In an unprecedented move, the Académie Internationale du Vin (AIV) is speaking out publicly against the threat of what it calls the “denormalisation” of wine initiated by the World Health Organisation (WHO) in an open letter to the heads of government of all United Nations member states.
The AIV, which is based in Lausanne, is an association of around 100 of the world’s most renowned wine personalities from 20 nations and is often referred to as the “Council of the Wise” of the world of wine.
The open letter says to denormalise wine would destroy centuries of heritage, close scientific debate prematurely, and choose prohibition over education and freedom.
The timing is not accidental – as world leaders will be asked to vote on a resolution with potentially far-reaching consequences for the world of wine during the 80th United Nations General Assembly on 25 September 2025.
At first glance, the proposed resolution under the section “Prevention of non-communicable diseases and promotion of mental health” may well seem innocent enough.
But the four lines it contains pose serious concerns for all parties with an interest in wine. Those four lines propose reducing the ‘harmful use of alcohol’ by: (1) banning or comprehensively restricting exposure to alcohol advertising; (2) restricting the physical availability of alcohol; and (3) enacting and enforcing drink-driving laws.
In 2023, the WHO published a study claiming that the consumption of even the smallest amount of wine posed a health risk (talking of “no safe level” of alcohol consumption). Yet, wineries and many academics point to other studies that have concluded that moderate wine consumption for men and women over the age of 40 can in fact be beneficial to health. In addition, numerous scientists, medical experts and independent institutions point out that the “no safe level” study was both flawed in its methodology and selectively cited by the WHO. Yet it has been treated by many media outlets as authoritative.
Serious concerns
Wineries and other groups also argue that the anti-alcohol movement is pushing for still wider measures to “denormalise” wine, such as warnings on back labels referring to life-threatening risks, significant excise tax increases, a complete moratorium on wine advertising, and, most extreme of all, the banning of wine from public spaces. That would mean no wine consumption on visible restaurant terraces, outdoor cafés, or venues open to the street – which the AIV sees as a step towards worldwide prohibition.
The AIV’s message is clear. World leaders should not close the scientific debate too early. They must refrain from voting in favour of such measures until solid, independently verified scientific data is available. Only independent, randomised long-term studies – comparable to those required for pharmaceutical approval – can serve as a legitimate basis for legislation. Education and moderation are always preferable to prohibition.
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