The "Vino e Giovani" project of the Ministry of Agriculture, Food and Forestry, in collaboration with the Regions and the Universities, was entrusted to Enoteca Italiana, and is now being held for the fourth time, originally under the slogan "bevi poco per bere bene" or "drink little to drink well", "per Bacco, guys!" and the current "Art de Vivre". 2003-2005 and 2008-2011 involved about twenty-five thousand young people under the age of thirty in sixteen Italian universities and over sixty-two thousand contacts on the web.
The message communicated to these young people includes positive consumer awareness and supports moderate wine consumption by presenting wine in a new dimension. Wine represents indeed a concealed history, tradition, culture of places, food and produce of the region, as well as relationships between people. The project "Vino e Giovani", sees wine as a subject for study, and offers to reveal wine under new "formats", for example: communication-oriented training purposes, based on a programme widely used in universities and discussed in conferences, free tastings and tours and entertainment events, with the involvement of personalities active in the world of music and entertainment.