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The European Wine sector’s Wine in Moderation, Art de Vivre campaign joins forces with Friends of Glass to spread the word about drinking responsibly. The “Wine in Moderation, Art de Vivre” message is featured as part of a Facebook recycling game called “Pass the Bottle” where friends are invited to recycle their glass bottle, after sharing a virtual drink with each other.

The Pass the Bottle Campaign uses a Facebook game to bring people together to play and learn about environmental and social responsible behaviour in a funny and rewarding way.

The Pass the Bottle game promotes the recycling of glass as the only material that can go through the bottle-to-bottle closed loop recycling chain. Glass can be recycled infinitely in a new bottle ready to go again and again and avoid using new raw materials

The game winners are crowned “recycling champions” and win a real bottled product of their choice among a variety of delicious product.

Only those winners that are over 18 years old may choose and receive a bottle of wine to reward them for their recycling effort. If they opt for the wine, they are invited to read and apply the guidelines provided by the Wine in Moderation platform inviting to a moderate and responsible wine consumption.

The pan-European initiative “Wine in Moderation, Art de Vivre” promotes moderation and responsibility in the consumption of wines and reminds that each wine is a natural and unique product with a unique cultural heritage. Only moderate drinking allows savouring the unique character and quality of wine. Glass contributes to promote these unique characteristics and to fully preserve quality and taste.

Having a nice glass of wine responsibly, with friends is a social pleasure and ensuring that your glass bottle is recycled is an environmental one. We are very pleased that “Wine in Moderation, Art de Vivre” and the Friends of Glass recycling initiative – Pass the Bottle - is encouraging a cultural change in the consumption and recycling habits of consumers.” says Niall Wall – President of the European Container Glass Federation (FEVE) which initiated the Friends of Glass campaign.

The “Wine in Moderation, Art de Vivre” campaign is a major campaign from the wine sector that encourages people to adopt responsible drinking habits. The Friends of Glass consumer forum counting thousands of consumers is helping the sector to spread the “Wine in Moderation – Art de Vivre” message.

“We are committed to broaden the partnership among relevant constituencies in the wine value chain to support our efforts to inform and educate stakeholders and to appreciate wine responsibly in moderation, thus contributing to the goals of the EU Strategy to support Members states to tackle alcohol-related harm” declares George Sandeman, spokesperson of the WIM programme. “We are proud to sign this partnership with an initiative such as Friends of Glass which works also to enhance sustainable and responsible behaviour among stakeholders and consumers.”



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