AIS Veneto proposes responsible drinking education in schools.

These are the central themes of the series of meetings offered by the Italian Sommelier Association of Veneto to several secondary schools in the region. The aim is to raise awareness among young people about the proper consumption of alcoholic beverages, providing them with the critical tools and knowledge to help them approach wine with awareness.

"Our presence in schools as industry experts," states Gianpaolo Breda , President of AIS Veneto, "aims to offer a significant and concrete contribution. It's not just about raising awareness, but also about taking responsibility for education with the support of local schools and professional organizations. The initiative also aims to strengthen the link between education and the world of work: the young people we will be speaking to in the classroom will one day be ambassadors of our cultural identity in the restaurant and hospitality world. Our educational offerings are also present in the post-diploma programs of ITS Academy with the Food & Wine Tourism module in Treviso and Verona, and in the training program of Enaip with the Food and Wine Tourism Marketing program in Conegliano. We will also be involved in the programs of the Venice Bilateral Tourism Board."

A commitment that doesn't end in the classroom: to engage even more closely with the younger generations, AIS Veneto has also revamped its language, adopting more direct, authentic, and engaging digital communication. The goal is to strengthen its social media presence and engage with young people who are curious and passionate about the world of wine and hospitality.

The new approach is confirmed by the numbers: in the first half of 2025, the share of under-35s enrolled in AIS Veneto's Sommelier courses reached 40% of the total , an increase compared to the previous two years. This figure highlights how the younger generations no longer view wine simply as a passion, but also as a concrete professional opportunity. At the same time, the training offerings in the region are growing, with 27 courses starting between September and October at 17 locations, 12 of which are entry-level.