The EU Wine Plan for Responsible Consumption Communication was launched in the UK today (18 April) at the Wine & Spirit Trade Association’s spring conference.
The Plan is designed to help ensure that wine is promoted in a way that encourages moderation and responsibility in alcohol consumption: to make moderation fashionable. It is based around a ‘common message’ and will be communicated through the new Wine Information Council, an ‘Arts de Vivre’ education campaign and the European Wine Communication Standards.
WSTA Chief Executive Jeremy Beadles commented:
“We are delighted to announce the UK launch of the European Wine Plan at our spring conference. 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 new Drinkaware Trust.
“We believe that the formation of the Wine Information Council will greatly help to ensure that all those involved in alcohol issues, from the trade, the media, NGOs and government departments can access reliable, up-to-date and accurate, science-based information from all around the world.
“Wine, as with all alcohol, if consumed in moderation can be part of a perfectly healthy lifestyle. We want to work with Comité Vins and with all our European counterparts in ensuring that alcohol is treated with respect and enjoyed responsibly. We hope that the ‘Arts de Vivre’ campaign will help us in this.
“The WSTA is working closely with other organisations such as the Wine & Spirit Education Trust, Alcohol in Moderation and the Institute of the Masters of Wine to ensure that the trade’s European Wine Plan is adopted right across the UK industry. It provides building blocks which will be put to use in different ways in different countries, to reflect both the varying alcohol culture across Europe and also the differing levels of progress made in promoting the message of moderation.”
CEEV Vice President and Chairman of the CEEV Wine and Health Working Committee George Sandeman said:
“The effective implementation of this commitment for the moderation and responsibility in the consumption of Wines is a strategic priority to ensure the sustainable development of the EU Wine chain, fully compatible with a healthier Europe”.
Notes to Editors
The Wine and Spirit Trade Association (WSTA) is the only UK organisation representing the whole of the wine and spirit supply chain including producers, importers, wholesalers, bottlers, warehouse keepers, freight forwarders, brand owners, licensed retailers and consultants. The WSTA has 310 member companies.
The EU Wine Plan is based around a Common Message which will be delivered through the Arts de Vivre education campaign, the Wine Information Council and the Wine Communication Standards.
The Common Message will include information on: the history and culture of wine; the production process; existing regulations; links between wine, diet and health; facts on use and misuse; knowledge of the law and implications of not complying; and, trends in production and consumption. The target audience for the common message includes current wine drinkers, adults who consumer alcohol and young adults of the legal drinking age.
The following logo has been agreed as a common feature of European Wine Plan related communications. An electronic version is available from
The ‘Arts de Vivre’ education programme will teach moderation and sensible wine consumption as part of a health lifestyle. In particular it will aim to familiarise consumers who enjoy wine about the risks of misuse and the benefits of moderation.
The Common Message and the ‘Arts de Vivre’ programme will be communicated through ‘ambassadors’ who will include: those working in all sectors of the wine trade (growers, winemakers, marketers, sales, retailers, wine tourism); hotel schools and training academies; wine journalists and educators; members of the general press; and potentially medical professionals, health organisations and local authorities.
The mission of the Wine Information Council is to share best practice across the EU wine sector and to develop a central wine research and information database. In addition, the Council may stimulate additional research on areas of interest or concern.
The EU Wine Plan also calls for the development of Wine Communication Standards. The Standards will set out acceptable ways of communicating with consumers about alcohol, covering marketing, websites etc. These will closely reflect the existing statutory Code and Codes of practice that exist, such as the ASA Code and The Portman Group Code in the UK.
For more information please contact Kate Coleman on 020 7089 3881 or
