»Digivino« v »digialko« svetu: Zakaj programi za preprečevanje čezmernega pitja alkohola klecnejo pred starim vinom v novi steklenici

Abstract

The term “digiwine” is a neologism and refers to the production and/or marketing of wine through the use of new technologies and robotics (e.g. vineyard information systems, sensor units, weather stations, drones, digital maps, mobile robots for weeding a vineyard and for harvesting grapes; the internet, social media, blogs, video films, digital labels, wine applications for smartphones). In the Slovene language, the term is still completely unknown, but in English and French (e.g. Digiwine, DigiVino) the alcohol industry is using it to develop digital strategies and online tools for more efficient wine sales. The paper analyses the use of digital technologies and robotics in the production of grapes (E-Vineyard) on the one hand, and digital alcohol marketing and the reasons for it on the other. Malignant forms of alcohol marketing to minors are precisely described through exact case descriptions from the global and Slovene milieu, calculating ways in which the alcohol industry avoids the legislation, inefficiency of self-regulation, and negative consequences that appear to normalize the spread of "wet culture" that can no longer be prevented by public health care programs.