Harvest and alcohol adjustment effects were evaluated for Sauvignon blanc grapes harvested at three potential alcohols (11, 13 and 15% (v/v)) by gas chromatography–mass spectrometry and descriptive analysis. Alcohol concentration was controlled for pre-fermentation by dilution or chaptalization and post-fermentation by dealcoholization. The initial experimental alcohol was treated as the control and the dealcoholized wine the treatment. Wine treatments sharing the same alcohol target and harvest date as the dealcoholized wine were designated as the negative control. All aroma compounds measured increased because of higher ethanol or declined because of dealcoholization. Similar aroma concentrations were observed to be a factor of alcohol concentration, apart from volatile thiols which were influenced by harvest. Statistical analysis of sensory and aroma compounds showed a corresponding relationship between low versus high alcohol wines. Dealcoholization appears to be an effective tool for altering wine aroma and winemaking style with comparable aroma loss to pre-fermentation adjustment. •Pre- and post-fermentation alcohol adjustments have similar effects on Sauvignon blanc wines.•Lower alcohol wines have fewer volatile esters and reduced perception of fruity aroma.•Dealcoholization offered more precision in adjusting alcohol than pre-fermentation reduction.