An international campaign draws attention to moderation, focusing on people and the memory of shared moments. Unveiled in Rome for Wine in Moderation Day 2026, the campaign is supported in Italy by Federvini, Unione Italiana Vini, and the Consorzio di Tutela Prosecco DOC, with a particular focus on young adults.
Wine culture also depends on the ability to promote responsible consumption. This is the essence of the campaign “Make the moment last! The best wine is the one you’ll remember!”, presented on November 5 in Rome at the Foreign Press Association during the fourth edition of Wine in Moderation Day.
Conceived by students at the IED in Cagliari, the international campaign “Let the moment last” invites us to reflect on how excessive consumption. Can undermine a social gathering and the memories we’ll take away from it. The images show lunches, dinners, and picnics alongside an instant photograph of the same scene. Blurred and incomplete—an immediate reminder of the importance of moderation.
A responsibility that involves the sector
The initiative in Italy is supported by Federvini, Unione Italiana Vini, and the Consorzio di Tutela Prosecco DOC, the program’s national coordinators. This is a significant commitment because it entrusts the sector’s key players. With the task of addressing limits and responsibilities through information, training, and awareness-raising.
The focus is primarily on young adults and college students, who are also involved in developing the messages. The goal is to emphasize the importance of the quality of the experience, relationships, and awareness of one’s own choices.
As Sandro Sartor, president of Wine in Moderation, points out, the mission is “to promote responsible choices, every day of the year.” This is a goal that deserves to be pursued beyond this one day of celebration: talking about wine also means knowing how to talk about moderation.
