Concha y Toro

Concha y Toro 01/02/2023

Wine and responsible consumption: Know your measure!


Wine can be part of a healthy lifestyle if consumed in moderation. We invite you to know your measures and learn how to enjoy wine responsibly.

At Viña Concha y Toro, promoting responsible consumption is fundamental to our commitment to society. Therefore, we encourage responsible wine consumption and educate about the benefits of moderation. 

Responsible consumption of wine by healthy adults that does not exceed the risk limits and does not affect their well-being or others—even knowing that sometimes the best option is not to drink at all. 

In this context, Viña Concha y Toro is part of Wine in Moderation (WIM). A European association composed of responsible organizations seeking to establish a sustainable wine culture. 

Know your measure

The standard serving glass is 100 ml of red, white, or sparkling wine. However, most restaurants and bars use 150 ml. That is why it is essential to know your measure to enjoy responsibly. Each standard glass contains approximately 10 grams of pure alcohol, which may vary depending on the alcohol content of each wine. 

By knowing how many standard drinks you have consumed, you can measure the amount of pure alcohol that has entered your body and estimate how long it will take to eliminate it. A healthy liver can metabolize about one Standard Cup every hour (men) or an hour and a half (women).

Wine in moderation proposes as recommended consumption measures:

  • Up to 2 units of alcohol per day for a woman (the equivalent of up to 200 ml of wine with 12.5 vol%). 
  • Up to 3 units of alcohol per day for a man (the equivalent of up to 300 ml of wine with 12.5 vol%). 
  • No more than 4 units of alcohol during the same occasion. 
  • 0 units of alcohol per day for pregnant women, minors, people who are going to drive a vehicle and people with health problems associated with alcohol consumption. 

When it comes to drinking alcohol, not all of us are the same. Several factors influence its absorption in our body, such as size, age, physical condition, and diet. For example, people with smaller body mass will have more alcohol in their blood than others who have drunk the same amount because the alcohol will be more concentrated in their bodies.

General recommendations


Alcohol dehydrates your body, so it increases thirst. Thus, it is recommended to alternate your intake with water. Otherwise, you will likely drink more alcohol faster to quench your thirst. Alternating with water during drinking also helps to slow down the frequency and keep you hydrated.

Moderation of the amount and speed of consumption

Wine can be part of a healthy lifestyle if consumed in moderation. Remember that alcohol gets into your system faster as the amount ingested increases. 


Food causes alcohol to be processed more slowly. Alcohol moves through your body faster if you have an empty stomach. Also, if you are hungry, you are more likely to drink quickly to satisfy yourself.

We invite you to visit this link for more information about responsible consumption.