1. What is Wine ?

2. 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;

3. 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.

4. 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 Geology Weather Each wine is unique Wine making styles

5. 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 nutritionto 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

6. Moderate wine drinkers live longer than those who abstain or drink heavily Benefits of moderate wine consumption

7.  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

8. Objective 1: A Common Moderation Message Disseminating 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 standards Promoting 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 Council Sharing 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.