Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires...

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Welcome to the Workshop Strategic life-cycles: Leading your association from start-up to maturity Stylianos Filopoulos Director

Transcript of Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires...

Page 1: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Welcome to the Workshop Strategic life-cycles:

Leading your association from start-up to maturity

Stylianos FilopoulosDirector

Page 2: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

FOR A

SUSTAINABLE

WINE CULTURE

THAT INSPIRES

HEALTHY LIFESTYLES

& WELL-BEING

Page 3: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption
Page 4: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

A mosaic of national programmes & actions

Page 5: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

How to unite a fragmented and diversified sector ?

• A challenge

• A handful of visionary leaders

• Resources to start with

• An easy message that speaks to everyone

• Something to be proud of !

Page 6: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

THE CHALENGE

European Alcohol & Health Forum (2007)

The EU’s Alcohol and Health Strategy cornerstone for action

A platform for all stakeholders that are committed to contribute to the EU Strategy with tangible and measurable action.

Threat or Opportunity ?

Page 7: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

A handful of visionaryleaders

Resources to start with

How to unite a fragmented and diversified sector ?

Page 8: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Wine in Moderation

An easy message that speaks to everyone

Art de Vivre =

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Understand the wine you drink: knowing where its unique character comes from, makes drinking all the more pleasurable.

Drink slowly: take the time to savour the wine’s distinctive taste.

Accompany wine with good food: alongside a glass of water.

Appreciate wine with good company, friends and family.

Be sensible, avoid excess

Enjoy wine to its fullest

Page 10: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Wine consumption requires maturity: underage individuals should not drink.

Pregnant women should avoid consumption of alcoholic beverages.

Avoid drinking if you drive

RESPONSIBLE DRINKING

IN CERTAIN SITUATIONS AND AMONG PARTICULAR POPULATION GROUPS, ALCOHOLIC BEVERAGES SHOULD BE AVOIDED

Page 11: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Something to be proud of !

“The campaign literature is informative. It's colourful. It's appealing. It gets across important facts about the dangers of heavy drinking – without taking a "preaching" tone of the sort which might encourage rather than discourage an irresponsible approach to alcohol. It also gets across the point that wine is a "health issue" in a positive sense, not just a negative sense.

“Wine in Moderation, Art de Vivre” is 1 of the 5 good examples of commitments (among a total 108 commitments submitted by 60 stakeholders...)“A programme that combines mobilisation, development of self-regulation of commercial communications and moderation education directed to the general public

“Wine in Moderation Programme is a great success because it demonstrates that the entire industry is ready to take certain responsibilities and I am looking forward to a continuous cooperation with you”

Mariann Fisher BoelDG AGRI Former Commissioner,Programme launch18/03/2008.

Robert Madelin, Former DG SANCOOpen EAHF, 30/04/09

Paola Testori Coggi, Former DG SANCO WIM Aisbl launch Conf. 24/11/11

Page 12: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

That’s good but what next

The Point of no return

Page 13: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

How to move from a policy commitment to a worldwide movement ?

Page 14: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

How to move from a policy commitment to a worldwide movement ?

• Strong Values to allow both flexibility and credibility

• Structure

• Change from advocacy to action

• Motivated people

• Critical Mass

• Accountability

• International Brand

Page 15: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption
Page 16: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Optimize Structure

1 COORDINATION

2 ACCOUNTABILITY

3 GROWTH

GOVERNANCE MISSIONS

The WIM Association is the international association, founded in 2011 by wine sector associations and leading wine companies, that centrally coordinates the Wine in Moderation Programme and expands its reach and impact throughout the world.

Est. 2011

Page 17: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

People

The people are your ambassadors.

They must find meaning & associate with the message.

They must be empowered and motivated to do so

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Critical Mass

0

2

4

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16

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2011 2012 2013 2014 2015 2016 2017

WiM association Members, Observers & Partners

Effective Observers Partners

Page 19: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Accountability

Wine in Moderation–Art De Vivre Commitment 2011-2013 Monitoring Report to EAHF reached excellence by receiving the highest possible score of 100% from the EAHF external evaluators

Monitoring the EAHF-Mileu Ltd: Annual report 2014 –individual feedbacks

Page 20: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

Challenges Ahead

How to achieve social responsibility aims & motivate action ?World is a big place with huge diversity;

The Wine Business Ecosystem is vast and fragmented

• How to face the success paradox ?

• Who is the valued customer? What is the value proposition ?

• How value is created and how is captured ?

Page 21: Welcome to the Workshop · 2017. 6. 12. · Enjoy wine to its fullest. Wine consumption requires maturity: underage individuals should not drink. Pregnant women should avoid consumption

THANK YOU !

[email protected]