Why responsible drinking is key to a sustainable wine culture

The Wine in Moderation programme offers a way for wine companies and institutions to reinforce their sustainability efforts by making the essential link with drinking in moderation.

Sustainability has become a defining value of our times for the global wine sector. Wineries, associations and businesses across the value chain are striving to make wine more environmentally friendly, socially responsible, and economically viable. From reducing carbon footprints to protecting biodiversity, the wine world continues to demonstrate that a commitment to securing the future of both its product and the planet work hand-in-hand.

Photo : (c) Wine In Moderation Website

But there is an often overlooked dimension to sustainability: responsible drinking. True sustainability can’t exist without the people who produce wine and those who enjoy it, and their health, safety, and well-being must be at the heart of our vision for the future. This is where moderation plays a vital role — and where the Wine in Moderation programme offers a unique solution for the sector.

Aligning with customer values

Sustainability is about more than only vineyards, packaging or logistics. It is about the long-term presence of the wine culture itself. For centuries, wine has been linked to history, gastronomy and conviviality. Like its past, its future depends on how it is consumed. Excessive or irresponsible drinking undermines not only individual well-being but also the reputation of wine as a product rooted in heritage and enjoyment.

For companies, ignoring responsible consumption in sustainability strategies is a missed opportunity. Today’s consumers, public stakeholders and partners expect businesses to take responsibility across the entire value chain. Just as a winery would not ignore its impact on water resources or its carbon emissions, it should not overlook the social impact of how its products are enjoyed.

“Incorporating moderation into sustainability strategies is not only the right thing to do — it is also a smart, forward-looking business decision.”

Drinkers themselves are increasingly opting for moderation, which makes participation in the Wine in Moderation programme an opportunity for companies to align with the values of their customers — demonstrating that wine, when enjoyed responsibly, can be part of a balanced lifestyle.

In this context, incorporating moderation into sustainability strategies is not only the right thing to do — it is also a smart, forward-looking business decision. It safeguards brand trust, builds stronger connections with local communities and ensures that wine remains a cultural product to be celebrated responsibly, one generation after another.

Science-based, easy to integrate

The good news is that companies do not need to start from scratch. Wine in Moderation exists precisely to help wine professionals around the world integrate responsible drinking into their strategies.

Created by and for the wine sector, Wine in Moderation is an international, science-based and culturally adaptable programme designed to support the sustainable development of wine businesses. It provides a practical, ready-to-implement framework that aligns with modern sustainability priorities and global consumer expectations.

Photo : (c) Wine In Moderation Website

By joining Wine in Moderation, companies instantly gain access to a tested and recognised programme — removing the need to “reinvent the wheel.” It includes established guidelines, proven campaigns and an international network of expertise, while allowing companies to tailor their actions to their local and business contexts.

Collaboration across the value chain

What makes Wine in Moderation unique is its collaborative structure. The programme is anchored in national wine associations, led by leading wine companies and supported by actors from across the wine value chain.

This inclusive approach ensures that moderation is not just an isolated message but an integrated principle reaching every corner of the sector: from vineyard to bottle, the cellar door to glass. Whether you are a small family estate, a global wine brand or part of the hospitality trade, Wine in Moderation connects you to a larger movement that shares your values and amplifies your impact.

By fostering this sense of collective responsibility, the programme empowers the sector to speak with one strong, credible voice about the importance of enjoying wine in moderation.

Tools and materials at your disposal
To include responsible drinking throughout your activities, Wine in Moderation provides a wide range of tools and best practices that participants can immediately adopt and implement:
● Guidelines & toolkits: Practical recommendations on how to integrate messages of moderation at every consumer touch point — whether through communication and marketing, on- and off-premise, across wine tourism or directly via the winemakers themselves.
● Best practices: A collection of examples of how businesses have successfully implemented the programme into their activities.
● Responsible Service Training: Our recently released training programme equips professionals across the sector with the knowledge and skills to promote moderate and responsible consumption in their daily interactions with consumers.
● Wine in Moderation Day (8 November each year): Even though we encourage moderation all year-long, this campaign is a global moment of activation built around the campaign “The greatest wine? The one that you’ll remember.” This international day offers companies and associations an opportunity to highlight their commitment, engage their audiences and celebrate moderation.
● Campaigns and creative assets: Ready-to-use visuals, messages and educational materials tailored to different markets and audiences.

All these resources are designed to be flexible and adaptable, allowing each company or association to incorporate moderation in a way that fits its identity, goals and local culture.

Building a sustainable wine culture together

The journey towards sustainability is one we all share. As wine professionals, we take pride in the legacy of our product and the responsibility to pass it on to future generations. By embracing moderation as a core part of sustainability strategies, we not only protect our consumers but also preserve the very essence of wine: a product of nature, culture, and joy.

Photo : (c) Wine In Moderation Website

Wine in Moderation is here to support you every step of the way. Together, with national associations, leading companies, and actors all across the value chain, we want to ensure that wine continues to be enjoyed responsibly, sustainably and in moderation — today and tomorrow.

So, when planning your next sustainability strategy, ask yourself: Have I included moderation? If not, the tools are ready, the community is here and the future is waiting.

Because a truly sustainable wine culture is one where every glass is enjoyed responsibly, with respect for people, tradition, and the future we share.

About the author

Nadia Frittella is Secretary General of Wine in Moderation, leading global efforts to promote moderate and responsible wine consumption. With a background in EU affairs and communications, she has been with the association since 2013, driving strategic growth, stakeholder engagement, and educational initiatives that foster a culture of moderation.