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

By: Trademagazin Date: 2025. 08. 13. 11:43

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The Hungarian Wine Marketing Agency has published an open letter aiming to place the public perception of wine consumption on a new footing. The initiative has been endorsed by several professional organizations, including the Hungarian Wine Academy, the National Council of Wine Communities, “Winemaker of Winemakers,” the Junibor Association of Young Winemakers, and the Pannon Wine Guild.

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.