Wine is a living commodity, deeply rooted in European history and culture, which we, the VDP, have always represented. Viticulture shapes unique cultural landscapes and makes it possible to preserve them in the first place. The wines grown there bring these delightful landscapes to life. However, we are also aware that moderate consumption is particularly important. Alcohol abuse can have devastating consequences – health-wise, socially, as well as psychologically. Warnings about the dangers of excessive consumption are necessary. As the VDP, we support these efforts to educate and promote responsible alcohol consumption. At the same time, with this years campaign, we want to draw attention to the fact that wine is more than just an alcoholic beverage: it is a cultural asset that has accompanied humanity for over 8,000 years – an expression of history, craftsmanship and joie de vivre that uniquely combines responsibility and enjoyment.

Wine has accompanied humanity for thousands of years. It occupies a special place in literature, art, and music. In ancient Greece, the god Dionysus symbolized wine, while the Romans brought viticulture to Central Europe, including Germany, and shaped its culture. Great works of literature, such as Goethe's “Faust” or Heinrich Heine's poems, immortalize wine as an expression of joie de vivre, evanescence and community.  

Wine is one of many cultural treasures, but its history far surpasses that of others. With this year's campaign, we want to make this idea visible: smartphones have been with us for 17 years, grand pianos for 170 and upright pianos for 300. Cars have shaped our lives for 120 years, printed books for 550 – and even monumental buildings that dominate the landscape, such as castles, “only” look back on around 1,000 years of history. Wine, however, has been with humanity for over 8,000 years.   

This continuity gives it a special dignity: it has survived crises, times of change and upheavals – and will continue to do so. For the VDP and its members, wine is not just a product that is bottled, but a deep understanding of nature, terroir, and the art of winemaking. Winegrowing is a craft and a dedication – from the careful cultivation of the vines to the art of vinification. Respectful treatment of nature and the preservation of traditional winegrowing regions are essential. It is not only the wine itself, but above all the landscape that produces it that we want to preserve. 

Some medical studies suggest that even moderate wine consumption has no health benefits and that there is no safe amount. Health risks could arise even with low consumption. We take these concerns seriously. It is important to draw a clear line between moderate consumption and abuse. We do not trivialize alcohol, but advocate for conscious, responsible consumption that highlights the positive aspects of wine as a cultural asset.  

Hardly anyone drinks wine because it is healthy. We enjoy it in the same way we enjoy going to the opera, hiking in nature, or having a good meal in a restaurant – not for its medicinal benefits, but because it brings us pleasure.  

One might suspect that emphasizing wine as a cultural asset glosses over the dangers of alcohol: "We are not interested in romanticizing wine or even hiding its possible negative aspects. We are aware of the challenges, but we focus on education and transparency. Wine is part of our culture, our history, our identity and, in our particular case, even our livelihood. It connects people and brings them together in a conscious setting," explains VDP.President Steffen Christmann.

For the VDP and its members, wine is not just a product that is bottled, but a deep understanding of nature, terroir, and the art of winemaking. Winegrowing is a craft and a labor of love – from the careful cultivation of the vines to the art of vinification. Respectful treatment of nature and the preservation of traditional winegrowing regions are essential. It is not only the wine itself, but above all the landscape that produces it that we want to preserve.

An often underestimated aspect of viticulture is its role in preserving cultural landscapes. The VDP wineries practice sustainable and natural viticulture in order to secure the ecological foundations for future generations. This perspective was an essential part of the motivation that founded the VDP in 1910, and is at the forefront of our statutes. Vineyards shape the landscape of many regions in Germany and, when cultivated properly, contribute to the preservation of biodiversity. Without viticulture, steep slopes, picturesque terraces and rolling hills would disappear in many places. 

These unique wine regions are more than just areas of cultivation – they are cultural treasures that deserve protection. Viticulture in these historic and world-renowned sites, where VDP winegrowers focus their efforts, is often challenging and demands exceptional commitment. Yet it is this very dedication, along with a deep respect for nature and an unwavering pursuit of the highest quality, that makes our wines truly exceptional.

Wine should be enjoyed in moderation – there is no question about that. A glass of wine with a meal can enhance enjoyment, enrich the gathering and the moment. However, moderation is important. The VDP therefore expressly supports initiatives, such as “Wine in Moderation,” which promote conscious alcohol consumption and enjoyment without excess. 

Wine is more than just a consumer product – it is a symbol of encounter and dialogue. During social gatherings with family and friends, wine often becomes the connecting link that brings people of different backgrounds and opinions together. This is also how it is viewed by the VDP.members. VDP.President Steffen Christmann, for example, says: "For me, getting together over a glass of wine means taking a break from everyday life and enjoying the company of others. For us, wine is not just a drink, but a cultural asset that is deeply rooted in our region. Whether at the village wine festival or in a local wine bar, wine is part of our DNA and has shaped Palatinate for many centuries. When we toast together, we create an atmosphere of togetherness that is enhanced by good food and stimulating conversation." 

VDP.winegrower Meike Näkel from the Meyer-Näkel winery in the Ahr region also emphasizes the unifying element of wine enjoyment: "When we get together with our family or at the winery over a glass of wine, we add a special sparkle to a special moment. A glass of wine brings us together at the table on special occasions and is an active and passive part of the community, whether it is the topic of conversation or accompanies a meal." 

The importance of enjoying wine in moderation has always been clear in the family of VDP.winegrower Moritz Haidle from the Karl Haidle winery in Württemberg: “In my family, wine was always treated as a luxury food. Respectfully as a cultural asset of our region, as a complement to food and in social gatherings. But it was also always discussed that wine should be enjoyed in moderation. Precisely as a luxury food and not as an intoxicant.”

As the Association of German Prädikat Wine Estates, we see it as our duty not only to produce excellent wines, but also to preserve wine as a cultural asset for future generations. We firmly believe that wine, when treated with care and respect, is a valuable enrichment to our lives. 

Discovering the richness of the world's wines is like browsing through a large library – familiar and surprising at the same time. This diversity has a value that connects people, preserves landscapes, and shapes our culture.  

At a time when alcohol consumption is being questioned more and more critically, we want to offer a counterpoint: in our view, wine is not the problem, but rather how it is handled. By consciously enjoying and appreciating wine as a cultural asset, we can successfully navigate the fine line between pleasure and responsibility.

• Konstantin Baum: The truth about Alcohol and why Andrew Huberman is wrong 
• Jancis Robinson: Is the demon drink over-demonised? 
• Karen McNeil: Come over October
• Eric Asimov: Why Wine Still Matters, And Always Will
• Académie International du Vin

If you have any questions, please contact:

VDP.Die Prädikatsweingüter

Max Rohde

m.rohde@vdp.de | +49 (0) 6131 945 65 14