A wine association in Australia has issued an apology after posting a controversial photo on social media. The Coonawarra Vignerons, which represents the Coonawarra Wine Region, shared images of members wearing T-shirts that read "drink more, die younger." The post was intended to celebrate graduates of the Next Crop leadership program, which focuses on cultural awareness, wellbeing, and social governance. However, the photo drew criticism for its inappropriate slogan, prompting the association to delete the post and later edit the image to obscure the phrase "die younger."

In response to inquiries, the Coonawarra Vignerons expressed regret over the incident. They stated, "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 association emphasized its commitment to wellbeing and social responsibility within the community and industry.

Sophie Bourchier, project manager for Substance Misuse Limestone Coast, a nonprofit focused on harm-reduction programs, criticized the T-shirts as "terribly disappointing." She noted that the slogan contradicted the goals of the Next Crop program, which aims to promote leadership and social responsibility. Bourchier suggested that the wine industry should explore partnerships with harm minimization programs to address alcohol consumption issues. "It's an opportunity to come on the front foot and say, 'OK, a lot of people enjoy our product,'" she said, adding that there are also individuals who struggle with alcohol.

Will Taylor, a partner at Finlaysons law firm and a former winemaker, echoed the need for the wine industry to take social responsibility seriously. He acknowledged the joy that wine brings but also highlighted the potential for abuse that can lead to significant harm. "The industry has always had a moral obligation to do something about that," he said. Taylor described social responsibility as an "existential" issue for the wine sector, especially as global consumption declines. He urged wineries to better communicate their social responsibility efforts to the community, stating, "It is a real threat to the industry and it's a global problem."