Wine Law

or quarterly basis that they would otherwise have to find and purchase on their own” 46 . So, wineries, wine regions or specialised wine shops usually animate those clubs. By visiting pages of wine clubs, one can realise that the promotion of the wines conducted by those wineries follow the rules cited before, presenting the labels, describing the wine, pricing the bottle, helping customers buying wines with confidence. Live chat sommeliers provide friendly advices. Those guidance and convenience are not found at the supermarkets stores. It is remarkable that regulations on advertisement rule’s responsibilities imposed to advertisers are being transfer to the public at the online commerce, for example, the age of the buyer is based on a self-declaration and a mere in-box-click is accepted. In a store wine magazine, the salesman has the responsibility to assure not sale to minors. Inside the walls of the winery, a set of promotions can be done. Host events, like tasting, is one of the important inside activities that brings costumers inside, giving the opportunity to tell its own history. Is such cases, it is also the winery’s responsibility to control sales and avoid excessive consume. The wine tourism is an issue that is taking force: wineries are hosting events in spectacular posadas . As it is common, inside the winery, the promotions of the posadas are not submitted to the same rules of the alcohol beverages. However, once it is clearly shows the winery relation, it obviously attracts all the limitations imposed to the promotion of the wines. Overall, with some minor distinctions, the promotion of wine over different countries are submitted to the State’s control. The rules are split in two layers: general communications rules and a set of rules turned properly to alcohol beverages. Special rules limit the content of the communications, avoiding, for example, characters that could keep attention of children and teen agers. Wine law permits practices that may be not permitted in others sectors, like comparative advertisements and statements not so accurate. Self-regulation entities playing a major importance at the control. The scenario of consumers is very 46 See J. Arnold & I. Larnis, Wine Clubs of Sonoma County , Pelican Publishing Company, 2007, pp. 1-33, ISBN: 1-58980-432-5.