
Or, more importantly, does it want to?
I wrote a trade piece a couple of weeks ago as a follow up to October’s Lifestyle, Diet, Wine & Health congress in Toledo, Spain — more or less the first time that wine business has acknowledged the threat from the neo-Prohibitionists.
This includes a report earlier this year by the World Health Organization that said any drinking, even in moderation, was deadly. In addition, Irish regulators have linked drinking with cancer, and there is a Canadian proposal to cut safe alcohol limits from two drinks a day to two a week.
The story quoted a half dozen or so smart people about what wine could do to make moderation its mantra and to remind consumers that there really isn’t any legitimate scientific evidence that says alcohol is as bad as cigarette smoking — and that a glass or two with dinner can actually be not so bad.
But, as I wrote the story, I wondered: Does the wine business actually care about this, or is it just one more public relations stunt? Call it the moderation version of greenwashing.
A friend who works in the wine business — who is rarely cranky about this stuff — is convinced that the industry isn’t serious. All of this is posturing, he told me, “a bunch of wine professionals spending money making themselves feel good creating ‘programs’ and ‘projects’ so they can pretend to do something. They seem fully invested in spending money on industry-wide initiatives for the sake of doing them, and never for a real outcome.”
Which, frankly, is even more cynical than my take on it.
I do think many (if not most) understand the seriousness of the problem, and that they understand there is a real chance that the health warnings on wine bottles in the U.S. could, sooner or later, be similar to those on cigarettes.
The questions is whether those people, given the vast array of problems facing wine, can make their voices heard. If I’m a producer worrying about decreased demand and distributor consolidation that will keep me off store shelves, will I have time to worry about this?
Even if I know I should be worrying abut it.














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