‘The best wine is the one you remember’: the new campaign on moderate drinking gets underway
The new campaign by the Wine in Moderation association, in collaboration with Federvini, Unione Italiana Vini and the Prosecco Consortium, has been unveiled. The slogan was devised by students at the IED in Cagliari, aimed at a young audience.
Key points
The best wine is the one we remember. The latest campaign launched by Federvini, the Italian Wine Union and the Prosecco DOC Consortium to promote drinking in moderation centres on this slogan and the message ‘Let the moment last, let the memory endure’.
8 November: Wine in Moderation Day
The campaign will go live in a few days’ time (probably as early as ‘Wine in Moderation Day’, scheduled for 8 November), primarily on the social media profiles of associations and producers, and centres on a veritable ode to good food and conviviality, drinking wine in moderation and with meals, as opposed to getting drunk and the excessive consumption of alcohol.
A slogan created by young people for young consumers
The campaign is aimed at young people, which is why the design was entrusted to students at the IED (European Institute of Design) in Cagliari, who won the relevant competition organised by the producers. The symbolic image developed by the IED students juxtaposes two photographs of a picnic: one in the foreground shows a toast with glasses of wine, one clear and the other blurred, in which the image becomes less recognisable. This juxtaposition encapsulates the contrast between responsible, moderate consumption and alcohol abuse.
Soldati (Federvini): wine culture focuses on raising awareness
“Wine culture,” commented Chiara Soldati, chair of Federvini’s Committee on the Social Aspects of Alcohol, “is also expressed through the ability to appreciate wine mindfully, recognising the value of the moment, the company and the setting in which it is shared. We want to promote a culture of responsible consumption based on awareness rather than on impositions. We are focusing in particular on young people, who, whilst consuming alcohol, often do not drink wine. We need to introduce them to wine and the Italian way of life, perhaps by making an effort on the pricing front too, as prices – particularly in restaurants – are sometimes not very encouraging.”
Producers join forces against anti-alcohol campaigns
“I find it highly significant,” added Roberto Sarti, chairman of the Vino & Salute group of the Unione Italiana Vini, “that the two main Italian wine producers’ organisations and the leading DOC consortium – that of Prosecco – are gathered around this table. Whilst fragmentation often prevails on this issue, which is central to Italian wine, a strong sign of unity is emerging from the production sector.”
