A conversation with Nadia Frittella, Secretary General of Wine in Moderation
As conversations around responsible service take on renewed urgency, Wine in Moderation has emerged as one of the most influential voices guiding how the global wine sector shapes healthier relationships with alcohol. Founded in 2008 as a three-year European initiative, the organisation has since grown into a worldwide reference point for responsible wine communication, education, and professional practice.
ASI’s Mark DeWolf sat down with Nadia Frittella, Secretary General of Wine in Moderation, to discuss why moderation is not a constraint on hospitality, but a foundation for its long-term sustainability, and why sommeliers are uniquely positioned to lead. While this article comes out in the weeks leading into Dry January, the conversation is meaningful 365 days a year.
ASI: For those unfamiliar, how did Wine in Moderation begin and how has it evolved?
Nadia Frittella (NF): Wine in Moderation started in 2008 as part of a European Alcohol and Health Forum project. It was meant to last three years, but the demand for a structured moderation programme quickly became clear. After those three years, the association was formally established in Brussels, and we’ve been coordinating the programme ever since.
Today, we operate well beyond Europe. Since 2013, we’ve been active in South America, and the network continues to expand.
ASI: Why is it important, even essential, for sommeliers to promote responsible consumption?
NF: Sommeliers aren’t just serving wine. They’re educators, storytellers, cultural ambassadors. When you introduce guests to a wine, you’re also shaping their understanding of how it fits into a balanced lifestyle.
We often talk about “balance” in wine as in acidity, tannins, structure. But balance also applies to how wine is enjoyed. Moderation doesn’t reduce pleasure; it protects it. Guests look to sommeliers as trusted professionals. When we model responsible behaviour, we make hospitality more sustainable, more accessible, and more respected.
ASI: Some professionals worry that promoting moderation or low/no-alcohol options could reduce revenue. How do you respond to that concern?
NF: It’s better to promote moderation than risk losing the sector altogether. Our message isn’t “don’t drink…it’s if you choose to drink, do so wisely.”
Everything in life benefits from moderation, and the wine world is no exception. Promoting balanced consumption safeguards the long-term health of our culture, our businesses, and our guests.
ASI: Is it especially important for hospitality professionals to model moderation themselves?
NF: Absolutely. Professionals don’t just shape how wine is served; they shape how it’s perceived. People look at us for cues, not only about tasting, but behaviour. Practising moderation reinforces the idea that wine is meant to be enjoyed intentionally rather than excessively. And in practicing moderation it also protects our own wellbeing.
ASI: Many countries are shifting their health guidelines. How does Wine in Moderation approach the subject of health?
NF: There is no universal standard for drinking guidelines. Each country defines its own. Our role is to provide information grounded in scientific evidence. We work with a network of scientists to ensure our communication is accurate.
Health isn’t only physical; mental wellbeing is now widely recognised as part of the health equation. That matters, particularly in hospitality, where stress, long hours, and late nights are common.
ASI: The hospitality industry is known for its intensity. How can employers support healthier consumption habits?
NF: Simple measures can make a big difference. Normalising spit-tasting. Establishing clear guidelines on responsible service. Providing training on stress management and well-being. Creating a supportive team culture where choosing moderation isn’t judged.
When professionals feel empowered and supported, moderation becomes part of the routine.
ASI: Has the industry changed since the early 2000s, when post-shift drinking was ingrained in the culture?
NF: Yes, we’ve come a long way. There’s growing awareness of well-being across the sector, and younger generations have a different mindset around balance and lifestyle. That’s part of why interest in Wine in Moderation has increased. We are responding to a real need.
ASI: You’ve recently launched a comprehensive moderation training programme. What does it include?
NF: The course is built around nine modules, covering topics from wine communication to legislative frameworks, wine tourism, wine and health, and best practices for creating a responsible service environment.
We’ve created targeted learning paths for different professions: sommeliers, oenologists, and others. So students receive content relevant to their roles. Crucially, the scientific components are reviewed by experts to ensure accuracy. We also include real-world scenarios to help professionals navigate difficult situations with confidence.
The training is being adapted linguistically and legally by our national coordinators, so sommeliers in Italy, Spain, Germany, Portugal, and the UK can take it in their own language with localised regulations.
ASI: What’s the long-term vision for Wine in Moderation?
NF: To reach everyone along the wine value chain: producers, educators, sommeliers, and marketers. Everyone plays a role in shaping how wine is understood and enjoyed.
Our goal is to provide knowledge, tools, and best practices as widely as possible. We’ve grown significantly, but there is still so much potential to reach more countries, more professionals, and more consumers.
ASI: On a personal note, do you drink wine yourself? Has your work influenced the way you drink?
NF: Yes, I do. I’m of Italian origin, so wine has always been part of my family culture. Working with Wine in Moderation hasn’t made me stop drinking, but it has made me more aware. I enjoy a glass with dinner, with water alongside it, and I don’t drink when I drive. It’s simply about making thoughtful choices.
ASI: Any final thoughts for ASI members?
NF: If anyone is interested in our training, all the information is available on our website: www.wineinmoderation.eu. We are here to support sommeliers in making moderation a natural, empowering part of their professional identity.
