Wine has evolved as part of life, culture, and diet since ancient times. A cultural symbol, the role of wine has transformed over time, moving from an important source of nutrition to a cultural complement to food and conviviality. The art of viticulture and winemaking has also evolved; with some wine regions even being recognised by UNESCO as World Heritage.
Nevertheless, in this long historical path, one thing has remained unchanged and has never been neglected: the association of wine with gastronomy, history, tradition, origin, local quality products and convivial settings.
A sustainable culture of wine
Drinking habits have also evolved over the years, and today, consumers increasingly choose higher quality wines to be enjoyed in moderation as part of a modern, sustainable, and healthy lifestyle. However, in contrast to the inherent culture of wine, many countries are experiencing concerning trends in alcohol abuse, especially the so-called binge drinking with major health, legal, economic and social implications. Nonetheless, studies show moderate consumption remains the general norm; with only a minority of people drinking wine in excess or irresponsibly.