W I N E I N M O D E R A T I O N

Wine in Moderation - Art de Vivre (WIM) Aisbl

Avenue des Arts, 43B-1040 Bruxelles (Belgique/Belgium)

www.wineinmoderation.euwww.wineinformationcouncil.eu

[email protected]

T. +32 (0)2 230 99 70F. +32 (0)2 513 02 18

The social

responsibility

movement of the

Wine sector

W I N E I N M O D E R A T I O N

The social

responsibility

movement of the

Wine sector

W I N E I N M O D E R A T I O N

enforcement and monitoring of existing legislation andensures that new legislation is science-based.

The new implementation report demonstrates that theWIM programme is being actively applied in the leadingcountries and by the Ambassador companies. In thespirit of WIM, the execution depends on the culture andcapability of each country. From the high profile “QuienSabe Beber, Sabe Vivir” programme in Spain, to thetargeted programmes in Germany, Portugal and Italy,and the parallel project in France, the spirit and messageof WIM are actively promoted to achieve the programmeobjectives.

In summary, this commitment made by the wine filièreto implement WIM remains very much alive and active,with a renewed commitment made to the EU Alcohol &Health Forum, and interest expressed by countries inEurope and other parts of the world. We firmly believethat WIM will continue to expand throughout the world,bringing the message of moderation and responsibilityto consumers and changing the way that peopleapproach alcohol.

George T. D. SandemanPresident

Wine in Moderation - Art de Vivre Aisbl

WINE IN MODERATION

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FOREWORD ............................................................................................................................................................................... 3

1. ABOUT ........................................................................................................................................................................................ 4

1.1. WIM PROGRAMME...........................................................................................................................................................4

1.2. WIM AISBL...........................................................................................................................................................................4

1.3. REPORT 2011-2012...........................................................................................................................................................4

2. ALCOHOL AND HEALTH POLICY & STRATEGY ............................................................................................................ 6

2.1. THE EU STRATEGY ON ALCOHOL-RELATED HARM .............................................................................................6

2.2. THE EU ALCOHOL AND HEALTH FORUM.................................................................................................................6

2.3. EVALUATION OF THE EU STRATEGY AND THE EAHF ..........................................................................................6

2.4. A COMMITMENT OF THE WINE SECTOR .................................................................................................................7

2.5. MONITORING THE ACTIONS OF THE FORUM ........................................................................................................7

3. WINE: A CULTURE OF MODERATION .............................................................................................................................. 9

4. WINE IN MODERATION COMMITMENT ......................................................................................................................... 10

4.1. WIM 1ST COMMITMENT PERIOD 2008 – 2010.......................................................................................................13

4.2. POINT OF NO RETURN.................................................................................................................................................16

4.3. WIM RENEWED COMMITMENT 2011 - 2013...........................................................................................................17

4.4. OPTIMISING TOOLS & STRUCTURES | WIM AISBL.............................................................................................17

5. WIM ACHIEVEMENTS 2011/2012..................................................................................................................................... 20

5.1. WIM AISBL ........................................................................................................................................................................26

5.2. FRANCE – VIN ET SOCIÉTÉ .......................................................................................................................................30

5.3. GERMANY - DEUTSCHE WEINAKADEMIE (DWA).................................................................................................32

5.4. ITALY - UIV & FEDERVINI ...............................................................................................................................................34

5.5. PORTUGAL - AEVP & ACIBEV.....................................................................................................................................36

5.6. SPAIN - FIVIN & FEV........................................................................................................................................................38

5.7. ACTIVITIES IN OTHER COUNTRIES ..........................................................................................................................40

5.8. WIM AMBASSADOR: MOËT HENNESSY.................................................................................................................48

5.9. WIM AMBASSADOR: SOGRAPE VINHOS SA.........................................................................................................50

5.10. WIM AMBASSADOR: PERNOD RICARD WINE AFFILIATES ...............................................................................52

6. SUCCESS STORIES............................................................................................................................................................... 54

6.1. SPREADING THE WIM COMMON MESSAGE ........................................................................................................54

6.2. ART DE VIVRE TRAINING.............................................................................................................................................60

6.3. SELF REGULATION........................................................................................................................................................64

6.4. WINE INFORMATION COUNCIL .................................................................................................................................66

6.5. BUILDING PARTNERSHIPS..........................................................................................................................................69

7. END NOTE - FUTURE PERSPECTIVES ............................................................................................................................72

ANNUAL REPORT 2011/2012

INDEX FOREWORD

The creation of Wine in Moderation–Art de Vivre(WIM) Aisbl, a non-profit association, in November2011, took the commitment of the European wine

sector to fight alcohol-related harm into a second phase.

Despite the particularly difficult economic conditions, thewine filière remains committed to build on the recognizedsuccess of Wine in Moderation through its nationalconstituents and meet the challenge of safeguarding thecentral place of wine in the gastronomic and culturalheritage of Europe. While the achievements to date havebeen important, they are just the first steps.

The goal of Wine in Moderation is to defend the cultureof wine, its people, its territory, and its moderateconsumption, in a socioeconomic environment whichpermits the sustainable development of responsiblebusinesses as well as provoke cultural change in theapproach to consuming alcohol. These principles,applied through the pillars of education, self-regulationand science-based information, have attracted newcountries to join the WIM programme. Recent additionsto WIM are Austria and Argentina and we look forwardto welcoming additional countries during 2013.

In this second phase of WIM, the objectives are clearlyto reach wine drinkers and consumers in general withthe WIM Message of moderation and responsibility inthe way they enjoy wine and approach alcohol in theirday-to-day lives. The WIM programme aims to educateconsumers, but it also encourages self-regulation in themarketing and sales of wine, as well provokes the

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June 2013

ABOUT

1.1 WIM Programme

The Wine in Moderation – Art de Vivre (WIM)programme officially launched in 2008 as the winesector’s contribution to the European Commission’s EUAlcohol and Health Forum (EAHF), within the frameworkof the EU strategy to support Member States in reducingalcohol-related harm.

Building on the values of the “wine culture” and foundedon information backed by science, broad education andself-regulation, WIM is the tangible and measurablecommitment of the wine business community topromote responsibility and moderation.

WIM is a single common programme, which is centrallycoordinated, but designed to be easily adapted into localneeds & demands, respecting cultural diversity andregional identities.

1.2 WIM AISBL

The “Wine in Moderation – Art de Vivre (WIM) Aisbl” isthe non-profit organisation founded in 2011 by theEuropean wine sector to coordinate the European andinternational implementation and development of theWIM Programme.

Today, WIM Aisbl is rapidly growing out of beyond EUgeographical borders and the framework of the EuropeanInstitutes setting establishing the WIM programme as thecommon global wine sector commitment, with the aim ofsecuring responsible & moderate wine consumptionpatterns as a social and cultural norm by spreading theWine in Moderation – Art de Vivremessage.

Members of WIM Aisbl include national associations,institutes and leading wine companies that are highlyrespected for their excellence and their socialresponsibility.

While the WIM Aisbl acts as the overall coordinator,providing guidance and expanding the WIM programmein new countries, the national members are thoseimplementing and reporting activities in their respectivecountries. The WIM Ambassadors, leading winecompanies and members of WIM, set the example andsupport action at national and international level.

1.3 Report 2011-2012

The WIM Implementation Report 2011-2012 presents acomprehensive and reader-friendly report of the greatachievements made by the WIM programme at nationaland international level during the period 2011-2012 andlays out the steps moving forward.

The Report is based on the key performance indicators(KPI’s) of the WIM commitment as reported in thesubmitted and evaluated intermediate commitmentmonitoring reports to the EAHF. Restrictions andlimitations do apply in such a wide reporting exercise.

The WIM Programme is founded on the values ofaccountability and transparency. Previous periodimplementation reports can be found on the WIM’s andthe EAHF’s websites.

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WINE IN MODERATIONANNUAL REPORT 2011/2012

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1

http://ec.europa.eu/eahf/printableReportForm.html?show=1&submissionNumber=1318952942980-1448

http://www.wineinmoderation.eu/en/wine-in-moderation-implementation-reports

http://ec.europa.eu/eahf/searchForm.html

European Alcohol and Health Forum

Plenary

Open Forum

Taskforces

Science Group

Health in other policies

Committee on Data CollectionIndicators/Definitions

Member States

Committee on National AlcoholPolicy and Action(CNAPA)

addressed in the framework of a EU policy and actionplan on chronic or non communicable diseases that theEuropean Union is expected to formulate as from 2013.

2.4 A Commitment of the Wine Sector

By joining the Forum, each member agrees toimplement concrete commitments to contribute to theoverall aim of the Strategy. Entities are required toregularly monitor, evaluate and report performance andachievements. The design, development, dissemination

and implementation of the WIM Programme byCEEV/COPA-COGECA/CEVI are the wine sector’scommitment to the forum.

2.5 Monitoring the Actions of the Forum

Monitoring the voluntary commitments is at the heart ofthe Forum’s philosophy. Defining objectives, reviewingprogress along the way and evaluating the effectivenessof actions are essential to build trust among stakeholdersand to encourage meaningful and accountable actions.

ALCOHOL AND HEALTHPOLICY & STRATEGY

WINE IN MODERATION

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22.1 The EU Strategy on

Alcohol-Related Harm

In the framework of the EU Public Health policy and forthe first time ever, the European Commission adopted inOctober 2006 a specific EU Strategy to Support MemberStates in reducing alcohol-related harm.

This Strategy aims to map good practices and areas ofsocio-economic importance and Community relevancewhere further progress could be made, and explainshow the Commission can further support andcomplement national public health policies implementedby Member States in cooperation with stakeholders,taking into account that drinking patterns and culturesvary across the EU.

EU Alcohol & Health Strategy5 Priority Themes:

• Protect young people, children and the unbornchild;

• Reduce injuries and death from alcohol-related roadaccidents;

• Prevent alcohol-related harm among adults andreduce the negative impact on the workplace;

• Inform, educate and raise awareness on the impactof harmful and hazardous alcohol consumption,and on appropriate consumption patterns;

• Develop and maintain a common evidence base atEU level.

New structure in place since the adoptionof the EU Alcohol Strategy (2006)

2.2 The EU Alcohol and Health Forum

As one cornerstone for the implementation of this Strategy,in 2007 a European Alcohol and Health Forum (EAHFChart) was created at EU level to provide a commonplatform for all interested stakeholders that pledge to stepup actions relevant to reducing alcohol-related harm,notably in the following areas:• strategies aimed at curbing under-age drinking; • information and education programmes on the effect

of harmful drinking and on responsible patterns ofconsumption;

• possible development of efficient common approachesthroughout the Community to provide adequateconsumer information;

• actions to better enforce age limits for selling andserving alcohol;

• interventions promoting effective behavioral changeamong children and adolescents;

• cooperation to promote responsibility and preventirresponsible commercial communication and sales.

2.3 Evaluation of the EU Strategy and the EAHF

An independent evaluation of the EU Strategy and itstools, including the EAHF was launched in 2012, with anoutcome globally considered positive. Indeed, the EAHFhas provided a EU-wide approach to address commonissues, of a shared evidence base, to mobilisation andaction by stakeholders across common objectives, andsupport of the Member States actions. The independentevaluators have made a number of suggestions toimprove the effectiveness of the programme, namely:expand EAHF membership; focus EAHF actions on thepriorities of the EU alcohol Strategy; and supportmembers in strengthening their commitments to action(promote good practices for design, monitoring andevaluation of the commitments).

The current EU Strategy is expected to continue with thesame priorities for the time being, areas for action andtools, including the EAHF. While in December2012 EPSCO Council adopted Conclusions on HealthyAgeing welcoming i.e. “the EU strategies on healthdeterminants and common risk factors including a newEU strategy to support Member States to reduce alcohol-related harm”, the harmful use of alcohol might be

http://ec.europa.eu/health/index_en.htm

http://eur-lex.europa.eu/LexUriServ/site/en/com/2006/com2006_0625en01.pdf

http://ec.europa.eu/health/ph_determinants/life_style/alcohol/documents/Alcohol_charter2007.pdf

http://ec.europa.eu/health/alcohol/docs/ev_20121122_co01_en.pdf

http://register.consilium.europa.eu/pdf/en/12/st16/st16665.en12.pdf


8

Wine has evolved as part of life, culture and dietsince time immemorial. As an enduringcultural symbol of fine-life, the role of wine has

evolved over time, changing from an important sourceof nutrition to a cultural complement to food andconviviality compatible with a healthy lifestyle.

Nevertheless, in this long historical path, one thingremains unchanged and has never been neglected; theassociation of wine with gastronomy, history, tradition,origin, local quality products and dignified social settings.

Cultural appreciation of wine reflects the diversity of thewine regions, the savoir-vivre and culinary habits. Qualityproducts incite moderate consumption patterns, as it isonly by savouring wine moderately and slowly that itsunique complex flavours and character can be fullyappreciated and enjoyed.

The wine sector and its economic operators, bring aninvaluable economic, social, agricultural and environmentalcontribution. Wine regions across the world produce anendless variety of superb products. While wine remains anatural product, technological innovations have providedbetter hygiene and control of the production process,contributing to the production of wines suited tocontemporary consumers’ palate. Today, with the overallconsumption of wine declining, consumers increasinglychoose higher quality wines to be enjoyed in moderationas part of a modern, sustainable and healthy lifestyle.

However, in contrast to the inherent culture of wine,many countries are experiencing concerning trends inalcohol misuse, especially related to so-called bingedrinking and amongst a particular socio-economic andage group, with major health, judicial, economic andsocial implications.

Despite the differences in consumption witnessedworldwide, studies show moderate consumptionremains the general norm; only a minority of peoplemisuse the high-quality beverage that is wine.

Recognising the health dangers and the negative socialand economic consequences that can be caused by themisuse of alcoholic beverages and the fact thatresponsible consumption patterns of wine are perfectlycompatible with a healthy lifestyle, today’s culture of wine

must include a common stakeholder commitment toensuring that responsible and moderate drinkingremains the social norm.

“Responsible and moderate consumption of wine mustbe promoted: wine is only appreciated to its fullest inmoderation.”

WINE: A CULTURE OFMODERATION 3

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Wine, only appreciatedin moderation

“ART DE VIVRE” INFORMATION–EDUCATION PROGRAMES

Encourage cultural changeInform on risk of abuse and misure

Wine in moderation as part of healthy lifestyle

WINE COMMUNICATIONSSTANDARDS

WINE INMODERATION

MESSAGE

Self regulationInducing moderation and responsibility

WINE INFORMATIONCOUNCIL

Share “best practices”Scientific information & research

WINE IN MODERATION

Wine is an agricultural product and viti-viniculture is a central part of the life ofnumerous societies in Europe. Vine and wine

growers, wine cooperatives, small wineries and biggerwine companies are actively participating in localsocieties, contributing to their economies, culture andenvironment, supporting a sustainable development.Sustainability and promoting sustainable living is thusintegral to the wine sector and its everyday practice.

Due to the agricultural nature of the sector, the largesegmentation, the variety of structures and actors, the

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WINE IN MODERATIONCOMMITMENT4

wine sector witnessed a lack of coordination and hardlyany reporting of this wide range of actions that largelysupported sustainability.

With the opportunity of the EU Public Health policy, theadoption of the European Commission’s EU Strategyto Support Member States in reducing alcohol-relatedharm in 2006 and with the firm intention to promoteresponsible and moderate wine drinking as a socialand cultural norm, the whole European wine sector(CEEV, COPA-COGECA, CEVI) united, and launchedin 2008 a comprehensive pan-European programmecalled “ Wine in Moderation - Art de Vivre” (WIM) in thecontext of the European Alcohol and Health Forum.

The WIM commitment - programme was launched withthe aim to support initiatives that seek to reduce harmfulalcohol-related behaviours in Europe, while preservingthe cultural, environmental and economic place of winein European society, on the ground that:

• Most consumers enjoy wine in moderation, but aminority of consumers misuse alcoholic beverages:all representatives of the wine sector – in every region,and at every step of the value chain – have a role toplay in finding the best ways to communicate aboutthe value of moderation.

• There isn’t a single European way to consume wine:drinking patterns depend greatly upon localtraditions, education, gender, age group and socio-economic factors: efforts to promote moderationshould be tailored to the needs of each population.

• Many actors in the wine sector across Europe havebeen promoting moderation successfully: everysuccessful effort, however local, should be used toinform ‘best practices’ and should be adapted andemulated wherever possible.

• Efforts to promote moderation should be based onsound research on social and cultural aspects:existing and future research should be collated andanalysed at EU level to develop science-basedevidence of what works.

The WIM programme has therefore been designed toachieve the following objectives:

2

4

1

3

Disseminating a common message about moderationthroughout the entire wine sector, using targetedcommunication materials, including brochures andpresentations.

Educating key players and consumers about res -ponsible consumption, through targeted educationprogrammes, to encourage cultural change and tomake moderation fashionable.

REACHING OUT TO THE ENTIRESECTOR WITH A COMMONMODERATION MESSAGE

INFORMING AND EDUCATINGWINE CONSUMERS TO HELPTHEM MAKE RESPONSIBLE

DECISIONS ABOUT DRINKING

Promoting responsible commercial communications,through the adoption of a common code of conductfor commercial communication, building on nationalself-regulatory codes.

Sharing best practice across the EU, by making allrelevant scientific information available, and bystimulating identification of priority areas for additionalindependent research on health, social and culturalaspects of wine drinking in Europe.

INTEGRATING MODERATION ANDRESPONSIBILITY IN COMMERCIALCOMMUNICATIONS OF WINE ANDWINE PRODUCTS

DEVELOPING AND EXCHANGING BEST PRACTICES

TO PROMOTE MODERATION

THE WIM PROGRAMME OBJECTIVES

As the needs are different from one Member State to theother, the programme has been designed to adjust tolocal and cultural needs. The range of priorities,intensiveness of resources and modalities of the

implementation of the various activities can vary fromone Member State to another, depending on the localcontexts, structures and resources.

PROGRAMME ARCHITECTURE

http://ec.europa.eu/health/index_en.htm

http://eur-lex.europa.eu/LexUriServ/site/en/com/2006/com2006_0625en01.pdf

Accompany wine with good food. Enjoy wine that complements your meals - alongside a glass of water

Drink slowlyTake the time to

savour the wine’s distinctive taste

Understand the wine you drink Knowing where its unique character comes from makes drinking all the more pleasurable

Do not exceed the guidelines for moderate, low-risk consumption of alcoholic beverages

Regular consumption of small amounts of wine is

preferable to binge drinking large amounts on a single occasion

Key points to savourEnjoy wine to its fullest

Based on available scientific evidence and different references provided by various public health authorities, it is accepted that low-risk moderate consumption ranges between the amounts set out in the guidelines below:

Guidelines for low-risk moderate consumption

Alcohol consumption: terms of measurement

2 Up to 2 drink units a day for women

Up to 3 drink units a day for men3

No more than 4 drink units on any one occasion

Alcohol should be avoided in certain situations such as when pregnant, when taking certain medication or when operating machinery

4

* This term indicates the average content of pure alcohol expressed in the most common units of consumption, although serving volumes and consumption guidelines vary across countries.

1 drink unit* representing 10g of pure alcohol equates to:

10cl of wineat 12% vol

10cl of sparklingwine at 12% vol

6cl of liqueurwine at 20% vol

7cl of aromatised wine at 15% vol

Wine drinking requires maturity: under legal age people should not drink.

Avoid drinking if you drive and - in any case - never exceed the Blood Alcohol Concentration (BAC) limits legally established for drivers.

Pregnant women should avoid consumption of alcoholic beverages.

Always consult your physician in case of doubt!

WINE IN MODERATION

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13The first commitment period (2008-2010) of the WIMProgramme can been divided into 2 main phases:

I. (March 2008–April 2009) Planning of the programme at European andnational levels and developing and adjustingthe necessary tools and approaches.

II. (April 2009–December 2010)Deployment of the planned activities vis-à-visactors in the wine value chain and broaderaudiences.

The achievement per objective can be summarised asfollows:

Objective 1 Reaching out to the entire sector with a commonmoderation message

The first objective of the WIM programme was to bringtogether the entire wine sector around a single commonmessage that speaks to all European wine consumers,irrespective of origins, generations and genders andregardless of where and when they consume wine. Thismessage had to be designed in such a way that it wouldspeak to all consumers in a simple, yet powerful manner,and be supported by the entire wine sector.

The WIM programme has been able to mobilise a criticalmass of the leading organisations at EU, national andlocal level, in spite of the fragmented EU Wine sector, andto engage them in the effective design of a joint message.The Common WIM message has been created andtranslated into 7 languages, adjusted where necessary tolocal audiences culture and needs and supported by anumber of communication material and tools (websites,spots, logos, slogan, posters, leaflets, banners, etc.) toprovoke the spread of the moderation message.Guidance and training was provided to ensure thatnational members and other actors circulated themessage in the spirit of which it was intended.

By the end of 2009 the dissemination of the commonmoderation message reached all the key associations ofthe sector, professionals and their constituencies in eachparticipating country, through the website, othercommunication tools, and a myriad of presentations,meetings and events led by the co-owners, the associatedpartners and the key contact point organisations inMember States.

During 2010, the dissemination of the “WIM” messagewas significantly boosted; in particular at national level,reaching broader audiences among the wine value chainprofessions but also among wine consumers and thegeneral public, through specific media or genericcampaigns linked to the Wine in Moderation message(i.e.: TV or cinema spots in Italy, Portugal and Greece)or the insertion of the WIM logo and tagline in winecompanies’ commercial communications.

KEY MESSAGEGUIDE TO A MODERATE CONSUMPTION OF WINE

WIM 1ST COMMITMENT PERIOD 2008/2010BRINGING THE EU WINE SECTOR UNDER A COMMON COMMITMENT

4.1

INFORMATION& EDUCATION

02

BESTPRACTICES

04WIM COMMON

MESSAGE

01

SELF-REGULATION

03

WINE IN MODERATION

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OUR ACHIEVEMENTS AFTER THE 1ST COMMITMENTPERIOD 2008-2010

One single and common message was designed by these organisations to be disseminatedacross Europe, adjusted where necessary to localaudiences and local needs.

100% of the relevant European organisations,along with their membership, committed to workingtogether to establish the first pan-European,comprehensive programme to promote moderation,namely CEEV, CEVI and COPA-COGECA.

9 countries are participating in the Wine inModeration – Art de Vivre Programme.

576,100 leaflets, 49,700 posters and

40,900 brochures were printed, in addition tobanners, t-shirts, websites, logos, spots and othercommunication tools to spread the moderationmessage.

519 presentations of the WIM programme weremade, reaching out directly to over 15,000professionals, students and over 400,000 broaderaudience across participating countries.

Over 250,000 visitors and a total of550,492 pages were viewed on the Wine inModeration website.

30 million people reached by Wine inModeration – Art de Vivre related media campaigns.

3 codes of commercialcommunication were developed andtransposed in 3 countries so far.

100% of the CEEV and CEVIcommunication material included theWIM logo and tagline.

Over 20 million peopleexposed to the logo and the messagein commercial communications bywine companies.

All the relevant SocialAspects Organisation acrossEurope have gathered under

one umbrella platform forexchange and discussion,

the Wine InformationCouncil.

One single onlinedatabase, 860 scientific

articles, 17 monthlynewsletter distributed

to over 16,000audiences.

87 presentations weregiven of the Art de Vivreprogramme, atraining/educationprogramme forprofessionals/futureprofessionals teachingabout moderation andresponsibledrinking/responsible servingreached out over 24,000 people.

Objective 3Integrating moderation and responsibility incommercial communications of wine and wineproducts

Advertising and commercial communication can be animportant tool for producers and companies along thevalue chain to inform consumers, help improve marketshare, secure customer loyalty and provide the publicwith product information. At the same time, operatorsmust ensure that all commercial commu nications arecarried out responsibly.

The Wine Communication Standards (WCS) werecreated to promote best practices across the EU whilsttaking into account the specific characteristics of thewine sector.

The WCS aim to build on existing self-regulationstructures and expand self-regulation commitmentswhere they did not exist, along the lines of the “bestpractices” elements identified during the Round Tableon Advertising Self-Regulation.

In 2008 the efforts primarily focused on training wineprofessionals on the goals, requirements and implicationsof the WCS, and guiding the national federations and theirmember companies on appropriate practical steps tofacilitate the implementation at local level. Guidelines onhow to use the message of moderation and responsibilityin the consumption of wine were established and madeavailable to all on the WIM website.

In 2009 the WCS implementation was launched in anumber of countries with the Spanish Wine Federationas the pioneer.

Objective 4Developing and exchanging best practices topromote moderation

In response to the need for broader dissemination ofresearch on the health, social and cultural aspects ofdrinking in Europe, the Wine Information Council (WIC)was established.

A central WIC online database tool, public and free, waslaunched in April 2009. Developed and updated underthe supervision of a scientific advisory body board, itgathers relevant studies on the health, social and culturalaspects of wine consumption. All this literature is availableand understandable to all and circulated in anunderstandable monthly newsletter.

The WIC website facilitates the sharing of experiencesin promoting moderation and responsibility in wineconsumption across the EU, as well as improvingcooperation between existing national Wine, Health andSocial Aspects Organisations.

Objective 2Informing and educating wine consumers tohelp them make responsible decisions aboutdrinking

The second objective of the WIM programme was toinform and educate the wine sector and its consumersto encourage cultural change and make moderationfashionable. It responds to one of the priorities of the EUStrategy on alcohol-related harm, which is to inform,educate and raise awareness on harmful consumptionso as to develop knowledge in society about appropriateconsumption patterns.

Education and information are central to the promotionof the moderation message, involving:• Active education of industry and consumers to

encourage cultural change in the approach toconsuming alcoholic beverages, making moderationfashionable;

• Educating consumers who appreciate wine to do somoderately & responsibly, as part of a healthy lifestyle;

• Familiarising consumers with the risks of abuse andmisuse and the benefits of moderate consumption ofwine to allow them to make informed and responsibledecisions.

During the first phase of the implementation, innovativetraining tools & approaches were developed translatedinto different languages.

The implementation of the "Art de Vivre" education hastargeted as a priority the training of professionals andpartners in the wine value chain as they are at the origin ofthe product at the top of the value chain, as well as the firstambassadors, multipliers of the WIM message vis-à-vis thepublic.

A number of valuable training initiatives, targeting eitherwine companies staff or to professional schools werelaunched in 2009, in particular Germany, Italy, Portugal,and Spain.

WINE IN MODERATION

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In October 2011, following a broad consultation withEU authorities and WIM stakeholders at national andinternational level, the wine sector successfully

renewed the WIM commitment to the EAHF for 3 moreyears (2011-2013), with updated priority focus, objectives& KPIs addressing the growing expectations that theprogramme's success has created.

Recognising the role of the wine sector as part of theEuropean Cultural Heritage and the success of theprogramme and its contribution to the objectives of theEuropean Alcohol & Health Strategy, the EC'srecommendation was to further develop the WIMprogramme in more countries, to reinforce consumerinformation activities and go beyond reinforcing thepresence of the WIM logo in society via bottles,restaurants, retail, media, where problems may be foundand where its existence makes a difference.

Therefore retaining the same successful structure ofthe programme, the focus of the renewed commitmentwas aimed at consumers with the use of consumerinformation campaigns, an increase in the accessibilityto comprehensive and science-based information,building partnerships with relevant stakeholders,engagement of opinion leaders, and professionaleducation.

In addition high importance was given to the evaluationof the impact and the outcomes of the renewedprogramme activities. To successfully meet thechallenges of the renewed commitment and itsambitious objectives, the sector decided to optimiseWIM's tools and structures and largely invest intoimpactful actions and evaluation surveys.


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When the “Wine in Moderation, Art de Vivre”programme was launched in 2008, it was abig step forward for the wine sector. For the

first time, all relevant actors within the European wineindustry had come together to develop a holistic andcomprehensive programme to promote responsibilityand moderation in wine consumption.

In 2010 and while the WIM programme was runningtowards the end of its the initial commitment period tothe EAHF, it was clear to all stakeholders that WIM hadreached a point of no return in terms of strategiccommitment and actions of social responsibility, and thewine sector came to the clear conclusion that the WIMcommitment and programme should be pursued andperpetuated.

Despite the particularly difficult economic conditions, theEuropean wine sector unanimously decided to renew itscommitment to the European Alcohol and Health Forumwith even more ambitious targets. It was decided tofurther enhance the programme implementation andscale up actions to:

• Ensure the sustainable continuity and effectiveimplementation of the WIM commitment by the winefilière vis-à-vis the relevant EU and internationalauthorities;

• Increase the awareness of the WIM message and thesupport of the WIM programme across the wholeWine filière in the EU and in third countries;

• Reach consumers and opinion leaders and increasetheir knowledge, image, response & significance ofWine in Moderation – Art de Vivre message;

• Increase the implementation of Self-regulation incommercial communications within the winefilière/value chain;

• Strengthen the Wine Information Council andincrease the dissemination of objective and science-based information about Wine & Health and SocialAspects;

• Extend the scope in the EU and other countriesalready implementing the WIM programme.

WIM RENEWED COMMITMENT2011/2013BUILDING ON THE SUCCESS: THE WAY FORWARD

The WIM Aisbl is the non-profit organisation foundedby the European wine sector to coordinate theEuropean and International implementation of the

Wine in Moderation – Art de Vivre Programme.

WIM Aisbl's vision is to secure responsible and moderatewine consumption patterns as social and cultural normsby spreading the WIM message in Europe and beyond.

The Code of Ethics and the Way of Working for WIM Aisblis based on the following Values.

Responsibility & Moderation As communicators of the Values of Responsibility &Moderation WIM Aisbl is committed to embrace them inits business practices towards the environment, societyand stakeholders.

Diversity & CollaborationWIM Aisbl respects & celebrates diversity and buildspartnerships to better understand and act as closely aspossible.

Credibility & Excellence WIM Aisbl is persistent in providing high quality servicesbased on sound scientific evidences and knowledge,therefore, seeks continuous learning and improvement.

Transparency & Accountability WIM Aisbl is friendly & open to share ideas and evaluates& reports our actions.

During the renewal period of the WIM commitment 2011-2013, the WIM Aisbl was appointed with 3 main missions:

1. WIM Deliver Deliver the implementation of the WIM Commitmentto the EAHF and the EU Authorities while improvingthe impact of WIM by developing tools & optimisingstructures.

2. WIM2C: Bring the WIM message closer to theconsumer Wine "Culture" Campaign Bring the WIM message closer to the consumer, byusing a positive message to reinforce the link of Art deVivre with responsible and moderate drinking patterns,by explaining to the consumer that wine, a keyingredient of European cultural and gastronomicheritages can be part of a healthy modern lifestyle onlywhen enjoyed in moderation.

3. Consumer InformationEvaluate the WIM logo Labeling in Wine Productsimpact in bringing the WIM message closer to theconsumer.

4. WIM AWARE Enhancing awareness and knowledge of WIM amonginternational Stakeholders (through various events,building of partnerships, etc.), creating an international,vibrant network to support art de vivre and promoteresponsibility and wellbeing.

FUNDING - CONTRIBUTIONS The necessary resources for the functioning of theAssociation are ensured mainly through subscriptions fromits members. Other sources of revenues are EU funding,service fees and sponsorships.

OPTIMISING TOOLS & STRUCTURES WIM AISBL

4.4POINT OF NO RETURNTIME FOR THE NEXT STEP FORWARD

4.2

4.3

EFFECTIVE MEMBERS OBSERVER MEMBERSWIM AISBL

ASSOCIATED PARTNERS

Observer Members (Wine Value Chainactors from EU or Third Countries)

• Any other company, institution, professional association,professional group, socio-economic, industry or pro-fessional body in the wine value chain can apply to bean observer member.

ASSOCIATED PARTNERS In addition to the WIM Members, WIM has a number ofAssociated Partners that support the development of theWIM programme and the dissemination of the messageacross different wider wine value chain and at internationallevel. The partnership is established with a Memorandumof Understanding that sets the values and principles andthe framework of action.

The associated partners are the following:

HOTREC Hospitality Europe HOTREC is the umbrella association of national tradeassociations representing the hotel, restaurant and caféindustry at European level. HOTREC brings together 43National Associations representing the interest of theindustry in 26 different European countries. HOTREC is amember of the European Alcohol and Health Forum(EAHF).

FEVE - Friends of Glass European Container Glass Federation (FEVE) is theassociation of European manufacturers of glass containersand machine-made glass tableware. The associationcurrently have 59 glass manufacturing, packaging andtableware members who operate in 23 countries acrossEurope. Friends of Glass, launched in 2009 by theEuropean Container Glass Federation, is a community ofmore than 20,000 consumers that prefer glass packagingfor their food and drinks.

EURO-TOQUES Euro-Toques International (ETI), the European organisationof chefs, gathers 2000 cooks and chefs from Europe andfrom the rest of the World. Its International Officecoordinates a network of 17 national offices. All membersof Euro-Toques adhere to a code of honor that commits topromote quality and culinary traditions of each country andparts of Europe.

European Advertising Standards Alliance (EASA) The European Advertising Standards Alliance (EASA)brings together national advertising self-regulatoryorganisations (SROs) and organisations representing theadvertising industry in Europe and beyond. EASA is thesingle authoritative voice on advertising self-regulationissues and promotes high ethical standards in commercialcommunications by means of effective self-regulation,while being mindful of national differences of culture, legaland commercial practice. EASA is a member of theEuropean Alcohol and Health Forum (EAHF).

WINE IN MODERATION

19


18

Euro- Toques

Confederazione Italiana della Vite e del VinoU N I O N E I T A L I A N A V I N I

MEMBERSHIP While every actor of the wine value chain can apply for anObserver’s membership, only EU National Associations orWine Companies with their main activity in Europe canapply for Effective membership.

Nonetheless, all applications are carefully assessed inorder to meet a number of selection criteria to successfullyjoin WIM and become a WIM Aisbl Member.

• Their excellence and their commitment to promotesocial responsibility.

• Their ability and commitment to raise awareness onthe effect of harmful drinking and promoteresponsible consumption patterns of wine andhealthy lifestyle in larger consumer groups bydisseminating the WIM Common Message andscience-based information about wine, health andsocial aspects.

• Their ability and commitment to develop and implementnational Art de Vivre educational programmes and tosupport the actions of the WIM organisation.

• Their commitment to sign-up the Wine CommunicationStandard and to integrate the WIM common Messagein the organisation communication material andcampaigns.

• Sharing national best practices through the WineInformation Council, by making all relevant scientificinformation available, and by stimulating identificationof priority areas for additional independent research onhealth, social and cultural aspects of wine drinking.

WIM Aisbl has 2 membership categories.

Effective Members

CEEV is the representative body of the European wineindustry, owner of the WIM commitment and the drivingforce of the Wine in Moderation Programme during thewhole 1st commitment period.

When giving birth to the WIM Aisbl in 2011, it became oneof the main members of the organisation, supporting thedevelopment of the WIM programme together with allother WIM members.

EU National Associations• Representative bodies of economic operators in the

wine sector (production, industry and/or trade) in oneor more Member States of the EU.

• They sign the Wine Communication Standard andare committed to promoting the culture of Art deVivre through the Wine in Moderation CommonMessage and to supporting the actions of the WIMorganisation.

• Are responsible for planning and coordinating nationalWIM activities based upon the WIM Commitment andrespecting the WIM Aisbl Strategic Plan.

Ambassadors• Members of the national associations and/or a

member of CEEV with a core wine production andbusiness activity in EU countries.

• Excellence, notable wine brands and commitment topromote social responsibility.

• They sign the Wine Communication Standard and arecommitted to promote the culture of Art de Vivrethrough the Wine in Moderation Common Messageand support the actions of the WIM organisation.

CEEV

AMBASSADORS

NATIONALASSOCIATIONS

http://www.hotrec.eu/

http://feve.org/

http://www.friendsofglass.com/

http://euro-toques.org/

http://www.easa-alliance.org/

WINE IN MODERATION

21

ganisation had to be carefully planned and structured toallow its proper positioning and its sustainability in a timeof an extraordinary economic crisis. At the end of 2011(24/11/11) the Wine Sector celebrated in Brussels, togetherwith high representatives from the wine sector national &regional constituencies, wine value chain actors and manyother stakeholders across the EU, the launch of the re-newed commitment, the birth of the WIM Aisbl.

Although at central level the wine sector was carefullyoutlining it next steps, at national and local level, WIMmembers not only sustained action but further scaled upthe implementation of WIM commitment, increasingparticipation by the whole wine filière and reaching morecitizens.

In 2012 focus was placed on ensuring the growth of theWIM association and programme, by enhancing activitiesin countries where WIM was already implemented andexpanding implementation in more countries in Europeand beyond.

Actions towards improving WIM's message’s impact onconsumers were taken by launching information andcommunication pilot projects and campaigns, newpartnerships and optimising communication tools.

In parallel, the ever going partnerships and activitiestowards raising knowledge and significance about theWIM programme and the alcohol-related problems overthe myriads professional of the wider wine filière (in directcontact with the consumer) were successfully continuedand increased.

During 2012, the WIM common message wasdisseminated, with hundreds of professionals investingtheir working time and experience, to develop structuredWIM-related activities in at least 17 Countries (AT, AR, BE,CH, CY, DE, ES, FR, GR, HR, HU, IT, PT, RU, SE, TR, UK,US) as well as at European and international forums andmeetings.

The 3 supporting pillars of the WIM programme-Art deVivre, Wine Communication Standards (WCS) & WineInformation Council (WIC) were developed as inde pen -dent, but interlinked, tools that can work at differentspeeds according to the specific national priorities andneeds to serve the objectives of the WIM programme.


20

HumanResourcesInvestment

598,155

2012

Euros

Activitiescost838,558

TOTAL2,978,129

HumanResourcesInvestment

942,115

2011/2012

Euros

Activitiescost1,347,737

TOTAL4,166,210

HumanResourcesInvestment343,960

Costs 2011

Euros

Activitiescost509,179

TOTAL1,188,081

Investment inCommunication tools

133,913Coordination Cost201,029


1,307,709Coordination Cost233,707


1,441,622Coordination Cost359,891

WIM ACHIEVEMENTS2011/20125Building on the Success

When the WIM programme was launched 5 years ago(2008) it was a big step for the wine sector. For the firsttime, all relevant actors within the European wine industryhad come together to develop a holistic, comprehensiveprogramme to promote responsibility and moderation inwine consumption.

While in the first commitment period efforts were placedto raise awareness and knowledge over the wholeeuropean wine sector and unite them under onecommon commitment, this second commitment periodprovides the opportunity to exploit the power of theunited wine sector and drive change in society, securingmoderate consumption as social and cultural norm.

Despite the particularly difficult economic conditions theWIM aisbl has managed to increase its funding, recruit newmembers and establish partnerships of action, expandingthe WIM programme beyond the Institutional level and EUborders.

With the broad consumer campaign and traditionalmethods, with the voluntary WIM logo labelling PilotProject and the partnership with the hospitality sector, WIMhas not only increased the knowledge and skills ofprofessionals, it has also met the challenge of bringing theWIM message to the consumer (in restaurants, bars &homes) and it has helped increase the knowledge overresponsible wine drinking patterns and the effects ofharmful drinking.

A wide consultation took place during the 1st semester of2011, to assess results and needs in the complex globalenvironment and indentify strengths and opportunities aswell as weakness and threats that would lead to asuccessful renewal of the WIM commitment to the EAHF.

In the 2nd semester, efforts were focused on thedevelopment of the proper and necessary structure. Themore ambitious target, the step towards consumers, theneed of evaluation as well as the expansion of WIM in morecountries required a strong coordination and support.

The creation of non-profit international umbrella organisa-tion to coordinate the international implementation of theprogramme answered these needs. Nonetheless, the or-

The WIM organisation acts as the umbrella associationproviding the necessary coordination through training &guidance to properly develop the WIM programme andcirculate the message in the intended spirit.

Number of people involved 2011

2012

Organisation 67

Companies 838

Increase 39,13%

Number of working days2012

Organisation

Companies

TOTAL

1,728

396

2,124

Organisation 42

WINE IN MODERATION

23


22

Objectives

2011

2012

TOTAL

400

–

405

405

Communication ofthe WIM message

Number of entities across Europe participatingactively in the dissemination of the WIMCommon Message

Number of people participating in WIM-reated events/actions important

Objectives

2011

2012

TOTAL

70

100

489

589

Number of events organised and/or taken partin by WIN-related associations

Number of opinion leaders communicating theWIM message

2011

2012

TOTAL

372,885

910,643

1,283,528

Number of communication productsdisseminated

Objectives

2011

2012

TOTAL

450

341

1,516

1,857

Number of referencesof WIM in the media

2011 1,552,143

2012 779,335

TOTAL 2,331,478

Objectives 20

2011 169

2012 655

TOTAL 824

Number of web site unique visitors

Objectives WIM website 600,000

National websites 120,000

TOTAL WIM website 372,590

National websites 1,142,231

Objective 2: Increasing Knowledge

Actions under the educational pillar retained focus onprofessional partners in the wine value chain since theyare upstream from the value chain, as well as the firstambassadors, multipliers of the WIM message vis-à-vis thepublic. Efforts managed to reinforce and expandpartnerships with educational establishments and keyprofessional actors/associations. A number of valuabletraining programs, targeting either wine companies' staffor professional schools successfully continued, while newprograms were launched.

In July 2012 the VET-Art de Vivre Parternship Programme(funded by the EC) was launched, bringing together 9actors from 7 countries. The Partnerships work towardssupporting the development of information and educationprogrammes and developing efficient commonapproaches by: 1. exchanging best practices;2. identifying market-training needs & gaps;3. proposing skills & knowledge that should be included

in key job profiles and training curricula.

All in all, 598 educational programmes were provided bymore than 33 training institutes and companies (e.g. winetourism, tastings, edutainment activities, etc.), helpingincrease the knowledge of professional and wineconsumers.

Objective 1: Spreading the Message

At national level, WIM’s efforts managed to reach broaderaudiences among the wine value chain profession, thewine consumers and the public in general, through:

• specific media companies or generic campaigns linkedto the WIM message;

• insertion of the WIM logo and tagline in winecompanies’ commercial communication;

• communication of the WIM message in high diffusionnews magazine and TV shows;

• commitment of wine opinion leaders, who use theirpower to expand the reach of the WIM message.

In parallel, efforts achieved to expand the geographicalreach of the WIM message and identify and optimiseapproaches and tools, aimed at enhancing itsdissemination and impact .

While sustaining and enhancing successfulcommunication activities of the previous years, 2012 wasthe year that large communication campaigns werelaunched (i.e. "Quien Sabe Beber, Sabe Vivir" Campaign)reaching broader audiences and establishingmoderation as a culture.

In parallel the Pilot Project (PP) of WIM logo/web-addressvoluntary labelling in the WIM ambassador companieswine products, launched in June 2012 by WIM Aisbl (seeevaluation details below) will help to reflect and identify thebest ways to pass on information to the consumer.

The partnership with the Hospitality sector for advancingaction and collaboration at national level, has multipliedactivities and their impact towards education andprevention of irresponsible communication and sales. Twomore national partnerships have been added in theestablished collaboration in Spain.

WIM geographical reach has been expanded with therecruitment of new members & actors in Austria, Croatia,Argentina and with awareness raising actions in the USAand Turkey.

Objectives

2011

2012

TOTAL

80

52

535

587

Number of “Art de Vivre” trainings

Objectives

2011

2012

9

28

37

Education

Number of active “Art de Vivre” educational programme providers

WINE IN MODERATION

25


24 Wine Information Council

Wine Communication Standard(WCS)

Objectives

2011

2012

TOTAL

500

195

95

290

Number of new scientific articles in the WIC database

Objectives

2011

2012

TOTAL

6

15

5

20

Number of WIC related events

2011

2012

TOTAL

164

140

304

New entities joining WCS

2011

2012

TOTAL

1,279

1,659

2,938

WIM-related logo included in webs and corporate communication

Impact Evaluation

WIM Measurable and Tangible Contribution

On the one hand the growth of the WIM programme andits ever expanding actions and on other hand the growingneed of society to see and feel results of action, lead us toincrease accountability action and evaluation of impact.

During this commitment period 3 impact evaluationsurveys were launched.

1. WIM logo/Web-address voluntary labelling PilotProject.

The assessment will be conducted by the 3rd BodyWine Intelligence and will take place from June 2012to March 2014. The survey will take place in 3 countries(Spain, Belgium, Sweden) out of the 27 countries wherethe products with the WIM logo/web-address havebeen placed and will be conducted in 2 waves , withthe participation of 3000 respondents/per wave. It willmeasure overall WIM awareness and consumerknowledge of moderate and responsible drinking. Incomplement to the survey, an on-line poll has also beencreated to indentify and measure WIM website trafficsources, such as the labels.

2. "Quien Sabe Beber, Sabe Vivir" Campaign (Spain)

In the frame of the campaign (2012-2014) an evaluationsurvey with eye-tracking assessment & on-lineinterviews is conducted by the 3rd body Milward-Browto measure the impact of the advertising campaign. 3annual surveys are planned for the period of theprogramme.

In addition, the 2nd evaluation of the Wine in ModerationSeminar (DWA, Germany) was launched. 800 studentsfrom 7 Professionals Schools participate every year, byanswering the same questionnaire 3 times: before, justafter the seminar and 3-4 months later.

The results of all surveys will be presented in thecommitment final report in June 2014.

Reporting

Measuring Key Performance Indicators.

The performance of WIM commitment is based on KeyPerformance Indicators to measure the investment (input)and results (output). In addition to the standard set ofindicators asked by the EAHF, WIM has placed additionalindicators to better measure and present performance.

Following the reporting procedure of previous years, ananalytical questionnaire was sent to all WIM nationalcontact points to report on these KPI's in 2011. In 2012, wehave advanced reporting procedure with the use of an on-line survey tool (survey monkey) which helped increase the

responses (especially from companies) and facilitatedcollection and analysis. One questionnaire was addressedto Associations (WIM Aisbl members, contact points (15responses) and the other one to companies (132responses - including WIM Ambassador Companies)actively participating by developing concrete WIM actions.

The significant increase from 2011 to 2012 is not only dueto the scale up of action from the wine sector and theincrease of the entities participating in the report but alsoto the launch of the wide consumer campaign in Spain.

All data was carefully assessed and interviews wereorganised when doubts arose. Restrictions andlimitations do apply in such a wide reporting exercise ofa fragmented agricultural sector, such as the winesector. All national contact points made considerableefforts to report the results of their activities, eventhough tracking performance in a number of KPIsexceed the scope and the abilities of some members.As a result, the reach and the impact of some WIMrelated activities were sometimes not measured and/norreported. Therefore, even though the performance ofWIM programme surpassed our expectations, it is safeto consider that the actual performance is higher thanreported here.

Objective 4: Wine Information Council (WIC)

A central (WIC) website database tool was launched in2009. Developed and updated under the supervision of ascientific advisory body, it gathers relevant studies on thehealth, social and cultural aspects of wine consumption,making this literature available and understandable to allin particular through monthly newsletters. The WIC websitefacilitates the exchange of sound scientific information, aswell as a better cooperation between existing nationalrelevant organisations.

About 285 new entries were registered in the WICdatabase following the scientific selection criteria, 11newsletters were broadly disseminated and 19 WIC-relatedactivities took place, enhancing scientific dialogue.

On 2012, focus was placed to restructure thecommunication tools (website,newsletter) making themmore relevant to the WIC audience and helping them betterreach WIC objectives, especially in understanding drinkingpatterns and alcohol-related harm.

Objective 3: Self Regulation WineCommunication Standard (WCS)

Promoting responsible commercial communications ispursued through the implementation of the WineCommunication Standards (WCS), which looks at buildingon existing self-regulation schemes and expand the self-regulation commitments where they did not exist, alongthe lines of the best practice elements identified during theRound Table on Advertising Self-Regulation.

Activities focused on further enhancing the implementationof WCS and expanding the active engagement of the wineFilière. More than 304 new entities undersigned the WCSduring 2011-12, and successfully joined the WIMprogramme increasing the overall number of WIM-relatedlogo included in web and corporate communication andsustaining a large exposure of people to the WIM message.

Only by acting locally and understanding local needsand interests can this programme be successfulglobally. Even though WIM Aisbl is an internationalorganisation it is taking action at a local level. Basedin Brussels, WIM has supported with the WIMmessage the 1st Brussels Wine Week organised by theBruxelles Region in collaboration with Vino Magazine,in the framework of a year devoted to gastronomy(Brusselicious), and is developing partnerships withBelgian educational institutes and authorities.

WINE IN MODERATION

27

The WIM Aisbl is the non-profit organisation foundedby the European wine sector to coordinate theEuropean and International implementation of the

Wine in Moderation – Art de Vivre Programme. Today,WIM counts 15 members, among them, nationalassociations, institutes and leading companies.

During the period of 2011-2012, WIM Aisbl successfullymanaged to pursue its mission and meet its objectives.Following the birth of the organisation at the end of 2011,WIM Aisbl took during 2012 its first step on theinternational market and managed to position itself as thereference organisation of the whole wine business in thearea of social responsibility. Today, the quintessence WIMAisbl’s success can be captured, in the significant increaseof its membership and funding, despite the extraordinaryeconomic and financial crisis.

Commitment Delivery

Under its first mission, the delivery of the WIMcommitment to the EAHF, WIM Aisbl has measured andreported annually the performance of the WIMcommitment/programme implementation at local, nationaland international level and successfully submitted 2 annualintermediate reports to the European Alcohol and HealthForum. WIM has also supported the wine sectorcommitment in 4 consecutive presentations of theprogramme and its pillars in both the Plenary and OpenAlcohol & Health Forum meetings.

More than 20 working meetings were organised,providing a platform to exchange best practices andassisting the proper development of the WIM programmeat national and international level.

Bring the message closer to the Consumers

Under its second mission, to bring the WIM messagecloser to the consumer building on the values of WineCulture, the Organisation has launched the Pilot Project ofthe WIM logo voluntary labeling and its impact evaluation.

Simultaneously and looking towards further empowermentand engagement of consumers, WIM has undertaken awide exercise to optimise its communication tools andmake the Wine in Moderation-Art de Vivre campaign morepowerful and more appealing to the general public,promoting moderation as a fashion and responsibility as aculture.

In parallel, WIM is constantly supporting the planning ofWIM campaigns at national level with dedicatedworkshops and by providing guidance and know-howwherever needed.

Raise Awareness - Build Partnerships

The big annual events, 2 so far, organised every Novemberhave managed to bring forward the great achievements ofthe WIM members at national level and provide a base onwhich to reflect for future planning.

With its participation at International and Europeanmeetings, events and conferences, such as the InternationalWine and Vine Congress and the European Wine BloggersConference, to name a few, WIM Aisbl has managed toraise knowledge and significance of the WIM programmeto influential wine professionals and has received valuablefeedback for the further development of the programme.

Answering the call of building partnership with othersectors and especially those close to the consumer, WIMhas established a number of partnerships, the one withHOTREC, the European Hospitality Sector standing out.

Today, WIM Aisbl coordinates a wide network of expertsand proudly counts on their support to spread the WIMmessage and increase the further growth of theprogramme.


26

WIM AISBL5.1

Increase Knowledge

Even though wine consumers are in the focus of thiscommitment period, WIM has never stopped actions toempower professional with the necessary skills andknowledge to effectively prevent alcohol-related harm.

Under the WIM pillar of education, WIM is leading the Artde Vivre Partnership programme on Vocational Educationand Training (VET), funded by the EC with the participationof 9 partners from 7 countries, to identify and understandtraining and market needs and propose commoninnovative training approaches and tools.

Under the pillar of Science and Exchange of bestpractices, WIM Aisbl with the support of the ScientificAdvisory Group has successfully restructured the WineInformation Council website providing an effective anduser friendly web tool to improve dialogue and the accessto science-based information.

Costs 2012

Euros

Othermanagerialexpenses

3,140

Total: 140,537

Activities cost35,000

Communicationtools cost3,850

Staff cost86,705

Travel and meetingexpenses11,842

Costs 2011

Euros

Activities cost

0

Total: 50,515


Other managerialexpenses6,137

Staff cost33,900


Costs 2011/2012

Euros

Total: 191,052


Staff cost120,605




9,277

WINE IN MODERATION

29

WIM AMBASSADORSCOMPANIESWIM AISBL Members

Moët HennessyPernod Ricard Wine AffiliatesSogrape Vinhos SA


28

WIM AISBL MEMBERS

AEVP & ACIBEV (Portugal)DEUTSCHE WEINAKADEMIE (DWA) (Germany)FEV & FIVIN (Spain)UIV & FEDERVINI (Italy)VIN ET SOCIÉTÉ (France)

ACTIVITIES IN OTHER CONTRIES

ArgentinaAustriaBelgiumCroatiaCyprusGreeceHungaryRussiaSwedenSwizterlandTurkeyUnited KingdomUSA

NATIONAL ACTIVITIES BY WIM AISBL MEMBERS

WINE IN MODERATION

31

The association Vin & Société was created in 2007. Itrepresents and unites the French wine industry withthe objective to transmit knowledge about wine and

its culture and to promote responsible drinking.

Its members are: • 22 regional interprofessions which represent all

winemakers by region.• 7 national organisations: Trade (UM-Vin); production

(CNAOC, Vignerons indépendants, ANIVIN de France,CCVF, CFVDP) ; CNIV.

During 2011-2012 period, Vin & Société's priorities focuson the communication of drinking guidelines and the"culture" of wine, safeguarding drinking in moderation asa social norm. With an investment of about 2 million eurosto develop large communication campaigns andeducational activities, the French wine sector throughV&S managed to reach the french society (consumers,professionals and other stakeholders) and raiseawareness and knowledge

Spreading the WIM message

In addition to the award winning web platform of Vin &Société which is constantly being updated with articlesand content explaining what is moderate consumptionand promoting responsible and cultural drinking, theassociation reached wider audiences with thedevelopment of 2 large campaigns:

1. Manifesto “Wine, getting the full measure”

In an act to bring together all stakeholders around acommon commitment, Vin & Société published anddisseminated a manifesto declaring the pride of the French

Wine Industry towards its products and its responsibilityconcerning its consumption. The Manifesto was adoptedand signed by all wine regions in France and manypoliticians, gathering thousands of signatures.

2. Repas divin (Divine Meal)

A programme broadcasted by French TV channels, webTV and the Internet has successfully been informing andeducating consumer about responsible and moderatedrinking guidelines and “art de vivre”. Building on thecultural dimension of wine, which is an integral part ofFrench history and patrimony, and vector of sharing andconviviality and by presenting wine pairings, wine tourismand providing alongside the message for moderation andresponsibility "tasting minute", Repas Divin managed tosuccessfully pass the message of moderation toconsumers in a positive and friendly way.

Increasing Knowledge

Raising knowledge and providing tools for makingresponsible choices is also high in the agenda of Vin etSociété.

The memento “Wine and health”, which is updated on ayearly basis, is distributed to professionals, providing acurrent overview of the positive effects of a moderateconsumption and the risks associated with an excessiveconsumption of wine. Drinking guidelines (small cards)and breathalyzers (400,000 in 2012) are distributed duringwine tastings in various French Regions.

A number of French regions (e.g. Decouvre/Bourgogne,Gironde Verte , Alsace Agriculture) have developed digitalplatforms to educate students to the importance of taste,


30

FRANCEVIN ET SOCIÉTÉ

5.2

Communication of the WIM message

2011

2012

TOTAL

44,000

403,211

447,211


2011

2012

TOTAL

200

166

366

*

* 2,000 h. of TV for Repas Divin.

Costs 2012

Euros

Othermanagerialexpenses12,000

Total: 916,000



Number of media references

2011

2012

TOTAL

100,000

916,000

1,016,000

Total reported investement

Staff cost150,000


Number of people involved

2011 4

2012 14

Number of people participating in WIM-related events/actions

2012 400,220


2011 100,000

300,0002012

TOTAL 400,000

Number of working days2012

TOTAL 230

aromas and vine culture. The objective is to show theimportance of this patrimony in France and give them thenecessary skills and knowledge. Educational material isalso provided to teachers and the content is specific toeach student level.

Science

Annually, an independent firm assesses, evaluates andsummarises all studies about wine, alcohol and health inorder to update scientific expertise of Vin & Sociétéconcerning “Wine and Health”. This study is also used toupdate the “Wine and Health” Memento distributed toprofessionals.

To further support exchange of best practices andscience-based information V&S disseminates everytrimester to all members and experts a scientific newslettergathering press articles, scientific and economic studiesconcerning the wine industry.

Vin & Société initiated in 2012 new contacts with othersectors such as the Horeca sector, specialised wineretailers and sommeliers, to explore areas of collaboration.V&S is actively working to turn these initial contacts to aconcrete action plan and embrace more actors inpromoting responsibility and moderation in theconsumption of wine.

As French law (Loi Evin) is more restrictive than the WCS,the communication standards were not adopted.

http://www.vinetsociete.fr/manifeste

http://www.vinetsociete.fr/repas-divin

Science

The DWA has continued coordinating the WineInformation Council (WIC) activities and updating itsdatabase with the latest evidence-based researchpublications on “Wine, health and social aspects”according to a strict selection process. The disseminationof the WIC newsletter has successfully grown in Germany,reaching more than 220 stakeholders.

The content of the WIM seminars that are presented tothe various target groups relies on the latest scientificevidence and is continuously updated with currentinformation of the WIC database.

Two scientific abstracts about the implementation of theWIM programme were published and then presented tointernational experts at the OIV international conferencein Izmir, Turkey, in 2012.

Building Partnerships

The existing partnerships with eight wine-relatedprofessional schools, four sommelier schools and oneuniversity to present the WIM education seminar weresuccessfully maintained and enhanced. One newprofessional school was added and WIM was presentedto its hospitality students. Following the success of itsseminars, the DWA was asked to extend their seminarseries to tourist guides and wine ambassadors andseven new seminars have been organised for these newtarget groups since.

Together with universities and training providers,professional unions, sector association etc. from Belgium,Croatia, France, Italy, Greece, Spain, the DWA is alsoparticipating in the VET-Art de Vivre Partnership projectfunded by the EC (Leonardo da Vinci Programme) toexplore the opportunity to transfer elements/modules ofthe WIM seminar into the training of wine professionalsin other countries.

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33

The Deutsche Weinakademie (DWA) is a foundingmember of the WIM Aisbl and the National Con-tact Point in Germany. The Deutsche

Weinakademie (DWA) as part of the German Wine Fondrepresents the entire German Wine Sector and is incharge of the WIM programme implementation on behalfof associations and institutions of the German WineSector (Bundesverband der Deutschen Weinkellereienund des Weinfachhandels e.V., Deutscher Weinbauver-band e.V., Deutscher Raiffeisenverband e.V., IHK Trierfür die DIHK und dem Verband Deutscher Weinexpor-teure e.V., Deutscher Weinfond and Verband DeutscherSektkellereien).

The DWA acts as a mediator between science, industryand consumers and is the organisation in Germany thatprovides scientific evidence-based information on “Wine,health and social aspects”. The objectives of the DWAare to promote moderate wine consumption as part of ahealthy lifestyle, to inform about the benefits of moderatewine consumption and the risks of alcohol misuse, tocommunicate and disseminate the existing scientificevidence-based research data objectively and topromote responsible drinking patterns.

In their work, the DWA is supported by an independentand honorary scientific board of renowned physicians,cardiologists, nutritionists and oenologists.

In 2011-2012, the DWA successfully met the highexpectations raised by the first successful phase of theprogramme. Based on the results of the impact evaluationand building on the experience of implementing the “Artde Vivre” Training programme in previous years, the DWAfocused its WIM Actions on the pillar of education bysustaining and further enhancing the high quality one-dayseminar.

While the cooperation with all wine-related professionaland sommelier schools as well as universities continuedin 2011- 2012, a number of pilot seminars were launchedfor students of the hospitality sector.

In addition, the WIM message was delivered to 260 healthprofessionals and stakeholders (high profile multipliers)during several events like at the renowned German HeartCentre in Berlin and at the National Health PreventionConference in Dresden. All in all, by investing in educationthe DWA not only managed to efficiently raise awarenessand to sensitize professionals on wine, health and socialaspects but more importantly to increase their knowledge

and skills to adequately inform consumers based oncurrent and robust scientific evidence.

With their high expertise and the support of theirscientific board, the DWA, has led once again actions inthe Wine Information Council enriching the quality of thescientific dialogue and supporting exchange ofevidence-based scientific information and best practices.


The WIM common message has been disseminated tovarious target groups mainly through seminars. TheDWA’s main focus are young wine professionals as wellas health professionals (physicians, nutritionists) who areexpected to act as multipliers/ambassadors of the WIMmessage for consumers. The Wine in Moderationmessage is integrated in all presentations delivered bythe DWA Scientific Board members, thus introducing theprogramme to the general consumer. In addition, around table with policy makers, journalists, scientists, etc.was organised to discuss the responsibilities of variousstakeholders in preventing the misuse of alcoholicbeverages.


The success of these WIM seminars in professional andsommelier schools was evaluated by analysing theresponses of a questionnaire covering basic knowledge.The results indicate a significant increase in knowledgeand there is a trend that this knowledge is sustained.Based on these excellent results, the seminars are nowpart of the curriculum in all wine-related professionalschools.

The success of the DWA education activities is alsoreflected in the fact that the seminars for healthprofessionals are certified by the local medicalassociation as continuing education for physicians.

Self-Regulation

In addition to the voluntary Code of Conduct incommercial communication for Alcoholic Beverages ofthe German Advertising Federation (ZAW), to which theGerman Wine Sector has adhered for decades, WineCommunication Standards signatories and moreGerman associations have increasingly used the WIMlogo and companies are actively joining the WIMprogramme.


32

5.3 GERMANYDEUTSCHE WEINAKADEMIE (DWA)

DWA-WIM website visitors

2011 210,000

215,4102012

TOTAL 425,410


Number of people participating in WIM-relatedevents/actions

2011 2,265

46,8222012

TOTAL 49,087

2011

2012

TOTAL

29

28

57

Education


Costs 2011/2012

Euros

Total: 534,429


Staff cost177,710




2011

2012

TOTAL

74,420

124,001

198,421


WINE IN MODERATION

35

Unione Italiana Vini (UIV) and Italian Federation ofIndustrial Producers, Exporters and Importers ofWines, Sparkling Wines, Aperitifs, Spirits, Syrups,

Vinegar (FEDERVINI) are the two leading associationsin Italy to support the WIM program national implemen-tation.

UIV is the oldest and most representative organisationof the wine sector. Founded in Milan in 1895 as aunion of the largest producers and wine merchants, itrepresents a turnover equal to 70% of Italian wines andensures the development of the wine sector in Italyaccording to the rules of transparency and the freemarket, and promotes the culture of vines and wines inItaly and in the world.

FEDERVINI was founded in 1917. Its members areentrepreneurs in different sectors of alcoholic beverages(excluding beer) and in the vinegar, syrup and grapejuice industry. Federvini is a founding member ofFederalimentare, the Federation between the nationaltrade associations in the food sector, and as such is partof Confindustria, the Confederation of Italian Industry.

Already actively involved through Comité Vin (CEEV)during the first WIM commitment period bothassociations joined WIM Aisbl in 2012 and furtherenhanced their engagement to the programme.

Their activities focus on information campaigns andeducation activities for both the professionals and thegeneral public safeguarding and encouragingresponsible drinking as a social norm.

Spreading the Message -Increasing Knowledge

In the field of education UIV has targeted bothprofessionals and the general public. With theirparticipation at the EU funded “VET-Art de Vivre”Partnership programme, UIV placed efforts to create aframework for the education and training of wine-relatedprofessionals in the area of wine, health and socialaspects and the risks of the abusive use of alcoholicbeverages.

With training sessions aimed at helping young adultsdiscover their own senses, UIV aims to diffuse the cultureof drinking in moderation and to prevent the unsociablebehaviour and risks associated with the excessiveconsumption of alcohol. With a funding from the Italian

State, UIV has launched the “Ascolta I tuoi Sensi” projectwith the general aims to: a) contribute to the educationof young Italians, to help them develop a responsible,healthy and moderated attitude towards alcoholicbeverages and promoting this attitude as “cool”. Themain strategies are: Creation and Implementation of atraining programme which uses sensory analysis as atool to involve, stimulate and educate; promotion andcommunication of the training programme using opinionleaders relevant to the target segment and the topicscovered.

Young adults are also introduced to moderation,responsibility and alcohol-related risks, through the “Vinoe Giovani” education program of the Enoteca Italiana, aneducation activity that is strongly supported fromFEDERVINI.

In parallel, to education activties, Federvini’s campaign“Lo Stile Mediterraneo” promoting the Mediterraneanway of life based on the values of balance and harmony,was recently enriched with an online campaign: “Io VivoMediterraneo” where the typical Italian (responsible)drinking pattern becomes a statement. A Drink Test Appwas also created to support the campaign.


34

ITALYUIV & FEDERVINI

5.4Confederazione Italiana della Vite e del Vino

U N I O N E I T A L I A N A V I N I

Costs 2012

Euros

Total: 98,100


Staff cost60,000


Costs 2011

Euros


Total: 122,500



Staff cost47,000

Travel and meetingexpenses500

Costs 2011/2012

Euros

Total: 220,600


Staff cost107,000


Other managerialexpenses24,600


Othermanagerialexpenses42,600Activities cost

0


Number of participants in different activities

Feder

Wimeent

TOTAL

800

5,000

5,800

Number of communication productsdisseminated. 2012

Feder

Wimeent

TOTAL

12

9

21

Number of WIM dedicated events or events withWIM actions, 2012

2012 85

Number of web site visitors

2012 2,000

2012 1

Education


2012 3


WINE IN MODERATION

37

The Association of Port Wine Companies (AEVP)is a private non-profit organisation, which was es-tablished in Portugal in January 1975. AEVP com-

prises 16 Members who currently represent about 90%of the total sales of Port Wine and 35% of the total salesof Douro wines with PDO (Protected Designation of Ori-gin) and PGI (Protected Geographical Indication), a rarepercentage that reflects its unchallenged position in theindustry.

ACIBEV -“Associação dos Comerciantes e Industriais deBebidas Espirituosas e Vinhos”, established in January1975, is the national trade association, which representsthe wine, spirits, vinegars and wines derivatives sectorand trade in Portugal. ACIBEV currently represents asignificant part of the turnover of this sector, amongwhich are the largest national exporters of Portugal andmost of the leading companies in the variousappellations and GIs with brands which add value toPortuguese wines.

With the strong commitment and engagement of the tworepresentative associations and with the support of theWIM Ambassador Company Sogrape Vinhos SA,Portugal’s wine sector is particularly active and efficientin the communication of the WIM common message.

AEVP has a coordinating role in the Portuguese WIMProgramme (database of members of the Programme;clarification and provision of information to all members,etc.), carries out several activities to implement the WIMProgramme and contributes in the reduction of alcohol-related harm, by actively participating and contributingin the development of the National Plan for ReducingAlcohol-Related Problems 2009 – 2012 as well as bydeveloping educational structures and tools andonline/offline communication tools as part of theirEuropean and National commitment.

Also actively involved in the National Plan for ReducingAlcohol-Related Problems 2009 – 2012 and a foundingmember of the National Forum for Alcohol and Health,ACIBEV has reinforced the WIM implementation with thelaunch of a television campaign broadcasted by nationaland regional TV channels in 2011 and 2012.Complimenting this communication with educationactivities such as conferences, production anddissemination of WIM brochures, dissemination of theWIC Newsletter and WIM presentations to differentstakeholders, such as the Portuguese Parliament,ACIBEV actively supports the WIM programme


Dissemination of the common message is the pillar thatboth association has been particularly active on during2011/2012. AEVP has undertaken important actionsamong which: the creation and management of thewebsite www.vinhocommoderação.pt, a monthlynewsletter about the WIM Programme supported byWIM Ambassador Sogrape Vinhos SA, the participationat important and large events, the development of adsdestined to cinemas and street panels as well asbrochures, leaflets and flyers.

These activities have been complimented by ACIBEV’swide scale national TV campaigns. In 2011 theproduction of a 30-second film of the campaign “WineIn Moderation” dedicated to the consumer, wasbroadcasted during the pre-Christmas period on themain Portuguese televisions (channels RTP1, RTP 2,SIC, SIC Noticias and SIC Mulher) 108 times. Thecampaign was repeated on 2012 Christmas Period(19/12/12 - 02/01/13), the new 30-second film of the“Wine In Moderation”, campaign was showed onPortuguese television (channels RTP1, RTP 2, SIC, SICNews and SIC Mulher) 151 times, (43 times more thanin 2011).

The TV Campaign was announced and celebrated in thePortuguese Parliament, together with Portuguese WIMprogramme performance and achievements.

Increasing knowledge

While elaborating a training kit for all Portuguesemembers of the Wine in Moderation Programme, AEVPhas developed a Pedagogical Centre of the Port andDouro Wines and the Wine in Moderation Programmein the warehouses adjacent to its headquarters. The goalof the Centre, inaugurated in January 2013, and whichprimarily targets students, is to complement the servicesoffered by the Visit Centres of the Port Wine Cellars(www.cavesvinhodoporto.com) and to provide simpleand quality information about Port Wine and the Wine inModeration Programme.

Self-Regulation

AEVP and ACIBEV have disseminated the WineCommunication Standards (WCS) to all their membersand encouraged them to apply it to their commercialcommunications on wine and wine products. Since


36

PORTUGALAEVP & ACIBEV

5.5 ICAP (the Civil Institute of Self-Discipline in CommercialCommunications) is responsible for monitoring thePortuguese self-regulation code of alcoholic beverages,both AEVP and ACIBEV have negotiated the adoptionof the WCS and expect this to be concluded in 2013.AEVP currently monitors the application of the WCS bythe WIM Portuguese members ( with a focus onadvertising in wine magazines).


At the end of 2010 AEVP counted 89 Portuguesemembers, today there are 155. In order to further enlargethe number of Portuguese WIM members, AEVP activelycontacts national Associations and wine companies. Itis also AEVP’s goal to create a WIM Observatory whichwill incorporate a wide range of stakeholders in the nearfuture (Winemakers, Scientists, Regulators, Universities,Students Parents Associations, Road traffic Police, etc.).

Based on the agreement of WIM Aisbl with the HOTREC,a partnership between ACIBEV and AHPORT to developa responsible service training programme is underway.

2012 479

Education


Costs 2011/2012

Euros

Total: 637,589


Staff cost128,420




57,204


TOTAL 140,401



2011 5,000

21,9932012

TOTAL 26,993

Number of people participating in WIM-related events/actions

2011 1,270

258,6412012

TOTAL 259,911

2011

2012

TOTAL

6

8

14

Number of WIM dedicated events or events withWIM actions

Number of opinion leaders communicating theWIM message

2011 56

2012 10

TOTAL 66

www.vinhocommoderacao.pt

well as among the wine sector companies andassociations, wine institutions and authorities.


As it has been mentioned that FEV together with CECRVlaunched - in October 2012 - an ambitious informationcampaign on moderate consumption in Spain. Thecampaign is planned for 3 years with a total investment of€ 1 M per year. The information campaign is based on twopillars: the promotion of responsible and moderateconsumption of wine (reporting on the dangers associatedwith alcohol consumption) and consumer information onthe variety, quality and production conditions of wines,under the slogan “who knows how to drink, knows how tolive”. So far, an advertising campaign in mass media

WINE IN MODERATION

39

Moreover, FEV and FIVIN have undertaken many efforts topresent the WIM message and the WCS to publicauthorities and representative bodies of the wine sector, aswell as the wineries and general public, building a nationaland regional active partnership, strongly committed to theWIM programme beliefs.


The educational activities in this field during 2012 havebeen mostly provided by FIVIN, developing 15 actionsaddressed to final consumers, wine sector or healthprofessionals. All of this was supported by the program -mes brochure, press releases and information updates.

Self-Regulation

Through 2012, FEV has continued to ensure that the WIMLogo and message is shown in FEV companies’ websitesand commercial communication materials, as it ismandatory under the Spanish Wine CommunicationStandards. Autocontrol has gathered an amount of 11complaints for breach of the Wine Self-regulation Code, allof them for not showing the identifying elements of theprogramme, ie. the logotype and the message. Ten wereaccepted by companies, and 1 case related to editorialcontent needed the intervention of the Publicity Jury, thiscase was finally dismissed. Regarding the Copy Advice orprevious consultation of publicity - that is mandatoryaccording to the Code for publicity on television andvoluntary on other forms of communication- Autocontrolhas informed us that it has had 27 consultations (80 in2011). This represents a 0.13% of the consultations thatAutocontrol has every year from every self-regulated sector,which shows a low publicity activity on the big media inour sector, as it is well known. The results from theseconsultations were positive. Indeed 24 were given anapproval, in 2 cases it was recommended a modificationof the ads and in one case it was recommended not topost the ad at all. Furthermore, in 23 of these consultations,it was also suggested a change in the type of media dueto legal limitations in its emission. Investment made bycompanies in Copyadvice service: 12,285 €.

Science

Following the creation in 2010 of the dedicated web page(www.lacienciadelvino.com), FIVIN has continued feedingthis database on scientific studies on weekly basis in 2012.At the same time, an electronic newsletter was created andspread among doctors and Spanish specialised media, as


38

SPAINFIVIN & FEV

5.6

2011

2012

TOTAL

81,750

66,729

148,479



Total number of impact

2011 23,928,138

69,000,0002012

TOTAL 92,928,138

2011

2012

TOTAL

8

22

30


2011

2012

TOTAL

2

11

13

Costs 2011/2012

Euros

Total: 1,315,704


Staff cost141,020




81,554


2011 62,000

212,8902012

TOTAL 274,890

Education


2011

2012

TOTAL

10

112

122

Number of WIM dedicated events or events withWIM actions

(printed and digital) has been implemented with aninvestment of 750,000 €. On top of it, a dedicated websiteand PR actions have been activated (October 2012). Theresults show more than 69,000,000 contacts with finaladult consumers.


For the implementation of this part of the Programme, FEVcollaborates closely with FIVIN, which has a lot ofcredentials and that represents a relevant organisation inthe wine and health sector for the public administrations.

In 2012, 95 new companies adhered to the WIMprogramme - that implies a commitment to apply the WCS– and 3 regulatory bodies from important wine designationof origin signed their adhesion too. In 2011, 92 newcompanies adhered to the WIM programme, 7 regulatorybodies wine designation, 6 professional organisations and1 regional government.

FFEV is a private organisation that represents theSpanish wine industry, grouping 700 wineries and15 regional associations. FEV is a part in all the po-

litical decisions, acting as a representative, promoter anddefender of its members’ interests. It also focuses its effortson coordinating the wineries for a better sector structuringand it rises as the perfect institutional platform from whereto design and implement short and long-term sectorialstrategies.

FIVIN, the Foundation for Wine Research and Nutritioncreated in 1992, focuses on the assessment of possibleprotective effects of a moderate wine consumption on ourbody and on human health from a medical standpoint.FIVIN undertakes continuous research and data collectionon wine and health, under the supervision of a scientificcommittee made up of doctors, health technicians andnutrition specialists of international prestige.

An important field of activity for FEV is the implementationof the European Wine in Moderation Programme, startingin 2008, together with FIVIN (Foundation for Wine andNutrition Research), geared by a scientific committeeformed by doctors of national and international recognisedprestige.

FEV and FIVIN have continued assuming challenges toimplement the WIM programme in Spain. Once the “Self-regulation Wine Code on advertising and commercialcommunications” was fully implemented and winecompanies applied it on a regular basis, a real step forwardwas taken in Spain in the dissemination of WIM messageto consumers: in the frame of EU funds for the promotionand information from food products, FEV together with theConference of Regulatory Boards of Wine (CECRV)launched - in October 2012 - an ambitious informationcampaign on moderate consumption in Spain under theslogan “who knows how to drink, knows how to live”(QuienSabe Beber Sabe Vivir). It is planned for 3 years startingSeptember 2012. Investment planned is € 1 M per year.

In Croatia, the School of Medicine of the University ofSplit is leading research on the field of Wine andHealth and is successfully communicating and raising

knowledge in professional and broader public about thewine and health aspect and the risks of the excessiveand harmful consumption of alcoholic beverage.

At the same time the Croatian Chamber of Economybring together and actively support the whole Croatiansector with actions such as professional training,communication and representation.

On 2012 two leading Croatian actors, the CroatianChamber of Economy and the University of Split, havejoined WIM through the unique vocational education andtraining (VET), VET-Art de Vivre Partnership Programme.

Croatian wider wine filière motivation to promote thevalues of moderation and responsibility and theengagement of key actors in the WIM principles andobjectives, act as a driver for a comprehensive andcoordinated implementation of the WIM program inCroatia and membership in the WIM Asibl.

WINE IN MODERATION

41


40

ACTIVITIES IN OTHER COUNTRIES5.7 BELGIUM

CROATIA

In 2012 the Austrian Wine sector, which was alreadyvery actively developing educational activities to raiseknowledge in the area of moderation and responsibility,

expressed its interest to adopt the WIM programme.Working meetings with the representatives of the majorAustrian wine association, organisations and scientificinstitutes such as the Austrian Wine Marketing Board, theAustrian Wine Academy, the producers Association andAnton Prosch Institute respectively took place to exploreapproaches and structures for the launch of WIM. In thebeginning of 2013, the Austrian Wine Academy,representing the whole Austrian Wine sector, joined WIMAisbl. WIM actions are soon to be launched.

AUSTRIA

In September 2011 a presentation of the WIMprogramme took place in Argentina in the ForoVitivinícola by CEEV. The WIM programme was warmly

welcomed by the Argentinean wine sector and discussionsstarted for the proper launch of the programme in

Argentina. Eventually at the beginning of 2013, Bodegasof Argentina, the largest wine producers association ofArgentina, was the first association outside the EU toofficially join WIM Aisbl as Obsever Member. WIM actionsare soon to be launched.

ARGENTINA

introducing the WIM message in their communicationand increasing the knowledge of professionals.

In addition to these activities, WIM Ambassadors, wineproducts and websites bearing the WIM logo havereached the Belgian market and Belgium is among the3 countries where the evaluation of the programme istaking place, providing valuable information on how tobest reach Belgian citizens.

As only by acting locally and understanding localneeds and interest someone can successfully actglobally and vice versa, WIM Aisbl even though

an international organisation is taking action at locallevel. Based in Brussels, WIM has supported with theWIM message the 1st Brussels Wine Week organised bythe Brussels Region in the framework of a year devotedto gastronomy (Bruscelicious) and is working withBelgian (francophone currently) educational institutesand authorities to support vocational education andtraining in the filed of wine health and social aspects.

Also in the spirit of acting locally in the framework of itscollaboration with HOTREC, WIM Aisbl has initiated adialogue with HORECA Vladeeren, the FlemishHospitality Association to support the Hospitality Sector,in their efforts to reduce alcohol-related harm by

http://www.bodegasdeargentina.org/

http://www.bodegasdeargentina.org/

http://www.austrianwine.com/

http://www.api.or.at/typo3/index.php?id=469

http://www.weinakademie.at/english.php

http://www.weinakademie.at/english.php


42

The Cyprus Wineries Association - CWA(Σύνδεσμος Οινοποιείων Κύπρου-ΣΟΚ) member ofCEEV, is responsible for the implementation of the

WIM Programme on behalf of Cyprus wine makers,producers and traders. The association comprises themajority of the Cyprus wineries and it’s the official voiceof the Cyprus Wine Industry.

Cyprus has a long standing tradition and culture of wineand the WIM message was warmly welcomed from bothprofessional and consumers.

During 2011, the CWA has developed a number ofactions to disseminate the message of moderation andresponsibility. With the opportunity of the annual Cypruswine contest and the Limassol Wine Festival (GoldenJubilee) in colllaboration with the national authorities(Ministry of Agriculture - Dept. of Viticulture and

Oenology / WPC) and the municipality of Limassol theyhave organised 2 big conferences respectively to presentthe WIM programme and to raise awareness aroundwine, health and social aspects reaching more than10,000 people. The events were supported with a pressconference and with a dedicated live TV interviewdiscussion in the daily magazine of the National TV (RIK)with a national wide impact.

On 2012, with the leadership of CWA’s president andspokesperson, Mr. Antonis Haggipavlou, the WIMmessage was succesfuly spread in major nationalevents.

WINE IN MODERATION

43

CYPRUS

GREECE

In May 2011 during the Wine Festival of Etyek,Vindependent – a CEVI national member, presentedthe WIM programme, its objectives, tools and actions

to fifty Hungarian independent wine-growers.

The Luxembourg Spring Fair in May 2011 and thefestivities surrounding Luxembourgish Wine andCrémant in November 2011 were both occasions

for independent wine-growers (OPVI – CEVI nationalmember) to bear the Wine in Moderation logo andmessage on their stands. Approximately thirty independentwine-growers participated at each fair that attracts a ratherlarge public made up of families. Wine-growers present atthe fair assured that the message was generally very wellreceived by visitors.

TThe National Inter-Professional Organisation ofVines and Wines of Greece (EDOAO) is responsiblefor the adoption and the implementation of the WIM

Programme in Greece. EDOAO represents both the vineand the wine sectors in Greece through its two members,the Greek Wine Federation (member of CEEV) and thecentral Union of vine and wine producing cooperativeorganisations of Greece (member of COPA-COGECA).

Following the first commitment period of successfulactivities in collaboration with the Ministry of Health andSocial Solidarity and the sectorial agencies of relatedbranches (oenologists, sommeliers, etc), EDOAOcontinues to cultivate and promote the message ofmoderate and responsible wine consumption.

Having incorporated the WIM message in the MarketingStrategy of the Wines from Greece, EDOAO passes theWIM message through its New Wines of Greece websiteand through activities such as the annual symposiumwith the participation of influential wine opinion leaders.

During this second period WIM has received the activesupport of the two most important wine professionalassociations: the Oenologist Association (PANEPO) andthe Sommelier Association (PENO). Both associationsare developing WIM related training activities for theirmembers and they are partners in the VET art de VivrePartnership Programme.

WIM message has reached a wider audience in Greecewith the opportunity of the 1st Thessaloniki Food Festival inthe framework of the XV BIENNALE DE LAMEDITERRANEE (Symbiosis), where WIM was presentedduring a round table discussion about young adults &gastronomy.

Articles about WIM were presented in sectorial magazines,such as Wine Plus Magazine with a total reach of 50,000people.

LUXEMBOURG

HUNGARY

http://www.newwinesofgreece.com/home/

http://www.newwinesofgreece.com/home/

WINE IN MODERATION

45


44

The Moscow International Wine Expo (MIWE) wasofficially started on 2011, as an internationallyrecognised professional communication and

interaction space for wine industry specialists, winetraders, officials, journalists, consumers looking toreinforce wine as an integral part of national culture andtraditions of wine-producing countries and regions andto promote healthy living and moderate and responsiblewine and alcohol consumption.

WIM was the official partner of the MIWE, supporting thepromotion of responsibility and moderation by spreadingthe Wine in Moderation Common message throughonline tools, printed media and with a wide conferenceon wine health and social aspects issues.

The communication of the WIM message, both in Englishand in Russian, was done on the official website and

catalogue, and in hundreds of leaflets and brochures thatwere disseminated to the conference participants at theexpo. The WIM message was further communicated infollow-up articles in generic and specialised media aswell as during other events and actions.

RUSSIA

SWEDEN SWITZERLAND

2012 was a milestone for the Turkish winesector. Two main events, the 35th WorldCongress of Vine and Wine organised by OIV

and TAPDK (tobacco and alcohol market regulatoryauthority in Turkey) in June and the 4th EuropeanWine Bloggers Conference in November by theWines of Turkey, took place, both in Izmir.

The Wine in Moderation programme wassuccessfully presented during the OIV ScientificCongress by DWA, while WIM Aisbl activelyparticipated in the proceedings of both eventsbringing the WIM message of moderation andresponsibility to relevant key actors.

On December 2012 in New York City, WIM aisblhas presented at the FIVS Meeting, the WIMprogram and activities. The WIM message

reached key actors of the wider wine value chain from allover the world and especially from USA. Challenges andopportunities for the implementation of the Programmewas discussed and contacts were established for furtherdiscussion to explore opportunities for collaboration.

FIVS acting as an international platform for the winebusiness has been actively supporting the WIM programfrom the very beginning providing tools to communicatethe Wine in Moderation - Art de Vivre message.

As part of the Pilot Project of the WIM logovoluntary labeling, Sweden has beenselected as one of the three countries to

evaluate the impact of the Pilot Project. Apart of theplacement of the wine products carrying the WIMlogo/website address currently no other action istaking place in Sweden.

The Day of Open Cellars which takes place everyyear in Geneva, welcomed in 2011 a postercampaign “Aimer passionnément, déguster

modérément” or “Love passionately, drink moderately”aimed at the local population. In 2011, the SwissIndependent Wine-growers of the ASVEI (550 members)received four information letters mentioning the WIMprogramme.

UNITED STATESOF AMERICA

The UK industry has been working on a number ofinitiatives to promote responsible consumption.The Wine and Spirits Trade Association, the UK

Vineyards Association, the Wine & Spirit Education Trust,Alcohol in Moderation, the Portman Group and theDrinkaware Trust are all working together to achievecommon objectives, of which WIM is a part.

The UK has not made any specific commitment, sinceall UK efforts are common to all alcoholic beverages.However, all initiatives taken in the UK to promoteresponsible drinking are in line with the spirit and theletter of the WIM programme. In fact, there are strongsynergies between both programmes, which aredifferent versions of one and the same general idea: thepromotion of responsible drinking.

UNITED KINGDOMTURKEY

WINE IN MODERATION

47


46 WIM AMBASSADOR COMPANIESMOËT HENNESSYSOGRAPE VINHOS SAPERNOD RICARD WINE AFFILIATES

WINE IN MODERATION

49

Moët Hennessy is the wines and spirits division ofLVMH: Moët Hennessy - Louis Vuitton. As thefirst producer and exporter of champagne and

cognac as well as a wine producer in many countries inthe world, the company has by essence a very strong wineidentity.

Moët Hennessy’s prestigious premium products have adistinct cultural, historical and gastronomical dimension.Some of them reflect more than two centuries of heritagein their country of production.

Executive Summary 2011 – 2012

In 2011-2012, basing its reflection on initiatives which hadbeen developed in the past by its Maisons and Regions,


48

MOËT HENNESSY5.8

Moët Hennessy has reinforced its commitment toresponsible consumption.

Moët Hennessy’s policy, detailed in the Moët HennessyCommitment for Responsible Consumption is based onthree key principles:

1) Active promotion of moderate drinking, through thedissemination of the Art of Tasting culture;

2) Awareness-raising about the dangers of drinking anddriving;

3) Absolute respect of our collaborators, guests andconsumers’ choices. Consuming our products shouldremain a pleasure and its consumption should neverbe imposed on anyone.

In 2011-2012, Moët Hennessy has renewed its commit -ment to Wine in Moderation, by remaining a largecontributor of the association and by allocating time andresources to strengthen the work of the association, helpits expansion and facilitate ways of reaching out toconsumers.

Education Summary

During the year 2012, Moët Hennessy developed aninternal campaign on responsible consumption de signedto reach out to the 6,500 employees of Moët Hennessyworldwide. In August 2013, about 4,000 collaborators inEurope will have been trained through a 2 or 4 hours in-person training. In the same spirit, an intranet websitededicated to this issue was also created as well as an e-learning module on responsible consumption foremployees.

Self-Regulation

Moët Hennessy has been improving its implementation ofthe Wine Communication Standards over 2011-2012 andmany ads in the EU now bear the Wine In Moderation logo.Moët Hennessy will see that this progression continues.

Moët Hennessy also labels the WIM website address onall the age-gating pages of each of the company’s brands’websites. In case the age condition is not fulfilled, the visitoris immediately redirected to the WIM webpage. These twoactions create a good deal of traffic on the Wine inModeration website.

GRANDE CUVÉE

www.krug.com

5122

353

12%vol 750mlContient des sulfites

Contains sulfitesContiene solfiti - Enthält Sulfite

Bevat sulfiet (SO2)

BEYOND VINTAGES.

RICHNESS AND FINESSE, A UNIQUE TASTE CREATED BY BLENDING OVER 120 WINES FROM TEN DIFFERENT VINTAGES, MATURED AND PERFECTED OVER TIME IN

THE KRUG CELLARS.

BEYOND VINTAGES.

RICHNESS AND FINESSE, A UNIQUE TASTE CREATED BY BLENDING OVER 120 WINES FROM TEN DIFFERENT VINTAGES, MATURED AND PERFECTED OVER TIME IN

THE KRUG CELLARS.

AU-DELÀ DES MILLÉSIMES.

RICHESSE ET FINESSE, UN GOÛT UNIQUE ISSU DE L’ASSEMBLAGE DE VINS DE DIX ANNÉES DIFFÉRENTES, SUBLIMÉ PAR LE

TEMPS PASSÉ EN CAVE.

AU-DELÀ DES MILLÉSIMES.

RICHESSE ET FINESSE, UN GOÛT UNIQUE ISSU DE L’ASSEMBLAGE DE VINS DE DIX ANNÉES DIFFÉRENTES, SUBLIMÉ PAR LE

TEMPS PASSÉ EN CAVE.

www.wineinmoderation.eu


Moët Hennessy is a strong supporter of Wine inModeration and uses different opportunities todisseminate the moderation message. This can beachieved through many means, like making the websiteaddress available on the brand’s page, labelling the WIMwebsite address on the bottles...


On every occasion, Moët Hennessy, as a foundingmember of Wine in Moderation, plays its role in helpingthe development and expansion of Wine in Moderation, byapproaching potential candidates, in particular companies,and supporting, whenever possible, the dialogue betweenWIM and associations which could potentially becomeWIM members.

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Drinking Message in all commercial communication. Thisis estimated to have made over 15 Million impacts during2011-12. In addition to this, Sogrape applies a Code ofGood Commercial Practices in Portugal covering Salesand Marketing by the national distribution company.

Spreading the WIM Message

During 2011-12 Sogrape Vinhos actively participated in 12conferences with presentations on the WIM Programmeand the need for moderation and responsibility. In the areaof Wine Tourism, the WIM Common Message wasreceived by almost 230,000 visitors. Over 2000 brochureswhere distributed during the year at various events in whichSogrape Vinhos participated. Sogrape Vinhos sponsoredalcohol tests at the leading wine festivals in Portugal,disseminating the WIM Message and focusing on “Drink-Drive”, with a reach of approximately 1,500 persons.Students of the hospitality sector (up to 855 young people)received wine training from Sogrape Vinhos and wereintroduced to the WIM Message.


Sogrape Vinhos cooperated with the national winepromotion agency – Viniportugal – in the “Wine by theGlass” events in Lisbon and Oporto, providing a team todistribute WIM information and offer voluntary breathalyzertests to people in restaurants and wine bars.Approximately 400 people were reached.


50

SOGRAPE VINHOS SA5.9

Number of people involved

TOTAL 15


2011

2012

TOTAL

3,510

7,500

11,010


Total number of people reached by all activities

TOTAL 10,219,472

Number of paticipants in different activities

2011 245,270

252,6302012

TOTAL 497,900

TOTAL 401

Education


Sogrape Vinhos, Portugal’s leading family ownedwine company, has an international dimension anda strong focus on building premium wine brands

which respond to consumer demand.

Founded in 1942 with the creation of Mateus Rose,Sogrape Vinhos is led today by the third generation of theGuedes family and cultivates more than 1,250 Ha ofvineyards in Portugal, Spain, Argentina, Chile and NewZealand.

In 2008, Sogrape Vinhos signed a commitment topositively contribute to reducing alcohol-related harmwithin the European population and is committed to theeducation of its staff, trade and consumers in theappreciation of wine in a moderate and responsiblemanner.

During 2012, Sogrape Vinhos continued the commitmentto Social Responsibility in the sphere of Social Aspects ofAlcohol initiated in 2008. The project Wine in Moderationby Sogrape Vinhos reaches the key areas of interventiondefined in the commitment, which include:

1) Support & implement strategies which aim to reduceunderage (18 years old) consumption of alcohol;

2) Develop information and education programmes whichcontribute to the reduction of harmful consumption ofalcohol and encourage low risk consumption patterns:

3) Ensure that the legal limit for purchase andconsumption of alcoholic beverages is respected, topromote a change of attitude among young people andadolescents through parental education and to complywith self-regulatory codes in Communication;

4) Marketing and Sales.

Sogrape Vinhos has actively worked to support the Winein Moderation programme as well as the implementationof the programme in Portugal (under the name “Vinhocom Moderação”).


Sogrape Vinhos implemented a pilot project to reach 80parents and teachers entitled “Be prepared to speak withyour children about alcohol” with three sessions resultingin the development of a 10 point charter key steps. Tosupport this action the brochure “How to Speak with yourChildren about Alcohol” was translated and published inPortuguese. The company implemented an InternalRegulation on Alcohol within Sogrape Vinhos andcontinued constant education and communicationprogramme, which reached an average of 600 employeeswith the WIM message at least six times during the year.

Self-Regulation

Sogrape Vinhos has implemented the WIM Self-regulationcode in conjunction with the APAN Code of GoodPractices in Alcohol Communication in all of itscommunication and promotional material, resulting in theinclusion of the WIM logo and the authorised Responsible

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Pernod Ricard is a world co-leader in wines & spiritsand the fourth largest global wine operator.Genuinely committed to responsible consumption,

Pernod Ricard, through its wine affiliates (DomecqBodegas, Mumm & Perrier Jouet) became early on amember of WIM Aisbl and key player as Ambassador ofthe WIM programme.

Domecq Bodegas was the most active in 2011-2012supporting the WIM implementation at all levels: local,national and international.

Domecq Bodegas is the global Spanish wine leader invalue. It has a long history of making Rioja wines ofunquestionable quality with a firm commitment to itsemployees, research, innovation, responsible drinking andrespecting the environment. The group has seven wineriesspread across five internationally-renowned designationsof origin (Rioja, Ribera del Duero, Rueda, Navarra and RíasBaixas) and its wines are sold in over 70 countries.

Corporate Social Responsibility (CSR) is one of thecornerstones of Domecq Bodegas. That is why it hasimplemented in all its businesses a Social ResponsibilityManagement System that is integrated in its Quality, FoodSafety, Environmental and Occupational Risk Prevention(QSE) System, in compliance with the requirements of theUNE-EN-ISO 9001, UNE-EN-ISO 22000, UNE-EN-ISO14001 and OHSAS 18001 standards.

Since its inception, Domecq Bodegas has alwayschampioned responsibility and moderation in winedrinking. As a loyal supporter of responsible drinking, thefirm joined the Wine in Moderation (WIM) Europeanprogramme in 2009 through the Spanish WIM Member -Federación Espanola del Vino (FEV). Since then, it hasgradually included the WIM logo in its promotional andcorporate material and is the first company to include theWine in Moderation logo on its back labels.

As a member of FEV, Domecq adhered to the WineCommunication Standards (WCS), and since 2009 all ofthe commercial communications, both on-line and off-linemedia carry the WIM logo and follow the WCS principles.They are also subject to the decisions of Auto Control, theSelf-Regulation Authority in Spain.

Domecq has a dedicated CSR department which carefullymonitors and co-ordinates the implementation of the Winein Moderation - Art de Vivre Implementation anddisseminates the message of moderation andresponsibility. All Domecq employees (400) are involvedand participate in “Responsib’All Day”, a uniqueprogramme where all Pernod Ricard employeesworldwide stop their activities and dedicate the day toshare knowledge and experience on responsibleconsumption yearlong programmes among which theWIM implementation. Employees also act as ambassadorsraising awareness.

Domecq Bodegas has consistently included WIM inall communication materials and activities (winetastings, wine expos, etc.) targeting bothprofessionals and consumers. Moreover, they havesuccessfully communicated the moderationmessage to more than 40,000 visitors in theirwineries.

Whilst Domecq Bodegas actively participates andsupports the implementation of the national WIMprogram in Spain, as an Ambassador companymember of WIM aisbl, Domecq Bodegas alsospreads the WIM message and helps WIM growinternationally.

Domecq Bodegas is part of the Pilot Project of theWIM logo and is voluntarily adding it to its back labels.Currently, the WIM logo is present on 19 millionbottles across several Domecq Bodegas brands andin different channels in Spain and on 12 millionbottles of Campo Viejo in the International market.


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PERNOD RICARD WINE AFFILIATES

5.10

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54

SUCCESS STORIES6SPREADING THE WIM COMMON MESSAGE

6.1

Quien Sabe beber Sabe Vivir

When? From September 2012 to August 2015Where? SpainWho? FEV & CECRVProject cost: 3 million eurosTarget - audience? General public

It is the first nationwide and the biggest worldwidecampaign made by the Spanish wine sector aiming atthe diffusion of moderate drinking as the only way toenjoy wine and the increase of general knowledge aboutwine products and their quality attributes (betterknowledge leads to better choice). The campaign isaddressed to the general public from 25 to 50 years oldwith special focus on women for their significant socialrole as “educators”, their active attitude towardsinformation related to health and healthy lifestyle and as“prescribers”.

So far about 69,000,000 people have been reached byour campaign through advertising in printed and digitalmedia (advertising and a dedicated webpage). Thecampaign strategy is based on well known andappreciated Spanish opinion leaders in various fields, whoshare with consumers their personal “recipe for life” thatincludes wine in moderation. They transmit closeexperiences that blend responsible and moderateconsumption of wine with gastronomic pleasure andenjoyment of the simple things in life. They give thecampaign notoriety and power and reinforce the message.

The opinion leaders collaborate on the campaign on avoluntary basis.

The campaign is being evaluated by a 3rd independentaccredited company. Performance indicators have beenplaced for the continuous improvement of the programme

Info

Description of the activity

impact towards the consumer. The firstevaluation program showed very positive results,especially in the acceptance of the campaign byall stakeholders and more significantly thegeneral public.

Portuguese WIM Campaign - Advertising in Cinemas, StreetVideo Panels and TV

When? 2 waves April 2011& 2012Where? 1st City of Porto, 2nd nationwideWho? 1st AEVP, 2nd ACIBEVProject cost: € 57,211Target -audience? General Public

1st Wave - action lead by AEVP • Advertising in Cinemas

WIM was placed, in a 4 weekly Cinema Guides-Pro-gramme and a 15'' WIM spot, has been displayedover a period of a month in 20 cinemas in Porto. Thisaction had an average audience of 120,000 people.

• Street Video PanelsThe video panels act as giant television screens andare strategically located in the city of Porto with ahigh impact.

The average number of vehicles per week passingthrough these panels between 2h and 6h is about 1million. About 2,120,000 people were reachedthrough this activity.

2nd Wave -action lead by ACIBEV During the period 15-29 December 2011, the 30-secondspot of the campaign “Wine In Moderation”, was

broadcasted 108 times on prime time in national andcable TV (RTP1, RTP2, SIC, SIC Noticias and SICMulher). This impactful action was repeated in 2012during the Christmas Holidays for an extended period,covering also New Year’s eve (December 19 to January2, 2013) with an increased number of total insertions,featured 151 on prime time of the national and cable TVchannels.

A presentation of the TV campaign took place in thePortuguese Parliament before its launch and it was ·

Info


1

2

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Io Vivo Mediterraneo

Where? ItalyWho? FederviniTarget -audience? General public, Media and PolicyMakers

Creating a digital platform through a Facebook page anda website that allows Federvini to communicate its activesupport towards responsible drinking. Federvini usesFacebook as a basis to improve dialogue with the youngtarget and promote awareness of the responsible drinkingpattern represented by the Mediterranean Style. Theweekly columns and daily posts follow various topics suchas: initiatives promoted by Federvini’s members either ofsocial responsibility or able to represent the Mediterraneanstyle, the values of the Mediterranean style, building upthe drinking culture, comparisons between negative andpositive behaviors, tips for the weekend such as where togo, what to do in the weekend and future possibilities forengagement with users (e.g. send me your pictures ofMediterranean style).

Info


Repas Divin (Divine Meal)

When? April- September 2012Where? FranceWho? Vin & SociétéProject cost: € 170,000Target -audience? General public

“Repas divin” (Divine Meal) is a “new gastronomic seriesproduced by Vin & Société and proposed andbroadcasted by National and regional TV Channels andon-line media (web TV and websites).

By concocting delicious dishes, learning about winepairings and discovering unexpected sites of the Frenchwine regions and providing tips for responsibleconsumption of wine, this gastronomic series successfullycreated a cultural environment where French Gastronomyand the cultural dimension of wine are successfully pairedto inform and educate consumers in moderate andresponsible drinking in a positive and friendly manner.

More than 160 media - 77 televisions (4 national & 73regional TV channels), 26 web TV (4 specialised & 22generalist Web TV), 59 websites (8 women’s, 2 ofnational press & 20 of regional press, 16 sites and foodblogs, 5 websites and blogs of oenology, 6 sites ofregional information - had broadcasted the series during2012 and more than 2000 hours were dedicated toRepas Divin on TV.

Various opinion leaders and well-known experts/personalities were involved in this project such asDominique Hutin: Famous journalist on National Radioand Atelier des chefs: famous cooking classes’ providerin France.

Info


opened by the Secretary of State for Agriculture, JoseDiogo Albuquerque who stressed the importance ofwine in agriculture, the wine in gastronomy, society andculture, as well as the commitment of the Governmentto associate itself with campaigns of responsibility.

The Portuguese WIM Consumer Campaign is supportedwith the new website www.vinhocommoderação.pt andthe participation in events for consumers (i.e. Essenciado Vinho – Porto’s annual wine event; Porto.Comeannual food and wine event).

When? May 12, 2011Where? BerlinWho? DWAProject cost: € 5,820 Target -audience? Professionals of the Wine value

chain, local/regional/national authorities and media

This controversial topic was discussed byrepresentatives of different stakeholders such as: LawyerJ. Busse (German Advertising Standards Council), Dr. S.Etgeton (Federal Consumer Protection Association), Dr.T. Holzer (Federal Ministry of Health, Department of theGerman Drug Commissioner), Dr. R. Nickenig (GermanWine Sector) and Prof. N. Worm (University forPrevention and Health Management, Saarbrücken,Germany). The meeting aimed at discussing theresponsibilities of various stakeholders with regards topreventing the misuse of alcoholic beverages withjournalists, members of professional organisations,members of parliament and several other influentialactors. It was an excellent opportunity to foster existingand to promote new partnerships.

Info


3,371 people considered as influential actors werereached through this activity.

3

4

5 Prevention of alcohol misuse Round table discussion: Binge drinking or Art de Vivre or is there anything in between?

http://www.vinetsociete.fr/repas-divin

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58

When? May 28 to June 3, 2012Where? BrusselsWho? WIM Aisbl Project cost: € 300 Target - audience? General Public and Professionals of

the Wine value chain

WIM was the official partner of the 1st Brussels WineWeek organized by the Brussels-Capital Region incollaboration with Vino Magazine, in the framework of ayear devoted to gastronomy (Brusselicious). WIM Aisblwas there to accompany and enhance the event with theWIM message, through leaflets and by creating ahyperlink of the WIM website, with the communicationtools of the event.

WIM has also passed the message to all specialisedwine shops and professionals participating in the 1st

Brussels Wine Week, raising their awareness onresponsible drinking and the risk of the harmfulconsumption of alcoholic beverages.

Info


When? Starting June 2012Where? In all EU (except France) - Evaluation (Spain,

Belgium, Sweden) Who?WIM Aisbl and the Ambassadors Companies

Moët Hennessy and its brands and Pernod RicardWine affiliate Domecq Bodegas

Target - audience? Consumers in general

Launched in June 2012, the objective of this pilot projectis to evaluate the impact of the voluntary labelling of theWine in Moderation WIM logo and website address onraising consumer awareness & significance on the WIMmessage and creating a link with a comprehensive sourceof information on Wine, Health and Social Aspects, thusWIM website.

The Ambassador Companies will carry the message ofmoderation where consumers are, making the WIM logovisible in bars, restaurants and the retail. The assessmentwill be conducted by the third Body Wine Intelligenceand will take place from June 2012 to March 2014. Thesurvey will take place in 3 countries (Spain, Belgium,Sweden) out of the 26 countries in Europe where theproducts with the WIM logo/web-address have beenplaced and will be conducted in 2 waves, with theparticipation of 3000 respondents/per wave. It willmeasure overall WIM awareness and ConsumerKnowledge of moderate and responsible drinking. Inaddition to the survey, an on-line poll has also beencreated to indentify and measure WIM website trafficsources, such as the labels.

Info


When? November 2011Where? Salon de Paris Who? Vignerons Indépendants de France

The Independent Wine Growers of France decided topromote moderation in a playful and original way.

They organise each year during the biggest Wine Fair inParis (more than 150,000 visitors), the “Golden SpitterContest” the contest of the best spitter. As spitting isnecessary for a quality tasting, this contest gave theopportunity for professionals and consumers to get ridof their stereotypes and complexes about wine tasting.

Info


The winegrowers teach the visitors how to spit and toexplore the wealth of the quality wines that they producewithout exceeding moderation guildelines.

In addition to the spittoons, alcotests are available onevery stand (1,000 exhibitors, 140,000 visitors) and themessage of moderation is displayed.

6 Cracheur d' Or (Golden Spitter Contest) 8 1st Brussels Wine Week

7 Pilot project on WIM website address labelling

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ART DE VIVRE TRAINING6.2

When? July 2012 - July 2014Where? Belgium, Spain, Greece, Italy, Germany,

France, Croatia Who?WIM, FEV, PENO, PANEPO, DWA, V&S, CCE,

University of SplitProject cost: €180,000

VET-Art de Vivre partnership launched in August 2012is a European funded project under the Leonardo daVinci partnership programme, with a 2 year duration andwith focus in the vocational and professional educationon the area of wine, health and social aspects.

Info


When? 2008 - OngoingWhere? Germany Who? DWATarget -audience?Wine related professionals

Info

As part of the Art de Vivre “life-skills” education pillar ofWIM, the DWA developed its own training programmeand tools for one-day seminars in wine-related VocationalEducation and Training establishments. The trainingprogramme includes 4 sections

• WIM programme, alcohol policy and legalframework;

• Health effects of wine & other alcoholic beverages;• Alcohol metabolism, drinking patterns and risks of

excessive consumption;• Conclusions: Guidelines for responsible wine

consumption.

Following the very impressive results of this trainingactivity during its first period 2008-2010, the programmewas sustained and further developed. During 2011-2012, more than 43 training seminars were delivered toall 15 wine-related professionals & sommelier schools aswell as universities reaching more than 1400 studentswho act as multipliers of the WIM message for the entiresector and for the benefit of the general public.

The Deutsche Weinakademie has developed anevaluation tool to assess the impact of its training


module: each student participating in the trainingseminar fills in a questionnaire before and after thetraining, to assess their level of knowledge and theeffectiveness of the programme. In addition, anotherrandom assessment is carried out one year after thetraining.

The results of the first 3 year pilot phase evaluationshow a considerable increase in knowledge amongseminar participants. This is the reason why theWIM seminar developed by DWA is now part of thetraining curriculum in wine related professionalschools.

Project Name: MH Training on Responsible Consumption

When? June 2012 – August 2013Where? Around the worldWho? Moët Hennessy Project cost: about € 200,000Target – audience: MH employees

Moët Hennessy designed a training on ResponsibleConsumption for its 6,500 employees around the globe(about 4,000 in Europe). This training, which had alreadyreached 1,221 people in March 2013 in Europe only, isfully aligned with the objectives of Wine in Moderationas it focuses on providing responsible drinkingguidelines, raising awareness of employees on thedangers of drinking and driving and the social andmedical impact of an inappropriate consumption ofalcohol. This training also allows for discussions around“best practices”. At the end of the training, employeesendorse the Moët Hennessy Commitment forResponsible Consumption. Wine in Moderation ismentioned during the training as one of the majorassociations to which Moët Hennessy is affiliated in thefield of social aspects of alcohol.

Info


1 LDV - VET Art de Vivre Partnership

2 WIM as part of the professional training curriculum

VET-Art de Vivre brings together 9 different actors ofboth the wider wine value chain and the VocationalEducation and Training (VET) area from 7 countries towork towards identifying market and training needs anddevelop common approaches in the area of wine, healthand social aspects, establishing new working links andimproving the quality of collaboration and professionaleducation offer.

The partnership is mapping both informal & formal VETinnovative ways, approaches, methodologies and willgather the results of this mapping in a database (DB) ofgood practices to support corresponding TNA & ECVETrecommendations.

3 Moët Hennessy – Responsible Consumption Training

http://www.artdevivre-edu.eu/

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62

When? 2003-2005 & 2008-2011Where? Italy Who? (organiser): Enoteca Italiana

The “Vino e Giovani” project of the Ministry ofAgriculture, Food and Forestry, in collaboration with theRegions and the Universities, was entrusted to EnotecaItaliana, and is now at its fourth edition, marked first bythe slogan “bevi poco per bere bene” or “drink little todrink well”, “per Bacco, guys!” and the current “Art deVivre”. 2003-2005 and 2008-2011 involved about 25,000young people under the age of 13 in 16 Italianuniversities and over 62,000 contacts on the web.

The message communicated to these young peopleincludes positive consumer awareness and supportsmoderate wine consumption by presenting wine in a newdimension. Wine represents indeed hidden history,tradition, culture of places, food and products of theterritories, as well as relations between people. The project“Vino e Giovani”, considers wine as a subject of study, andoffers to discover wine under new “formats”, for example:communication-oriented training purposes, based on aprogramme widely experienced in universities andarticulated in conferences, free tastings and tours,moments of entertainment, with the involvement ofpersonalities active in the world of music andentertainment.

Info


When? 2011-2013Where? Italy Who? (organiser): UIV

Several high schools have participated in the project“Wine in Moderation – Ascolta i tuoi sensi”, promotedby the UIV in synergy with the European programme“Wine in Moderation - Art de Vivre” and sponsored bythe Department of Youth of the City of Verona. Theproject, in line with the programmes of the EuropeanCommunity on the prevention of youth problems relatedto alcohol, aims to promote a conscious conduct indrinking through educational opportunities. Theeducational programme has been conceived anddesigned intentionally for young people and reliesheavily on the expertise of sensory analysis as a trainingtool capable of stimulating awareness as elements thatare the basis of a moderate attitude towards wine.

In March 2012, the project had already involved morethan 200 students from 9 different schools with over 100hours of classroom training. The programme alsoplanned to organise additional activities such as visits tolocal wineries, events in trendy places of the city,communication and promotion of the project throughnetwork television or other media. Thanks to the manyrequests received by UIV by the various participatingschools, several different training courses were createdon the basis of duration, the students’ skills and onspecific requests from the participating school.

Info


When? 2012Where? City of PortoWho? AEVPTarget -audience? Professionals of the Wine value

chain, general public

Elaboration of 300 Training Kits for the Portuguesemembers of the Wine in Moderation Programme. ThisKit encloses a 59-page brochure as well as a pen-drive(memory stick) containing relevant information to helpmembers implement the WIM Programme. Already 130companies have been reached by this activity with a totalcost so far of 6.000 €.

All the while elaborating a training kit for all Portuguesemembers of the Wine in Moderation Programme, AEVPhas developed a Pedagogical Centre of the Port andDouro Wines and the Wine in Moderation Programme inthe warehouses adjacent to its headquarters. The goal

Info


When? May-June 2012Where? Porto Pires de Lima SchoolWho? (organiser): Sogrape Vinhos Public Institutional

RelationsProject cost: €3,000Target - audience? Parent Teacher Association.

Info

In conjunction with the Porto Municipal School Depart-ment and the Parent Teacher Association of the Pires deLima School in Oporto, Sogrape Vinhos organised a se-ries of 3 seminars on how to “Be prepared to speak withyour children about alcohol”.

The Nutrition School of the University of Oporto cooper-ated with the project and the result was a 10 point Char-ter of how parents can support their children in relationto alcohol.

This project, which served as a pilot for future use byother PTAs, reached approximately 80 people. A fourcolour brochure “How to Speak with your Children aboutalcohol” was translated and published in Portugueseand was distributed to all participants (and on a widerbasis). Dr. Nuno Borges of the Nutrition School at theUniversity of Porto, a well-known expert in the field, wasinvolved in the project.


of the Centre, inaugurated in January 2013, and whichprimarily targets students, is to complement the servicesoffered by the Visit Centres of the Port Wine Cellars(www.cavesvinhodoporto.com) and to provide simpleand quality information about Port Wine and the Wine inModeration Programme. From videos, to posters andthe visit of wine cellars, the visitor is offered the occasionto travel through the history of Port Wine and the Winein Moderation Programme. At the end of the circuit,several interactive games (quiz & WII: one about PortWine, and another one about the Wine in ModerationProgramme) are available for the visitor to test theknowledge he has acquired during the visit.

ACIBEV, on the other hand, has organised severalconferences in 2012 among which: “A SustainableFuture with Moderate Wine Consumption” and“Business communication: Self-regulation orlegislation?” promoted the WIM program while raisingawareness knowledge and significance over the issuesof wine, health and social aspects and the WIM pillars.

4WIM Training - Structured Approach for Professionals and General Public

5 “Be prepared to speak with your children about alcohol”

6 Ascolta i tuoi sensi

7 Vino e Giovani


64

When? all year longWhere? On Moët Hennessy’s brands’ websitesWho? Moët Hennessy brandsTarget - audience? Consumers in general

In order to visit any of our brands’ webpages, visitorsfrom all over the world have to go through the age-gating page, to discourage underage people fromaccessing the website content. This page also bearsthe Wine in Moderation Message. Moreover, if theage condition is not fulfilled, visitors in the EU areimmediately redirected to the WIM webpage. Thisway, Moët Hennessy has triggered more than53.000 connections to the WIM website. This istherefore considered a very good way to raiseawareness about Wine in Moderation.

Info


SELF REGULATION6.3When? 2012Where? All Comercial ComunicationWho? Sogrape Vinhos MarketingProject cost: est. € 100,000Target - audience? Consumers in general

Sogrape Vinhos has implemented the WIM Self-regulation code in conjunction with the APAN Codeof Good Practices in Alcohol Communication in allof its communication and promotional material,resulting in the inclusion of the WIM logo and theauthorised Responsible Drinking Message in allcommercial communications. This is estimated tohave made over 9 Million impacts during 2012.

In addition to this in Portugal, Sogrape applies aCode of Good Commercial Practices covering Salesand Marketing by the national distribution company.

Info


When? 2009-...Where? SpainWho? Autocontrol, FEV and all WIM program membersTarget - audience? Consumers in general

On January 1st 2009 the “Self-regulation Wine Code”came into force in Spain in order to follow theimplementation of the European Wine CommunicationStandards (WCS).

The application of the code is mandatory for all FEVcompany members, as well as companies and entitieswho wish to follow them. All companies that undersignthe WCS, adhere to the values and principle of thestandard and bear the WIM logo and message in all oftheir commercial communications.

The verification and external control to guarantee theagreed measures has been entrusted to “Autocontrol dela Publicidad”, the national organization in Spain in chargeof self-regulation in advertising.

Today, nearly 1,000 companies within the wine businessfully apply and respect the Self-Regulation Wine Codein Spain, and the impacts of the WIM message can becounted per millions.

Info


1 Implementation of Self-Regulation in Spain

2 Self-Regulation by Sogrape Vinhos

3 WIM website available on Moët Hennessy brand’s website /direct pop up to WIM

65

http://www.moet.com

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When? June 18-22, 2012Where? Izmir, TurkeyWho? OIV Project cost: € 4,652Target - audience? Professionals of the Wine value

chain and Scientists

The OIV Scientific Congress gave the opportunity tointroduce the Wine in Moderation initiative to delegatesfrom all over the world.

U. Fradera (Wine in Moderation – more than socialresponsibility) presented the objectives of the WIMmovement and concluded that binge drinking is notcompatible with enjoyment and a healthy lifestyle. Thesuccess of the first phase of the pan European WIMprogramme showed that there is a lack of knowledgeand that education promoting moderate, responsiblewine consumption is critical to foster the cultural changeneeded to reduce alcohol related harm. Supporting andimplementing initiatives like WIM and educating wineprofessionals as well as consumers is not only a socialresponsibility of the wine sector, it is also an investmentfor the future to protect the cultural heritage of wine andits positive image.

Info


WINE INFORMATION COUNCIL 6.4

When? On GoingWho? Vin & Société/ AlcimedProject cost: € 55,000Target - audience? Professionals of the Wine value

chain, Local/regional/national authorities,Scientists and the Media.

To successfully follow the latest scientific evidence in thearea of wine, health and social aspects, Vin & Sociétéleads, with the support of an independent firm, Alcimed,a literature review on the effects of wine on differentchronic pathologies, cardiovascular diseases, metabolicdiseases (diabetes, obesity, metabolic syndrome...),neurodegenerative diseases (Alzheimer's, Parkinson's...),cancers, bone diseases, etc.

Info


Dr. C. Stein-Hammer (Wine in Moderation – Nationalimplementation of the European program with theexample of Germany, see annex) continued to explainhow the WIM initiative was implemented and evaluatedin Germany. After a pilot phase, WIM has beenestablished as part of the curriculum in the professionalschools where one whole school day – mainly in thesecond year of apprenticeship - is dedicated to the WIMproject.

She concluded with the evaluation results of theeducation seminar, which showed a significant increasein knowledge among the seminar attendees beingevident even one year after the seminar.

After the presentations, representatives from severalcountries expressed interest in joining the WIM initiative.

Approximately 650 people considered as multiplierswere reached through this activity, and 100 WIM flyerswere distributed.

Since September 2011, 869 publications have beenidentified in Pubmed's database on wine, alcohol andhealth. 99 studies were selected at the end of a firstanalysis (excluding studies in vitro, for instance, or studieswhich did not specifically focus on wine, alcohol andhealth). Summaries of these 99 studies were carefullyread and the analysis was completed by a more detailedstudy of 18 publications.

This study is shared with journalists once a year and apress release is sent. The results are also used to updatethe Memento “Wine & Health” disseminated 5,000 timesin 2012 to wine regions and professionals. A pressconference, which presented the results, was organisedin December 2012. Following this press conference, 10press articles were published.

The Wine Information Council (WIC) is one of the threepillars of the WIM program. WIC acts as the focal pointof credible scientists and research centres on health,social and cultural aspects of wine drinking, committedto promote moderation and responsibility in theconsumption of wines.

The Wine Information Council was established inresponse to the need for broader dissemination ofresearch on the health, social and cultural aspects ofwine drinking in Europe

To fulfill this objective the WIC maintains a web portal withan on-line comprehensive database, communicatesobjective and unbiased science based information andactions and organizes scientific events. Taking into accountthe growing needs of the WIM program and demand tooptimize tools, WIM Aisbl with the support of the WICscientific advisory group, has undertaken on 2012 anexercise to refresh and update the WIC Communicationtools.

The restructuring of WIM website aimed to support thedevelopment and the communication of WIC activitiesand to increase their impact among professional andlarger audiences.

The new http://www.wineinformationcouncil.eu websitewas delivered in the beginning of 2013 and today all WICstakeholders can use the WIC website as a focal point forthe robust science based information and exchange ofknowledge and to keep updated with the latest scientificnews on the area of wine, health and social aspects.


1 New WIC website

3 Memento “Wine & Health”

2 WIM presentation at the OIV Congress

When? 2012Who? WIC - WIM AisblProject cost: € 6,000

Info

http://www.wineinformationcouncil.eu

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When? September 27, 2012Where? National Prevention Congress, Dresden Who? DWAProject cost: € 6,150Target - audience? Physicians and health professionals

as high quality multipliers for the general consumers.

With scientific symposia, the Deutsche Weinakademieinforms physicians and other health professionals (highprofile multipliers) competently about “Wine, health andsocial aspects”. This professional group was purposelychosen as the primary target group since they have thescientific background to understand and evaluate theresearch data and inform their patients (consumers)profoundly about the benefits and risks of wineconsumption.

Prof. N. Worm, a well-known scientist, explained thataccording to the latest scientific evidence, moderatewine/alcohol consumption significantly reduces the riskof the metabolic syndrome, diabetes and lowers thecardiovascular and total mortality. He concluded thatbased on these results, moderate wine consumption canbe part of a healthy lifestyle.

Psychologist Dr. W. Settertobulte, a well-known opinionleader, presented data, which show that even though thealcohol intake of young people is decreasing, the age ofthe first drink is lower than ever before and a binge-drinking pattern of mostly spirits is predominant. Themain objective of young people is to get drunk. Basedon this evidence, he explained that the preventionstrategies are also changing, away from not drinking anyalcohol at all to strategies promoting a responsible andsafe use. Such strategies are more real in the life ofyoung people and increase the credibility of alcoholprevention strategies.

The combination of speakers – one with a medical andthe other with a sociological background – was quiteunique and the 60 health professionals present at theworkshop engaged in an animated discussion.

Leaflets and brochures were disseminated, andexperienced a rather large press coverage (1,491 mediacontacts, article in AIM newsletter, TV interview with Prof.Worm, WIC newsletter, VINOMED and Der Tagesspiegel).

Info


BUILDING PARTNERSHIPS 6.5

When? May 2012Where? Brussels - EU wide Who? WIM & HOTRECTarget -audience? Professionals, General Public

A Memorandum of Understanding between HOTRECand Wine in Moderation was signed to motivate andfacilitate members of HOTREC, on a voluntary basis, toestablish partnerships at national / local level withrepresentatives of the WIM programme and join forcesto identify areas of cooperation for promotingresponsible drinking among professionals andconsumers.

By signing this partnership agreement both associationsstrengthen the implementation of their commitmentstowards the European Alcohol and Health Forum(EAHF).

Building on the already very successful collaboration ofFEV and FEHR, the relevant association from both sidesin Spain, in 2012 the MoU brought together the relevantassociations from Portugal, Belgium and France toexplore possible ways for collaboration and developingaction to promote responsibility and moderation tobroader audiences.

Info


When? September 2011Where? Brussels Who?WIM & Friends of GlassTarget -audience? General Public, Professionals

On 2011 and looking forward to enlarge the reach of theWIM message in the wider wine value chain, WIM hassigned a MoU with the Friends of Glass.

As part of the WIM partnership with FEVE and Friendsof Glass (FoG), WIM has supported the FoG's Facebookrecycling game called “Pass the Bottle". The Pass theBottle Campaign uses a Facebook game to bring peopletogether to play and learn about environmental andsocial responsible behaviour in a funny and rewardingway and the “Wine in Moderation, Art de Vivre” messagewas featured in the campaign to spread the word aboutdrinking responsibly. The message was seen bythousands of visitors and with millions impacts bydifferent online and offline tools.

In addition, WIM and FOG have engraved more than 200glasses with their logo and pointing the limit of themoderation consumption in the glass.

Info


4 The role of wine in prevention – from a medical perspective and a sociological perspective

1 WIM & HOTREC

2 WIM & Friends of Glass: Pass the bottle

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Through its direct contacts with private companies,which have a strong wine identity, Moët Hennessyhelps build Wine In Moderation’s awareness on thelong term. The objective is to make of Wine inModeration the number one reference regarding wineand moderation at European level.

Moët Hennessy has supported and continues tosupport, through its affiliation to other associations,partnership dialogues between WIM and theseassociations, to expand WIM’s membership.


When?When? 11 October 2011Where? Brussels – European Committee of the Regions Who?WIM & Euro-Toques

Repeating the success of 2007 and 2008, the officialreception of the Open Days was organised by Euro-Toques,the European Community of Cooks. It was held at the headoffice of the Committee of the Regions, in Brussels, on the11 October, and was the chance for the chefs to promotequality, artisanal, local, traditional and flavoured foodproducts.

Euro-Toques and the Comité Européen des Entreprises Vins(CEEV), which represents the wineries and wine businessin the European Union, worked in collaboration to enhancethe European culinary heritage and the quality and diversityof the European gastronomies. While top Euro-Toques chefsproposed specialties from their respective countries, CEEVprovided quality wines from 13 regions of 6 countries,matching each of the menus proposed by the chefs. Thereception was also the chance to present the Wine InModeration, Art de Vivre Programme, underscoring how ourgastronomy and our wines enjoyed responsibly are anintegral part of the European life and culture.

Info


"A Copo!" (Wine by the Glass) programme launched bythe by ViniPortugal (the national wine promotionagency) in Lisbon and Oporto allows consumers tochoose the style of wine they want to try, and drink it inthe measure that is right for them, without beingcommitted to ordering a full bottle when they would likejust a glass. The programme facilitate and encouragesthem to be moderate and really enjoy the choice.

Sogrape Vinhos cooperated with the national winepromotion agency – Viniportugal – in the “Wine by theGlass” events in Lisbon and Oporto, sponsoring a teamto distribute WIM information and offer voluntarybreathalyzer tests to people in restaurants and winebars. The team invited consumers in restaurants and inthe street to test their alcohol levels after tasting thewines they had selected while spreading the WIMmessage and raising awareness on the risks of abusiveconsumption of alcoholic beverages.

Approximately 400 people were reached and 500 WIMleaflets were handed out. This activity was reported inthe press by “Revista do Vinho”, Portugal’s leadingwine magazine.


3 WIM and Euro-Toques: an Alliance between Gastronomy and Wine 4 ViniPortugal - Sogrape Vinhos: “Vinho a Copo!”

5 Moët Hennessy

When? May 2012Where? Lisboa - OportoWho? Viniportugal & SograpeTarget -audience? Consumers in general

Info

Euro- Toques


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END NOTEFUTURE PERSPECTIVES7It is always impressive when you look back and realisehow far your steps have taken you.

This report acts as window to our two years’ journey andgives us the opportunity to share, our WIM - art de vivrestories and achievements with you.

No matter how proud we are for the steps forward andthe great results, there are many challenges yet in frontof us. We are committed to continue and to go further,increasing impact and making WIM even more relevant.

With more partnerships, by spreading the message andincreasing knowledge and while improving selfregulation, we are looking to further expand the WIMprogramme and its impact.

While discussions to build partnerships and to carry outWIM implementation in new countries are underway, ournew WIM members Bodegas of Argentina and AustrianWine Academy that joined the programme in thebeginning of 2013 , are already planning WIMprogrammes and actions to be launched in theupcoming months.

The major scientific event of WIC planned for the end of2013 will help us reflect on the latest scientific evidenceand understand the puzzle of drinking guidelines andhow to address moderation to consumers.

The evaluation results of the WIM projects andcampaigns will provide us the impact assessment of ouractions and will empower us with the necessary insightto better plan future actions and the renewal of the WIMcommitment in 2014.

For our steps forward WIM is looking to all those that arewilling to secure responsible & moderate wineconsumption patterns as a social and cultural norm andcontribute in the reduction of harm from the abusive useof alcoholic beverages, to support our efforts to spreadthe wine in moderation – art de vivre message worldwide.

Published by: Wine in Moderation · Avenue des Arts, 43 B-1040 Bruxelles · Belgique/Belgium · www.wineinmoderation.eu Contact: [email protected]

Produced by: Manululu Comunicación · [email protected] Direction: Manululu Art direction: Ideotas · [email protected]

http://www.ideotas.com

Wine in Moderation - Art de Vivre (WIM) Aisbl

Avenue des Arts, 43B-1040 Bruxelles (Belgique/Belgium)

www.wineinmoderation.euwww.wineinformationcouncil.eu

[email protected]

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