Science prevails over politics - almost - By the Way

Cheers, April, 2003 by Charles Forman

As a youngster on the early edge of the Baby Boom generation, I was often urged to clean my plate--i.e., eat something strange and repelling that I really didn't want--with admonitions comparing my imaginary misfortune with that of the truly unfortunate--Korean war orphans, for instance. "You don't know how lucky you are. They don't have anything. I bet they wouldn't complain."

"I bet they would, " I wanted to say. Of course, 1 never had the courage to speak up. Much less frequently I heard, "Good job with your peas and carrots, Bobby. Now, finish your wine. It's good for you."

If you're a little suspicious about that last bit, you're right. My parents did call me Bobby until I was in junior high when I grew up to become Charlie, but they never actually told me to finish my wine. Would anyone really argue that's because there were no health claims on wine bottles in the early Eisenhower years? Actually, yes. A few days ago a Treasury Department ruling that will allow directional labeling on wine bottles finally took effect. It will allow marketers to imply that alcohol in moderation maybe beneficial to your health.

It also ended three years of argument by those opposed to the ruling that if people realize beverage alcohol may have health benefits they will abuse it. These people said that some (Bobby?) who should not be finishing their wine, or having any wine at all, would be harmfully encouraged. Does that sound a little silly to you? It does to me.

The labels and advertising copy that will be allowed can make only highly qualified claims, while directing the consumer to (for instance) consult their physician or send for a government publication. The Wine Institute has suggested a label that directs consumers to Federal dietary guidelines and lists the many factors such as exercise and maintaining proper weight that reduce the risk of heart disease. The label does manage to let people know that "Drinking in moderation may lower risk for coronary heart disease, mainly among men over age 45 and women over age 55."

John DeLuca of the Wine Institute commented on news of the government's new green light positively. "We believe science has prevailed over politics," DeLuca said. Has it? As seen from this corner there's still a way to go but we have witnessed a move in the right direction. This is not to belittle a complex issue in which missteps can have large and serious social consequences. So we can applaud the carefully crafted new rule, which applies to all alcoholic beverages but is seen as less significant by spirits and beer marketers than by the wine industry. But we can also look forward to the day still to come when common sense, as well as science, prevails and politics is the servant of both.

Charles Forman

Vice President and Publisher