The Surgeon General's proposal to print on alcohol bottles something like “Wine kills”, similar to what is printed on cigarette packets, has sparked considerable controversy. Experts in the field, such as Eliza Dumais, consider the measure excessive and useless, and suggest the adoption of more constructive and proactive strategies to make consumers aware of the risks they run in overdoing things.
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The Surgeon General's recent proposal has sparked heated debate in the wine industry and beyond. In particular, Eliza Dumais, a well-known expert on Decanter magazine, has expressed her disappointment with the measures put forward, deeming them excessive and at times ridiculous. “Convincing long-time drinkers to reconsider their pleasures in life requires a delicate approach, showing the benefits of new choices, even if I find it madness”.
The initiative calls for more specific warnings on alcoholic beverage labels, similar to those on cigarette packages. According to regulations, the latter should include clear and transparent messages regarding the health risks associated with alcohol consumption, including cancer.
The aim is to increase consumer awareness, even if no warning will change the situation, since there are many things in the world that kill, such as sugars and pollution. And then there are vices, and people make an informed choice about which ones to completely abandon.
“Unfortunately, people still think that fear is the best way to motivate people, but most studies say the opposite,” says Jessica S. Kruger. "There are many ways to stimulate change in the field, collective behaviors or movements, such as Dry January, or the inclusion of non-alcoholic drinks on bar and restaurant menus. We need to dedicate more time and energy to understanding how to reach the public if we want to achieve concrete results.
What if the health authorities communicated differently instead of spreading alarm? The inconveniences that derive from putting these labels on bottles are significant for importers, producers and distributors: “Do you know how long it takes to adapt and why my team makes sure to strictly comply with legal standards before the goods end up in stores?” says wine import magnate Zev Rovine. “I strongly doubt that all this will work. I am more concerned about the habits of Generation Z, who are not very interested in drinking”.
