying production and studying its acceptance. This paper uses an original acceptance model for new foods called the Cognitive-Affective-Normative (CAN) model. The model was tested on a sample of 500 Spanish consumers in a real-world test context and explains 64.1% of the intention to consume the new wine. The results showed the importance of the cognitive factor in consumer intention. In particular, sensory and price benefits were found to be the key criteria explaining the intention to consume (41.34%). The results also confirmed the usefulness of expanding the factors that determine new food acceptance to include the emotional and normative dimensions of consumer behaviour. The social norm (18.54%) and affective factors (4.2%) contributed to the explanation of the underlying reasons influencing consumers’ assessments of the product. It is proposed that efforts focus on new visual, olfactory and taste-related sensations with a view to producing an appetising product that offers good value for money. Research and development institutes should innovate towards products that highlight these sensations. Therefore, attention should be drawn to the importance of acting on potential consumers’ reference groups and membership groups, with a view to involving them in recommending the product. Managers should focus on measuring and influencing social opinion, working on marketing communication to achieve acceptance.