Why is responsible drinking an important conversation for the wine industry?

Responsible drinking is an important conversation for the wine industry because, like all alcohol products, wine carries potential risks when consumed irresponsibly. The conversation is not about discouraging consumption but about encouraging a culture of informed decision-making and shared responsibility. Alcohol-related harm affects not only individuals, but also families, communities, and society more broadly. Reducing that harm requires collaboration across the value chain, from producers and retailers to hospitality operators, regulators, and organisations working in prevention and harm reduction. For the wine industry, being part of this conversation is not only socially responsible but also contributes to a more sustainable future for consumers, communities, and the sector itself.

What role does the wine industry play in promoting moderation?

The wine industry plays a vital leadership role in shaping norms around moderation. Beyond the products themselves, the industry influences social behaviour through its storytelling, branding and the experiences it creates for consumers. By actively embedding messages of responsibility into consumer engagement and broader industry conversations, the sector can help shape social norms that encourage more responsible choices and discourage excess. As a significant and respected sector within South Africa, the wine industry has both an opportunity and a responsibility to be on the right side of the harm reduction conversation. This means actively promoting moderation and working collaboratively with organisations such as AWARE.org, government and civil society partners to contribute to a collective voice of responsibility and social change.

How has consumer behaviour changed in recent years?

From an alcohol harm reduction perspective, we are seeing growing awareness among consumers of the relationship between alcohol, health, mental wellbeing and overall quality of life. Consumers are increasingly engaging with conversations around balance, wellbeing and informed decision-making. At the same time, digital platforms and social media continue to shape attitudes and behaviours around alcohol consumption, particularly among younger adults, making positive role modelling and responsible messaging increasingly important.

What misconceptions exist about responsible consumption?

One of the most common misconceptions is that responsible consumption is only relevant for people who misuse alcohol or who already experience alcohol-related harm. Responsibility and moderation are preventative concepts that apply across the board and help create healthier norms around alcohol use. Another misconception is that conversations about responsibility are about judgement, restriction or removing choice. In practice, they are about informed decision-making, understanding risk, and creating environments where people are empowered to make safer choices for themselves and others.

What initiatives are currently underway to encourage responsible enjoyment?

AWARE.org, together with government, industry, and civil society partners, implements a range of evidence-based programmes focused on preventing and reducing alcohol-related harm through education, awareness, and behaviour change. These initiatives include underage drinking prevention programmes aimed at delaying alcohol initiation, campaigns that address alcohol-related harms such as drinking and driving and Fetal Alcohol Spectrum Disorder (FASD), and interventions that promote informed decision-making and social responsibility. We also work collaboratively across sectors to align messaging, support positive social norms, and contribute to a broader culture of responsibility around alcohol consumption. For AWARE, the emphasis is not on one-off campaigns, but on creating sustained behavioural and societal change through long-term partnerships and collective action.

What message would you like consumers to take away regarding responsible drinking?

Our message is simple: enjoyment and responsibility should go hand in hand. Responsible drinking is about making informed choices, understanding risk, and recognising that alcohol-related harm affects not only individuals, but also families, communities, and society more broadly. We encourage consumers to be mindful of their own wellbeing, the safety of others, and the role that each of us plays in creating healthier social norms around alcohol.

Ultimately, reducing alcohol-related harm is a shared responsibility that requires collaboration between consumers, industry, government, and civil society.