”The measure is yours!” an open letter for responsible wine consumption

According to the statement, moderate wine consumption as part of a gastronomic experience – combined with knowledge, self-awareness, and responsibility – can be an element of a health-conscious, value-oriented lifestyle. The communal and cultural benefits of wine can also have a positive impact on physical and mental well-being, as well as happiness. The key lies in finding and maintaining balance and moderation, values needed in all areas of life.

The initiative, titled “Measure is Yours!”, is not a marketing campaign but a social mission, the agency emphasizes. Its goal is to foster open collaboration among professionals committed to wine culture, winemakers, and health and social stakeholders, shaping a more responsible public perception of wine consumption.

The open letter seeks to promote a value-based approach to wine consumption and encourages society to regard wine not merely as a beverage, but as a consciously chosen cultural and gastronomic experience.