The Coonawarra Wine Region has posted a photograph on Facebook of Next Crop leadership graduates wearing t-shirts with the message, “Drink More, Die Younger.”
The graduates are pictured with glasses of wine in hand.
It is the kind of messaging that the Australian wine industry is trying to distance itself from.
Coonawarra Vignerons has since apologised for the Facebook post, which has been deleted.
The Next Crop program is an initiative of Wine Australia which released this statement on Wednesday afternoon, “Wine Australia has been made aware of an image from a recent Coonawarra regional leadership program.
“The image, and actions suggested in the image, do not reflect the values, views, policies or practices of Wine Australia, the Australian wine industry, or the leadership programs and alumni of the Australian grape and wine community.
“We acknowledge the region’s apology and investigation into this matter, as well as its commitment to social responsibility.
“The individuals in the photo did not intentionally seek to cause offence.
“Nevertheless, we are disappointed.
“Wine Australia has extended an offer to the group for support, especially encouraging their participation in the industry programs promoting responsible engagement with alcohol.
“The wine industry has a shared responsibility and commitment to provide information to ensure consumers who choose to consume alcohol do so in an informed and responsible way.
“This responsibility extends to the words and choices we use when we communicate about our industry.”
Coonawarra Vignerons said in a statement to WBM, “We sincerely apologise for this incident which included members of the Coonawarra Next Crop program.
“Their attire, featuring irresponsible messaging around alcohol, was not endorsed by Coonawarra and does not reflect the values or professionalism of our members or the association, nor the responsible approach to alcohol consumption that our industry proudly upholds.
“The Next Crop cohort met earlier this week and discussed the implications of the t-shirt’s messaging and all acknowledged that this was a serious misstep.
“The individuals concerned have conveyed their sincere remorse and understand that their behaviour fell short of the standard we expect in our industry, which is built on respect, moderation and responsibility.
“Coonawarra Vignerons remains committed to fostering wellbeing, cultural awareness and social responsibility across our community and industry.
In March this year Coonawarra Vignerons called for applications for the program, offering up to 15 positions for aspiring leaders.
The media release said, “Together with a range of expert facilitators and special guests, participants will explore the cultural, social, environmental and economic challenges and opportunities influencing the region.”