The European Union (EU) approach towards communication on alcoholic beverages is changing. Soon, not just the risks will be highlighted but the benefits as well.
The EU that, until now, always excluded the possibility to highlight the benefits of wine is now asking the producer to co-operate in providing more complete information both on the damages and benefits of consumption of alcoholic beverages, based on scientific evidence. Good news for the consumer, so far considered only as an object to feed with pre-selected information. The new EU approach implies the promotion from object to subject, moreover a subject responsible for one’s own choices and decisions.
The reasons for the changed approach are clearly indicated by the European Health Commissary, Markos Kyprianou: “The previous communication policy hasn’t given satisfactory results. The wrong consumption of alcoholic beverages is associated in the EU with 200,000 deaths per year.”

It is good news that the new communication policy considers the consumers as people able to understand clear, well-explained information based on scientific facts. We hope that every wine consumer, finally in possession of all the necessary information, will soon understand that the key is the measure: a glass with your meal is beneficial; one bottle every evening is a sure way to liver disease.
Let us also remember that the theme of the Responsible Consumer is wider than alcohol, if you think of all the diseases caused by bad nutrition, and the costs of these that weigh on our society.

Prohibition and threatening messages rarely are the answer to resolving these problems. The resolution lies in education. People need information to be able to freely make a choice. At last, this is a truth recognised by the EU.

Read more about Health & Wine within these pages.

See the Drinkaware website for lots of interesting information and advice on how to monitor your drinking.

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