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Drink Less and Better, Thanks in Part to the AIS
Staff Writer – July 20, 2006
The fact that 40% of the over 30,000 AIS (Associazione Italiana Sommeliers, or Italian Association of Sommeliers) are young adults, suggests that the culture of wine and responsible drinking is spreading among the younger generation of Italian.
This is what was revealed by a poll conducted by Doxa, the Italian Institute for Statistical Research and Public Opinion Analysis, about the Italian lifestyle and and national alcohol consumption. The study was promoted by the Osservatorio Permanente sui Giovani e l'Alcol, or the Permanent Observatory of Young Adults and Alcoholic Beverages. The awareness found in younger drinkers concerning wine quality has been pushed by the "renaissance of the Italian wine", which has flourished over the past 20 years.
Responsible and "in check" wine drinking in the Italian modern society is expression of balance and moderation. Quality wine tasting can be a viable way to to fight alcohol abuse, attracting young adults to new ways of enjoying alcohol, steering them away from excesses. So much so, that in the modern Italian lifestyle wine represent balance and reflection.
The Mediterranean art of wine tasting, which has spread worldwide, today represents the "lento" (slow) style of life, which pays attention to the individual psycho-physiological balance. Such behavior helps people feel "at peace", and is in direct opposition to risky lifestyles which include the fast drinking of the ''happy hour'' and binge drinking. Wine tasting is also the opposite of current trends in advertising which present excessive drinking coupled with entertaining, leisure, and social events, which encourage the drinker to drink without savoring.
| Source: Luigi Carnevali, delegato AIS per Modena e provincia |
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