Episode 2: The Moderation Debate: Industry, Policy & Consumer Perception

In the 1950s, France was the first country to introduce guidelines on alcohol consumption - no more than a litre a day—a ludicrous amount by today’s standards. By 2019, it was a maximum of two glasses per day—not every day. In the UK, the BMA stated in 2016 that no level of alcohol consumption is entirely safe. Last month and following in the footsteps of the WHO in 2023, the U.S. Surgeon General stated that consuming even one drink per week over a lifetime could significantly increase cancer risk. Can we protect our industry and how? Uniquement en anglais