Myth Busters – Wine & Health
Marketing/Public Relations Breakout Session
It is tough to mention the words “health” and “wine” in the same sentence without getting serious side-eye, but with new labeling laws and studies coming out seemingly daily about the health impacts of alcohol, not to mention the dozens of emerging brands promising low-calorie, “clean-crafted,” better-for-you products, it is time to get to the bottom of what this all means for the beverage alcohol industry.
In this session, we will explore the following:
- What “health” claims – if any – can we make about wine, and what we need to stay away from.
- A deep dive into what ingredients labeling in wine means, and how to effectively communicate some of these complexities to consumers.
- Why companies like Avaline, Fit Vine, and Fresh Vine aren’t the bad guys – and what opportunities they seized that the rest of us could learn from.
- What areas of opportunity there are to position wine as part of a modern, wellness-conscious lifestyle in the context of new trends and terms (e.g., “damp drinking,” wineries with wellness activities, etc.).
Devin Parr, Devin Parr & Associates, California
Emily Saladino, Writer, New York
Will Willis, Zeno, England