Recently, I received an email from George Sandeman who is one of the leaders of the Wine In Moderation movement across Europe. This is something that we sometimes joke about in posts on the Forum, or read about famous historic characters who consumed a pipe of Port per year and were “admired” for this behavior. Given the health ramifications, I believe there is much to be learned and we can all do a better job of staying healthy and safe. Reading the next couple of pages would be most beneficial for all. The next two paragraphs were part of the email that I received from George Sandeman and I am sharing his message, as it is an important one:

This program was designed and developed by the European wine trade as part of the effort to defend the culture of wine in Europe by promoting moderate and responsible consumption of wine. Well, as we go forward with this social responsibility project we are asking our friends for help in spreading the word. Although it is primarily European, it applies everywhere and we have shared the details with the California Wine Institute (who not only have something similar, but are very supportive).

I am attaching a presentation that I made recently to the EWBC – European Wine Bloggers Conference for your information, on the basis that while you are based in one of the most beautiful parts of the world writing about another beautiful part of the world, your readers are all over the place (including Europe(!). If you can spread the word, join the movement and fight for the culture of wine and moderation, it would be great!

The European program to promote
the culture of moderate wine consumption

A commitment to social responsibility
and an investment in the future

This is a commitment to promote responsibility in the consumption of wine and encourage a culture of moderation through the Wine in Moderation program.

Opportunity to secure the legitimate place of wine in European society, to allow the sustainable development of the wine business and educate consumers in the culture of wine as part of a healthy diet.

To support the message of wine as a premium product to be savored slowly and in moderation

To inform and educate stakeholders and the public about:

  • The social and health risks of excessive consumption and misuse
  • Encouraging cultural change in the approach to alcohol
  • Making moderation fashionable


  • Reinforcing the traditions of wine presentation, communication and availability to consumers as a means to promote moderation and responsibility
  • Ensuring commercial communications on wine products do not encourage or condone excess consumption or misuse of any kind
  • These basic principles act in tandem with existing legislation in force and with requirements of good business practices.
  • They provide guidelines for the application of best practices by national self-regulatory mechanisms and company codes.
  • Monitoring of compliance by National Self Regulations Organisations (SROs) – EASA network.


Moderate consumption of alcohol is associated with a reduction of Heart Disease

The WHO advises that a low risk consumption is considered to be:

  • Up to two units of alcohol per day for women and up to three units of alcohol per day for men. Never more than 4 units of drink on one single occasion.
  • WHO defines 1 unit as 10g pure Alcohol = 10cl wine @ 12%
  • Consumption of alcohol should be avoided in certain situations, namely during pregnancy, when taking medication(s), or when driving or operating machinery.

Portuguese: “Seja responsável. Beba com moderação.”

English: “Be responsible. Drink in moderation.”



  • Understand the wine you drink: taking the time to learn where it is from make the wine’s distinctive taste more enjoyable
  • Drink slowly: take time to distinguish and taste the distinctive flavours of your wine
  • Accompany wine with good food: enjoy wine that complements your meals -alongside a glass of water
  • Regular consumption of smalls amounts of wine is preferable to binge drinking large amounts in one sitting
  • Do not exceed the guidelines: for low-risk moderate consumption of wine and other alcoholic beverages


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