Values & Principles

Wine in Moderation values
Principles of Wine in Moderation
  • While the vast majority of consumers enjoy wine in moderation, a minoritymisuse alcoholic beverages in ways that can be damaging to themselves and that can harm others around them;

  • Responsible and moderate consumption patterns of wine can be compatible with a healthy lifestyle;

  • Wine is integral to many lifestyles and cultures across the world;

  • Wine drinking patterns depend greatly upon local traditions, education, gender, age group and socio-economic factors; efforts to promote moderation should be tailored to the needs of each population;

  • Efforts to promote moderation should be based on sound research, social and cultural aspects;

  • The wine value chain brings an invaluable social, cultural, agricultural, environmental and economic contribution to regions and countries;

  • All representatives of the wine sector – in every region and at every step of thevalue chain – have a role to play in finding the best ways to communicate about the value of moderation and to contribute to the reduction of harm from abusive and hazardous drinking.

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