Social Responsibility

Enjoy our Cider and fruit wines responsibly: drink in moderation

The European cider and fruit wine industry promotes responsible consumption and enjoyment as a cultural/social norm, with a view to preventing and reducing alcohol abuse and related harm.

Drinking beyond nationally recommended guidelines could increase the risk of harm.

The misuse of alcohol is one of the main causes of premature death and avoidable disease. It also has social consequences, both for the drinker and for others in the community. Causes of death include road traffic accidents, injuries, violence and liver disease.

Alcohol misuse has also been associated with a range of long-term chronic diseases that reduce the quality of life. These include hypertension, cardiovascular problems, cirrhosis of the liver, alcohol dependence, and various forms of cancer, alcohol-related brain damage and a range of other problems.

Pregnant women should avoid alcohol, as immoderate consumption of alcoholic beverages in pregnant women can cause malformations of the embryo and their offspring may exhibit symptoms of foetal alcohol syndrome.

The laws in EU Members States on minimum legal purchase age and consumption must be respected and adherence encouraged. Adolescent alcohol consumption is particularly harmful as it interferes with growth, nutrition and personality development. Therefore underage people should not consume alcoholic beverages.

The ability to drive is negatively affected by alcohol consumption. It is for this reason that we recommend to avoid drinking if you drive.

Responsible drinking patterns: steps to enjoying cider and fruit wine.

Here are some guidelines to drink cider and fruit wine responsibly and at the same time optimising their enjoyment:

  • Understand the cider and fruit wine you drink: knowing where its unique character comes from makes drinking the more pleasurable.
  • Drink slowly: take the time to savour the drink's distinctive taste.
  • Accompany drinks with good food:
    • enjoy cider and fruit wine that complements your meal occasions,
    • Alongside a glass of water or other non-alcoholic beverage.
  • Regular consumption of small amounts of cider and fruit wine is preferable to binge drinking large amounts on a single occasion.
  • Do not exceed the guidelines for moderate alcohol consumption.

Responsible marketing and advertising

AICV members market their cider and fruit wines in a responsible way and play a full part in promoting the legislation or voluntary codes that regulate marketing and advertising.