Sharing a drink is deeply ingrained in the European way of life. Little wonder then that Europe’s culinary tradition is full of famous beers, wines, spirits and ciders – many of which are appreciated globally for their unique taste and quality. It’s a rich cultural heritage that neatly reflects the huge variety of different regional customs across Europe.
In line with these customs and traditions, most adults in Europe enjoy alcoholic drinks in moderation as part of their normal life and diet. And many of us will know people who have done so for their entire adult life. In most Mediterranean countries, moderate drinking is widely accepted and policymakers frequently acknowledge that it may fit with a healthy lifestyle.
This being said, in life, there are always two sides to a story – and it is no different in the case of alcoholic beverages. Many of us will personally know, or have heard of someone, who has had a problematic relationship with alcohol and whose health may have suffered as a result.
The levels of excessive alcohol consumption have, by and large, been declining in most European countries in recent years. The reasons are manifold – fundamental demographic, economic and sociological shifts clearly play a role. More and more consumers are making more educated – and more high-end – choices when choosing a drink. This typically comes with a more educated – and moderate – practice of consumption, too.
Nonetheless, the harm caused by excessive consumption is real and remains an issue of concern. Health policy needs to find the best answers to this complex challenge. What we need are effective and efficient prevention strategies that help accelerate the declining trends, raise awareness about the risks of harmful consumption and support those in need.
Every step of the way, we must continue to advocate for targeted policy approaches that embrace moderate drinking. Claims such as ‘no safe levels’ are too broad to be meaningful in a constructive debate on targeted prevention. And it strikes me as sensationalist and running counter to our individual and collective life experiences of moderate consumption reflected in Europe’s culinary culture and traditions.
Moderate consumption of alcohol within a balanced diet is compatible with a healthy lifestyle. The majority of consumers should and must not be alarmed or confused by sensationalist slogans. And those at risk or addicted are not helped by such language either, but rather by targeted medical support, education and awareness around health risks.
Ulrich Adam
Director General*
*In his capacity as permanent representative of SPRL ADLOR Consulting
