Wine in Moderation – Art de Vivre


Brand-name, standardized wine is one of the few natural agricultural products subjected to stringent tests including one which verifies the wine’s uniqueness and its particular organoleptic profile: Uniqueness –and quality- often linked to history, tradition and the particular climate and soil features of the wine’s place of origin. Subsequently, wine actually provides a bridge between urban center residents with nature and the exploration of the senses and is an integral part of Mediterranean nutrition which is considered one of the most wholesome types of nutrition. Thus, nothing could be truer than the motto “Wine in Moderation – Art de Vivre”. Yet this unique culture, the enjoyment derived from and the positive influence of wine on health are under the onslaught of those who insist on engaging in irresponsible and harmful alcohol consumption. Driving under the influence; binge drinking; alcohol consumption by minors and pregnant women cannot but have dangerous and harmful consequences on health. What is more, irresponsible wine consumption leads to serious problems on a personal, family, and community level!

Acknowledging the need to combat irresponsible wine consumption and its negative impact on health and the community alike, the European wine sector developed the “Wine in Moderation – Art de Vivre” which comprises the following key features: 

• Scientific research and exchange of “best practices” (
• Information and education aimed at stakeholders and consumers alike
• A self-regulation communication code

Through its National Inter-Branch Organization of Vine and Wine (EDOAO), the Greek wine sector participates in the “Wine in Moderation – Art de Vivre” program and has shown significant initiative in showcasing the program itself, the culture of wine, and good consumption practices. Through the development of an inter-scientific team composed of eminent and distinguished Greek scientists and researchers in the field of sciences and social studies, EDOAO contributes to the effort toward scientifically documenting issues regarding wine and health. In collaboration with the Ministry of Health and Social Solidarity and the sectoral agencies of related branches (oenologists, sommeliers, etc) EDOAO essays to promote the message of moderate and responsible wine consumption. In essence, the message attempts to convey the fact that in order for wine to become a true measure of enjoyment and culture it must be consumed in moderation only.