What is Wine ?

Principles

The EU Wine Sector principles (I)• Wine is part of our European lifestyle, culture and heritage;

• The problem is not alcohol consumption as such, but alcohol abuse and misuse! Wine consumed responsibly in moderation is compatible with a healthy lifestyle;

• Wine is indeed moderately and responsibly consumed by a vast majority of individuals, but we acknowledge it is misused by a minority;

• The consequences of alcohol consumption depend on drinking patterns, which are strongly influenced by cultural factors;

• The most effective way to prevent alcohol abuse and misuse is to set up evidence-based education programmes in the broader sense taking into account the specific drinking patterns and particularities of each region and collaborating with the relevant authorities and stakeholders, both at national and local level;

Principles

The EU Wine Sector Principles (II)

Taking into account the various specific national, cultural, situations, targeted regional or local efforts should focus on: • Positive approaches to encourage responsible drinking patterns and moderate

consumption as a social norm among those adults who choose to drink;

• Support the enforcement of existing national laws and regulations adopted through a democratic process with a regional approach to resolving serious problems;

• To provide citizens with relevant and accurate information by appropriate, effective and proportionate means to allow them to make responsible decisions;

• Education in the broadest sense of “life-skills” to promote sensible drinking patterns and cultural change in the approach to alcohol beverages and to reduce alcohol related harm.

A natural product

Centuries of passion, a multitude of varieties

Wine is “a product obtained exclusively from the total or partial alcoholic fermentation of fresh grapes, whether or not crushed, or of grape must”.

(EU Wine Regulations)

Common Agricultural Policy (CAP)

Wine Common Market Organization (CMO)

Soil

GeologyWeather

Each wine is unique

Wine makingstyles

Culture of wine

A heritage of cultivation, appreciation and diversity

The role of wine has evolved over time

from an important to a cultural complement source of nutrition to food and conviviality

Wine is usually associated with gastronomy, history, local quality products and dignified social settings

Must ensure that moderate consumption remains the norm

Moderate wine drinkers live longer than those who abstain or drink heavily

Benefits of moderate wine consumption

Active education of industry and consumers who appreciate wine to do it in moderation and responsibly as part of a healthy lifestyle

Training for industry professionals from winemakers to salespeople.

Balanced information on risks of misuse and benefits of moderate consumption

ART DE VIVRE EDUCATION

Objective 1: A Common Moderation MessageDisseminating throughout the entire wine sector a common message about moderation, using targeted communication materials, including brochures and presentations, for use with people of all ages.

Objective 2: Education – Arts de Vivre (Life-skills)Educating key actors and consumers about responsible drinking, through targeted education programmes, to encourage cultural change and to make moderation fashionable.

Objective 3: Wine Communication standardsPromoting responsible commercial communications, through the adoption of a common code of conduct for commercial communication, building on national self-regulatory codes.

Objective 4: The Wine Information CouncilSharing best practice across the EU, by making all relevant scientific information available, and by stimulating identification of priority areas for additional independent research on health, social and cultural aspects of wine drinking in Europe.