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Wine has been a cultural asset for 8,000 years and is deeply rooted in European history and culture. This is the theme of the new advertising campaign of the Association of German Prädikat Wine Estates (VDP). Wine is contrasted with other achievements of history. Castles have only been cultural assets for just over 1,000 years, books for 550 years, pianos for 300 years, and smartphones for 15 years, making them significantly younger than wine.
According to the statements in the campaign, wine is the expression of regional identity, the result of craftsmanship, and a bearer of cultural continuity, writes the association. The VDP stands for the preservation of shaped cultural landscapes through sustainable management. At the same time, the association takes concerns about the effects of alcohol consumption very seriously. The risks of alcohol abuse should not be downplayed. Promoting prevention, educating about the risks, and moderate consumption is important.
According to the initiators, the campaign is not about romanticizing wine or hiding its possible negative aspects. Rather, it honors its cultural, ecological, and artisanal dimensions. Hardly anyone drinks wine just because it is healthy. One enjoys it like an opera visit, a hike in nature, or a good meal in a restaurant: not for medical benefit, but because it brings joy. Wine is not only the basis of existence for winemakers but also connects people and brings them together in a consciously experienced setting.
(al)
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