Moderation will be key message of European drink plan

20 April, 2007

Ambassadors across the drinks trade will push sensible drinking messages as part of a Europe-wide wine plan announced this week. Winemakers, marketers and retailers will all be involved in the campaign.

The European Wine Plan will see a Wine Information Council set up to provide scientific advice and information to all sectors of the industry.

An education campaign called Arts de Vivre will push moderate drinking as part of a healthy lifestyle.

WSTA chief executive Jeremy Beadles said: "We hope that it will complement and support much of the good work that is already being done in the UK, not only by the wine trade, but by the entire alcohol drinks sector in promoting the message of moderation particularly through the Drinkaware Trust."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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