SHERIDAN, WYOMING – July 21, 2024 – A new era of responsible wine tasting is unfolding in South Australia,thanks to a groundbreaking initiative spearheaded by DrinkWise and Pernod Ricard Winemakers. The collaborative effort aims to enhance the enjoyment and safety of wine tourism by providing consumers with innovative tools and resources to monitor their alcohol consumption.
"Stay Tasteful While Tasting": A Proactive Approach to Moderation
DrinkWise's "Stay tasteful while tasting" campaign has become a cornerstone of this initiative, distributing over 10,000 interactive scratch cards at Jacob's Creek and St Hugo cellar doors. These unique scratchies offer a visual and tangible way for visitors to track their tasting pours, fostering a greater awareness of standard drink equivalents and encouraging mindful consumption.
The campaign, launched in 2022 in partnership with Australian Grape & Wine and the National Wine Foundation, has reached over 1,800 winery cellar doors, wine festivals, events, and tourism associations nationwide. This demonstrates a widespread commitment within the industry to prioritize responsible consumption and ensure wine tasting remains an enjoyable experience for all.
Empowering Consumers and Elevating Cellar Door Experiences
By integrating responsible drinking education into the cellar door experience, DrinkWise and Pernod Ricard Winemakers are setting a new standard for the industry. This proactive approach not only empowers consumers to make informed decisions about their alcohol intake but also contributes to a more inclusive and safer wine tourism environment.
“The success of the 'Stay tasteful while tasting' initiative at Jacob's Creek and St Hugo is a testament to the effectiveness of DrinkWise's approach,” said Helen Strachan, Pernod Ricard’s Legal, Public Affairs, Communications and S&R Director, and Chair of the National Wine Foundation and DrinkWise Board Member. “By providing engaging educational resources, we are equipping our guests with the knowledge they need to enjoy wine responsibly."
The initiative has also played a pivotal role in Jacob's Creek receiving Pernod Ricard Winemaker's Responsible Hosting certification, a testament to the winery's commitment to providing a safe and enjoyable experience for all visitors.
A Vision for the Future of Wine Tourism
The collaboration between DrinkWise and Pernod Ricard Winemakers highlights a growing trend within the wine industry towards a more conscious and responsible approach to consumption. By prioritizing education and moderation,these organizations are helping to shape a future where wine tourism is synonymous with both enjoyment and responsibility.
As the "Stay tasteful while tasting" campaign continues to expand its reach, it serves as an inspiring model for other wineries and tourism operators, demonstrating that responsible drinking can seamlessly integrate with the pleasure of wine appreciation.
For further information, please contact: info@drinkwise.org.au.