By assuming leadership in urging moderation and responsibility in wine consumption, the wine sector helps prevent alcohol abuse and misuse by enabling young people and adults to make responsible and informed decisions to support a sustainable lifestyle.
The main objective of the Wine in Moderation programme is to bring together the entire wine sector around one common message that speaks to all wine consumers across borders, generations and genders regardless of where and when they consume wine. This message is simple yet powerful and is supported by the whole wine sector: "Wine, only appreciated in moderation".
Key elements of the moderation Common Message are passed through information campaigns, targeted communication materials, etc. and cover topics like healthy attitudes towards wine, the risks associated with hazardous and harmful consumption, the wine culture in general, etc.
The campaigns are planned and developed by national coordinators in collaboration with other national stakeholders and respect the different legislative restrictions as well as the culture and traditions of each country. They are adapted based on specific events, and can be developed in different forms (broad, tailor made, online/offline, TV, etc.).
The Wine in Moderation Programme has seen the emergence of many tailor-made campaigns at national level in the last couple of years. If you are curious to discover or re-discover these campaigns, take a look at them in our related articles or here.
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