At Passport to Pearls, we promote and strongly believe in a culture of balance and moderation. As wine industry leaders, we are deeply committed to educating about safe and responsible drinking. We're also focused on promoting our products in an appropriate light.
The definition of moderation is unique to every individual. Legal-age consumers should consider the USDA-HHS 2010 Dietary Guidelines for Americans or even talk with a personal physician.
Passport to Pearls communicates with legal-age consumers in several ways:
Passport to Pearls designs consumer communications to connect with adults of legal drinking age. As a member of the Wine Institute, we subscribe to the Wine Institute's Code of Advertising Standards, the highest industry benchmark for advertising depicting responsible consumption of wine.
The code includes restrictions against advertising that:
Passport to Pearls also follows the Wine Institute's Digital Marketing Guidelines governing the promotion of wine in digital media. Here are the basic principles:
Digital marketing communications…
We believe our products should be enjoyed responsibly by adults of legal drinking age. Each facet of our direct-to-consumer business, whether in our tasting rooms, direct shipments or online, follows an established age-verification protocol.
Responsibility begins with education. At Passport to Pearls, we educate our employees about how to responsibly promote our products. We give all employees, from shipping to cellar staff, the necessary tools to be responsible members of our industry. We train our sales force how to comply with state and local standards and obligations governing the industry. We train all employees how to properly serve and present our wines to adult consumers at events and tasting.