Communicating wine to young people: an act of courage is needed
"The communication of wine is firm, buried": this way Federico Quaranta, the "Faith" of Decanter of Radio 2, opened the debate "Communicating wine to young people, amidst the prohibition and drinking culture", which closed the Festival of Food Journalism. "The producers - he continued - do not know how to communicate their products. They waste industrial quantities of money to get blogs, because they are fashionable, and to be on the guides. They become social without knowing what Facebook is. Everyone wants a site, but they are ancient. "
For Faith the success of Decanter it is due to the simple way in which he treats the subject: "Let's talk about wine as we speak in the tavern at the fourth glass. Ten years ago those who talked about wine turned to a few experts. We talk to millions of people. We have undermined a system, which has now fallen, but which at the time was the foundation of food and wine communication ".
Faith then gave the floor to wine and expert journalists, who wondered about how to communicate wine to young people, especially when faced with European pressures for the introduction of "shock labels". "Europe follows the so-called 'alcohol strategy', approved by the European Parliament and valid for 7 years - he began Alberto Cirio, member of the European Parliament's Wine Intergroup - There is a kind of struggle between those who maintain positions of prohibition, and would like the introduction of labels showing road accidents or sick people, and those with more moderate positions ”. Educating to a conscious consumption also means investing in schools to talk about wine: "Europe must try to protect the weak and therefore especially the young", concluded Cirio.
"I have sadness for those who drink water" is the message of Attilio Giacosa of the National Wine and Health Observatory. An Italian study of 2004, for the first time, identified a "recommended dose" of wine, 20 grams. Those who drink this quantity have a lower risk of contracting cardiovascular diseases than those who are abstainers. Giacosa also wrote about it in the article "Mediterranean way of drinking and longevity", published in the scientific journal Food Science and Nutrition in the 2014. "There is closure by the medical world on wine. Ours was a strong message and we were afraid that it was not accepted, but it is true that wine has positive effects on the body: it contains a series of substances that increase the 'good cholesterol' ".
Journalists have also stressed the importance of correctly communicating the world of wine: "I believe we must focus on the quality of information, on what is behind wine - said Licia Granello della Repubblica -. I would like you to tell me a story. I want to know that behind a bottle of wine there are two hands, there is a person who has thought of producing a piece of my life ".
Fernanda Roggero di Food 24 "In the newspapers there are too few pieces on wine, there are no in-depth information on the subject". Finally, second Federico Pizzinelli di Wine News, we must “make young people understand first of all that wine can be fun. Then the story and the territory are told. An act of courage is needed to communicate wine well ”.
di Chiara Ferrero with Sabrina Colandrea e Federica Frola (Futura)
