Wine in moderation: the Italian chain for responsible drinking

This is the fifth year for “Wine in Moderation”, a campaign on education for responsible drinking of wine. The initiative, launched by CEEV, Ferdervini and Uiv, is the answer of the wine industry to alcoholism.

“Wine in Moderation” is the first answer organized by the wine industry of the old continent to the prohibitionist policies. Launched in 2008, “Wine in Moderation” wants to initiate a program of dissemination of a new sense of responsibility in the consumption of wine and wine products.

“The continuous attacks suffered by wine and wine products – Gancia, now president of Federvini, remembers – by movements that intended to fight the scourge of alcoholism with ideologies and lobbying inspired by the most reactionary prohibition, convinced us of the need to activate a European initiative to react to this social image of the wine consumption with a proposal on responsible consumption by ours”.

“Wine in Moderation” started its activities with a website and various communication initiatives aimed at spreading the message of “moderate consumption”, constituting a “Council of Information on wine” with the purpose of sharing the best practices of communication and intervention matured in the EU member states and of stimulating research activities able to provide materials and information useful for the development of the program.