Wine has been part of life, culture and our diet since ancient times. In wine’s long historical path from an important source of nutrition and ceremony, to a cultural complement to food and conviviality, one thing has remained unchanged; the association of wine with gastronomy, history, tradition, origin, local quality and pride, and a dignified social setting.
While the majority of people enjoy wine in moderation and responsibly as part of a healthy lifestyle and an overall art de vivre, there is a minority that misuse wine and other alcoholic beverages in a manner that can be harmful to themselves and others around them.
Unfortunately, in trying to mitigate this problem for the minority there has been an increasing focus on ‘alcohol’ and ‘harm’ forgetting the positive aspects of wine culture. All wine communication has become suspect, when in practice the vast majority of content can even help to achieve the objective of teaching people about how to enjoy wine in a civilized manner.
Wine communicators have a responsibility to act correctly, with a view to the long term well-being of consumers, producers and society, as well as the content creators. It is incumbent upon wine communicators, therefore, to find ways to talk about wine that promote a healthy respect and understanding of wine, not just as an alcoholic beverage, but also one that is part of our shared culture.
The Born Digital Wine Awards, brought to you by Wine in Moderation hopes that by finding, and rewarding, great content that achieves this balance, of moderation and art de vivre, we can promote and sustain a Wine Culture for the long term, where responsible and moderate drinking remains the social norm.
To this goal, we have created a simple set of ‘Responsible Communication Guidelines’ that we hope can be widely adopted by those creating content about wine.