Federvini, Consorzio di Tutela Prosecco Doc and Unione Italiana Vini together for responsible drinking

Federvini, Consorzio di Tutela Prosecco Doc and Unione Italiana Vini (Uiv) have renewed their commitment to promoting a culture of responsible wine consumption by celebrating Wine in Moderation Day 2026, the international event promoted by Wine in Moderation.

On the occasion, the three associations launched the new communication campaign “Make the moment last! The best wine is the one you will remember!”, devised by students of the European Institute of Design (Ied) in Cagliari. The creative concept translates a simple message into images: the value of a moment is not measured by what is consumed, but by what remains in the memory. The claim, translated for distribution in Italy, invites people to experience occasions shared with others mindfully, so that it is the people, emotions and memories that leave their mark.

The campaign

The digital campaign unfolds through images set during different drinking occasions, from lunch on a terrace to dinner with friends, and finally an informal picnic. The scenes are depicted sharply, while a close-up instant photograph reproducing the same moment remains blurred and incomplete. A visual device that recalls the importance of moderation in fully enjoying a convivial occasion and preserving its memory. “Let the moment last” will be distributed worldwide, and has been adapted for Italy, Spain, Portugal, the Czech Republic, Hungary and Germany. An initiative that will broaden the reach of the message, accompanying the coordinators’ shared commitment to promoting a culture of responsible consumption.

The comments

Giancarlo Guidolin, president of the Consorzio di Tutela Prosecco Doc, comments: "Wine is part of the conviviality that characterises our country. For this reason, it is important to encourage an approach to its consumption based on awareness. Prosecco Doc accompanies many moments shared with others, whose value lies above all in the people, emotions and experiences lived together. As a Consortium, we are committed to promoting a culture of moderation that places respect for oneself and others at its centre. This is a responsibility that concerns the entire supply chain and that we must take on with particular attention to the younger generations and the future of our production system".

"Wine culture is also expressed in the ability to appreciate it mindfully, recognising the value of the moment, the company and the context in which it is shared. Promoting responsible consumption means spreading a culture of balance that places the quality of the experience at its centre. This year too, we fully support the cause of WiM, which promotes a simple and positive message, aimed above all at the younger generations: an invitation to experience convivial occasions mindfully, so that it is precisely the people, emotions and shared moments that leave their mark. It is in this spirit that Federvini promotes initiatives that directly involve university students, highlighting their creativity and forms of expression in order to spread, through peer-to-peer dialogue, a culture of responsible consumption based on awareness rather than imposition," declares Chiara Soldati, president of Federvini's Comitato Aspetti Sociali Alcol (Casa).

Roberto Sarti of Gruppo Caviro and Chair of the Wine&Health Committee of Uiv, emphasises that "promoting a culture of mindful consumption means investing in information, responsibility and the ability to make balanced choices. In this process, Unione Italiana Vini plays an important role as the national coordinator of the WiM programme, encouraging the involvement and concrete commitment of businesses. Caviro's experience, as an ambassador company for the programme, represents a significant example of this commitment".

"For the fourth edition of Wine in Moderation International Day, we wanted to give a voice to the younger generations by involving two young communication professionals to explain what moderate consumption means to them. Their message reminds us that excessive consumption can compromise not only the moments we experience, but also the memory we retain of them. A message that speaks to all generations and reflects our mission: to promote responsible choices every day of the year. This day gives us the opportunity to share this commitment internationally and to remember that the best wine is the one you can still remember the next day," declares Sandro Sartor, president of Wine in Moderation.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.