{"id":43304,"date":"2026-01-14T18:44:27","date_gmt":"2026-01-14T17:44:27","guid":{"rendered":"https:\/\/www.vinexposium.com\/?p=43304"},"modified":"2026-04-10T17:30:39","modified_gmt":"2026-04-10T15:30:39","slug":"the-drinks-industry-is-committed-to-moderation-and-its-working","status":"publish","type":"post","link":"https:\/\/www.vinexposium.com\/en\/actus\/industry\/the-drinks-industry-is-committed-to-moderation-and-its-working\/","title":{"rendered":"The drinks industry is committed to moderation \u2014 and it\u2019s working"},"content":{"rendered":"

Across the wine and spirits value chain, the private sector has taken significant steps to ensure responsible drinking and moderation. It\u2019s the right thing to do, and ultimately good business practice.<\/strong><\/p>\n

Drinking in moderation is part of a balanced, healthy lifestyle. Most adults who choose to drink already do so responsibly. Progress over the past decade shows that when adults have the necessary information and freedom to choose to drink in moderation, it is pivotal to the World Health Organisation\u2019s global strategy to reduce the harmful use of alcohol.<\/p>\n

In the decade since this strategy was launched in 2010, alcohol attributable mortality fell by 20% around the world according to the WHO. The Global Burden of Disease survey, the world\u2019s most comprehensive data source on these topics, shows that high alcohol use declined by 10% between 2010 and 2023.<\/p>\n

Of course there is regional variation, but moderation is at an all-time high, and harmful drinking is at an all-time low.<\/p>\n

The private sector has played an important role in this success. This is recognised in the WHO\u2019s strategy as the \u201cwhole of society approach\u201d: the idea that solutions are best achieved with government, civil society and the private sector working together.<\/p>\n

From multinationals to independents, vintners and distillers to distributors, across the wine and spirits value chain we have seen businesses take significant steps to ensure responsible practices are ingrained in their ways of work. It is crucial to help promote moderation for those who chose to drink, and support wider efforts to tackle harmful drinking.<\/p>\n

Here we look at some of the innovative ways those in the drinks sector have risen to the challenge of ensuring responsibility and promoting moderation.<\/p>\n

1. Supporting efforts to tackle drunk driving<\/span><\/strong><\/h2>\n

Drunk driving is harmful drinking, without question. New technologies offer novel tools in which to spread understanding of responsible habits in this area, and have been promoted and adopted by the private sector around the word. DWA (Deutsche Weinakademie) employed such technology when it ran an initiative focusing on Don\u2019t Drink and Drive. The campaign aimed to raise awareness of the dangers and consequences of drinking and driving, and utilized a driving simulator.<\/p>\n

This interactive activity gave young people first-hand experience of how alcohol can affect perception, reflexes and decision making. Employing digital tools to bring a message to life, such as DWA did, can increase engagement and make it truly memorable.<\/p>\n

Another example of utilizing modern technologies to spread awareness can be seen on Lion\u2019s Alcohol&Me website, which promotes responsible drinking habits in Australia and New Zealand. The site features immersive tools such as a 3D blood-alcohol simulator.<\/p>\n

2. Digital advertising, marketing and sales<\/span><\/strong><\/h2>\n

While modern technology has equipped us with fresh tools to promote responsible consumption; it has also given rise to its own unique set of complexities as digital communication now permeates every facet of life.<\/p>\n

Online marketing and online sales, in particular, present a marked range of risks. Foremost, ensuring products are only shown and sold to those of legal purchase age.<\/p>\n

At IARD, our members are guided by five \u201cDigital Guiding Principles\u201d (DGPs). The DGPs are designed to help ensure that digital marketing reaches only adults over the legal purchase age (LPA) and comprise five key safeguards: age-affirmation mechanism; forward advice notice; responsible drinking message; transparency message; user-generated-content policy.<\/p>\n

We must hold ourselves to the highest standard ensuring our products only reach those legally able to buy it. Responsibility is no longer an add-on; it\u2019s the foundation of trust across the value chain.<\/strong><\/p>\n

3. Promoting moderation<\/span><\/strong><\/h2>\n

Safety is paramount along every step of the customer journey. Building trust and ensuring responsible practices requires a methodological approach where responsibility and awareness permeate every part of the value chain. From social media campaigns and online stores to tasting room experiences, responsible practices can be built into every stage.<\/p>\n

One direct way Pernod Ricard ensure that their responsibility campaigns not only have real-world impact \u2014 but immediate effect \u2014 is through meeting the customer where they are. This was evident in their Drink More Water initiative. Originally launched digitally in 2021, the campaign has now evolved to take its message to the people. From festivals such as Tomorrowland in Europe to the streets of Bangkok in Thailand for Songkran New Year festivities, Pernod encouraged hydration, moderation and responsibility.<\/p>\n

Campaigns like this, which actively connect directly with consumers in creative and helpful ways, have instant impact and lasting resonance.<\/p>\n

4. Tackling underage drinking<\/span><\/strong><\/h2>\n

While Pernod Ricard\u2019s campaign started online then branched over into the real world, Diageo\u2019s Smashed did the inverse. Smashed, Diageo\u2019s flagship global theatre-in-education program, aims to break the culture of underage drinking and reduce alcohol-related harm among young people around the world. In 2020, the program was extended online and is called Smashed Online. Smashed Online is a 60-90-minute course that uses filmed episodes from the Smashed story combined with interactive activities. Smashed helped students understand the facts, causes and consequences surrounding alcohol misuse.<\/p>\n

\"ambiance pernod<\/p>\n

5. Responsible hospitality<\/span><\/strong><\/h2>\n

It’s not just for those who produce or consume where responsibility is key \u2014 the responsibility also rests on the shoulders of servers. The better equipped and educated servers are, the better they can uphold high standards. Wine in Moderation partner FIVIN (The Foundation for Wine and Nutrition Research), together with the OIVE (Spanish Interprofessional Organisation of Wine), are training nearly 200 future hospitality professionals from across Spain. The program provides a comprehensive understanding of wine \u2014 its cultural heritage and its social role \u2014 while ensuring that all teachings are anchored in moderate consumption.<\/p>\n

These examples, from global producers to local initiatives, show how responsibility is no longer a single campaign, it\u2019s a shared standard across the sector. Whether through education, hydration, or training future professionals, the goal is the same: to embed moderation and awareness into every experience where alcohol is present.<\/p>\n

From online marketing to events to traditional service and sales, responsible practices are becoming common. The wine sector is rising to meet the challenge of an ever-changing world. As the way people connect both online and in person continues to evolve, so too will their expectations of businesses.<\/p>\n

Already, responsibility has become a benchmark for many consumers who seek brands that reflect their own values and embody the ones they promote. For companies \u2014 and all those on the value chain \u2014 to stay relevant and respected, embedding responsible practices is essential.<\/p>\n

A more responsible environment helps us all: the better we safeguard the consumer the better we safeguard the future of the industry. Through global partnerships, local initiatives and practical programs, we can build on the progress we have already seen.<\/p>\n

By adopting high standards, championing responsibility, and promoting moderation for those who choose to drink, the wine, beer and spirits sector is adding a new layer of culture to its rich heritage, one that celebrates choice, moderation, and the art of enjoying rather than merely consuming.<\/p>\n

\"comptoir sungjoon-steve-won-MYRx67XTdco-unsplash<\/p>\n

About Julian Braithwaite :<\/span><\/strong><\/h3>\n

Julian Braithwaite joined the IARD as Chief Executive Officer (CEO) in March 2024. He has had a long career in British diplomacy and administration. He was an ambassador to the WHO, WTO, and other international organizations in Geneva, as well as an ambassador to the European Union in charge of policy and security issues. More recently, he held the position of Director General within the Foreign Office, the Cabinet Office, and the Home Office in the United Kingdom.<\/p>\n

Earlier in his career, Julian was a spokesperson and speechwriter for Prime Minister Tony Blair, director of communications for High Representative Paddy Ashdown in Bosnia, and media advisor to the NATO Supreme Commander during the Kosovo war. During the conflict in Libya in 2011, he led the British government’s crisis communication. He also led the UK’s consular service.<\/p>\n

Julian was trained at Cambridge and Harvard.<\/p>\n","protected":false},"excerpt":{"rendered":"

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