wine in moderation. implementation report 2011/2013

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

1. ABOUT ........................................................................................................................................................................................ 41.1. WIM PROGRAMME...........................................................................................................................................................41.2. WIM AISBL...........................................................................................................................................................................41.3. REPORT 2011-2013 ..........................................................................................................................................................4

2. ALCOHOL AND HEALTH POLICY & STRATEGY ............................................................................................................ 62.1. THE EU STRATEGY ON ALCOHOL-RELATED HARM .............................................................................................62.2. THE EU ALCOHOL AND HEALTH FORUM.................................................................................................................62.3. EVALUATION OF THE EU STRATEGY AND THE EAHF ..........................................................................................62.4. A COMMITMENT OF THE WINE SECTOR .................................................................................................................72.5. MONITORING THE ACTIONS OF THE FORUM ........................................................................................................7

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

4. WINE IN MODERATION COMMITMENT ......................................................................................................................... 104.1. WIM 1ST COMMITMENT PERIOD 2008-2010...........................................................................................................134.2. POINT OF NO RETURN.................................................................................................................................................164.3. WIM 2nd COMMITMENT PERIOD 2011-2013 ...........................................................................................................16

5. WINE IN MODERATION-ART DE VIVRE ASSOCIATION (WIM) AISBL ................................................................. 175.1. DEDICATED RESOURCES & OPTIMISED STRUCTURES....................................................................................175.2. MEMBERSHIP .................................................................................................................................................................195.3. WIM AISBL ACHIEVEMENTS 2011-2013 ..................................................................................................................22

6. WIM ACHIEVEMENTS 2011/2013..................................................................................................................................... 266.1. OVERVIEW 2011 - 2013 .................................................................................................................................................276.2. AUSTRIA - AUSTRIAN WINE ACADEMY ...................................................................................................................346.3. FRANCE - VIN ET SOCIÉTÉ .........................................................................................................................................366.4. GERMANY - DEUTSCHE WEINAKADEMIE (DWA).................................................................................................386.5. ITALY - UIV & FEDERVINI ...............................................................................................................................................406.6. PORTUGAL - AEVP & ACIBEV.....................................................................................................................................426.7. SPAIN - FIVIN & FEV........................................................................................................................................................446.8. ARGENTINA - BODEGAS DE ARGENTINA..............................................................................................................466.9. CHILE - VINOS DE CHILE..............................................................................................................................................486.10. ACTIVITIES IN OTHER COUNTRIES ..........................................................................................................................506.11. WIM AMBASSADOR: MOËT HENNESSY.................................................................................................................586.12. WIM AMBASSADOR: PERNOD RICARD WINE AFFILIATES ...............................................................................606.13. WIM AMBASSADOR: SOGRAPE VINHOS SA.........................................................................................................62

7. SUCCESS STORIES............................................................................................................................................................... 647.1. SPREADING THE WIM COMMON MESSAGE ........................................................................................................647.2. INCREASING KNOWLEDGE ........................................................................................................................................707.3. SELF REGULATION ........................................................................................................................................................747.4. WINE INFORMATION COUNCIL..................................................................................................................................767.5. BUILDING PARTNERSHIPS .........................................................................................................................................79

8. EVALUATION & DISSEMINATION ......................................................................................................................................828.1. EVALUATION: IMPACT AND OUTCOMES................................................................................................................828.2. DISSEMINATION..............................................................................................................................................................85

9. END NOTE ..............................................................................................................................................................................86

ANNUAL REPORT 2011/2013

INDEX

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da Vinci‘s Life Long Learning programme, providing apositive base for structured vocational education andtraining within the next commitment, while the need fortransparent science based information was addressed inthe 2nd Conference “Wine in Moderation: From Science toArt de Vivre” organised by the Wine Information Councilin Brussels.

These performance highlights were registered in the reportsubmitted to the European Alcohol & Health Forum for the2011-13 Commitment period.

In summary, this commitment made by the wine filière toimplement WINE IN MODERATION remains very muchalive and active, with yet a renewed commitment made tothe EAHF, and further interest expressed by countries inEurope and around the world. We firmly believe that WIMwill continue to expand, bringing the message ofmoderation and responsibility to consumers and changingthe way that people approach alcohol.

George T. D. SandemanPresident

Wine in Moderation - Art de Vivre Aisbl

WINE IN MODERATION - ART DE VIVRE

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FOREWORD

Wine in Moderation–Art de Vivre (WIM) Aisbl, thenon-profit association created in November2011, organised the European wine sector in the

fight against alcohol-related harm.

With a goal to defend the culture of wine, its people, itsterritory, and its moderate consumption, in asocioeconomic environment which permits thesustainable development of responsible businesses, theWine in Moderation-Art de Vivre programme hasprogressed significantly, despite the difficult economicconditions, and the members of WIM Aisbl have remainedcommitted to the aims established at the outset. This 2011-13 report records the actions of the wine filière to achievea balanced approach to consuming alcohol.

The WIM programme aims to educate consumers,reaching a broad base of wine drinkers, with the WIMMessage of moderation and responsibility in the way theyenjoy wine and approach alcohol in their day-to-day lives,thus provoking a desired cultural change in their attitudeto consuming alcohol.

WIM encourages self-regulation in the communication,marketing and sales of wine, as well as the enforcementand monitoring of existing legislation, while upholding thatnew legislation should be based on peer-reviewed science.

The high profile “Quien Sabe Beber, Sabe Vivir”programme in Spain has captured the imagination ofmany consumers, while the more targeted programmesin Austria, Germany, Italy and Portugal, and the parallelproject in France, actively promote the spirit andmessage of WIM. All actions are aimed to achieve theprogramme’s objectives.

The expansion of WIM outside of Europe, to Argentina andChile, is a clear sign that the moderation message isrecognised, and we look forward to welcoming additionalparticipants over the next three years.

The welcome creation of partnerships with relatedorganisations - HOTREC, Friends of Glass and RECEVIN- has permitted the expansion of national links outside ofthe immediate wine filière with positive effects in terms ofreaching consumers.

During 2013, WIM Aisbl launched a new consumerwebsite and led the development of a professionaleducation partnership within the sphere of the Leonardo

June 2014

ABOUT

1.1 WIM Programme

The Wine in Moderation – Art de Vivre (WIM) programmeofficially launched in 2008 as the wine sector's contributionto the European Commission's EU Alcohol and HealthForum (EAHF), within the framework of the EU strategy tosupport Member States in reducing alcohol-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 community to promoteresponsibility and moderation.

This single, common programme is centrally coordinated,but has been designed to be easily adapted into localneeds and demands respecting cultural diversity andregional identities.

1.2 WIM AISBL

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

Today, WIM Aisbl is growing rapidly, spreading the Winein Moderation – Art de Vivre message beyond theframework of the European Institutes and the EUgeographical borders and establishing the WIMprogramme as the common global wine sectorcommitment, securing responsible and moderate wineconsumption patterns as a social and cultural norm.

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

While WIM Aisbl acts as the overall coordinator,providing guidance and expanding the WIM programmein new countries, national WIM coordinators are the keyactors in planning, implementing and reporting activitiesin their respective countries. The WIM Ambassadors areleading wine companies and members of WIM who setthe example and support action at national andinternational level.

1.3 Report 2011-2013

The WIM Programme is founded on the values ofaccountability and transparency.

This Implementation Report 2011-2013 is built onprevious years’ reports and presents, in acomprehensive and accessible manner a detailedunderstanding of the programme’s activities and results.This report is designed to show our achievements at anational and international level over the last three years.

Key performance indicators (KPIs) were establishedthrough the WIM Programme - Commitment to theEAHF. Performance is measured against theseindicators and reported to the EAHF annually. Eachannual report is assessed and evaluated by theEuropean Commission’s External Evaluators.

Previous implementation reports can be found on theWIM and EAHF websites. Restrictions and limitations doapply in such a wide reporting exercise.

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ALCOHOL AND HEALTHPOLICY & STRATEGY

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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 adoptedin October 2006 a specific EU Strategy to supportMember States 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. It also 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 in 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.

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. This forum provides acommon platform for all interested stakeholders thatpledge to step up actions relevant to reducing alcohol-related harm, notably in the following areas:• strategies aimed at curbing underage 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 an EU-wide approach to address commonissues, a shared evidence base, mobilisation and actionby stakeholders in relation to common objectives andsupport of the Member State’s 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 designing, monitoring andevaluating the commitments).

The current EU Strategy is expected to continue with thesame priorities for the time being, areas for action andtools, including the EAHF. Notwithstanding, in thisframework, an Action Plan focusing on Youth drinkingand heavy episodic drinking is being prepared byCNAPA, and is aimed at strengthening the work in somespecific areas of harmful alcohol consumption, andmobilising further concrete action by the different actors

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)

(European Commission, Member States, Stakeholdersincluding economic operators, academia, etc.) in orderto address these acute challenges and to support theEU Strategy. This Action Plan, which is intended to becomplementary to the EU Strategy, will be defined andimplemented between 2014 and 2016.

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 and

achievements. The design, development, disseminationand implementation of the WIM Programme by CEEV/COPA-COGECA/ CEVI are the wine sector'scommitment to the Forum.

2.5 Monitoring the Actions of the Forum

Monitoring voluntary commitments is at the heart of theForum's philosophy. Defining objectives, reviewingprogress along the way and evaluating the effectivenessof actions are essential to building trust amongstakeholders and to encouraging meaningful andaccountable actions.


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


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The history of wine spans thousands of years andits past is inextricably linked to the evolution ofagricultural practice and civilisation. Over this time,

wine, and its role in society, has evolved, changing froman important source of nutrition to a cultural complementto food and conviviality compatible with a healthy lifestyle.

Even with such an evolution, this enduring culturalsymbol has retained its associations with gastronomy,quality and company.

Reflecting a savoir-vivre, complementing culinarytradition, wine naturally lends itself to moderation. Itsinherent attributes also promote responsibleconsumption; it is only in the savouring of the productthat the unique qualities are revealed.

The wine sector and its individual elements make aninvaluable economic, social, agricultural andenvironmental contribution. Wine regions across theworld produce a gamut of diverse product and supportlocal and regional economic health. Technologicalinnovation has offered better control of the productionprocess improving quality contributing to the productionof wines suited to contemporary consumers' palate.Today, with the overall consumption of wine declining,consumers increasingly choose higher quality wines tobe enjoyed in moderation as part of a modern,sustainable and healthy lifestyle.

However, in contrast to the inherent culture of wine, manycountries are experiencing concerning trends in alcoholmisuse, especially related to so-called binge drinking andamongst a particular socio-economic and age group, withmajor health, judicial, economic and social implications.

Despite the differences in consumption witnessedworldwide, studies show moderate consumption of wineremains the norm; only a minority of people misuse thehigh-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 winemust include a common stakeholder commitment toensuring that responsible and moderate drinkingremains the social norm.

WINE: A CULTURE OFMODERATION 3

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“Responsible and moderateconsumption of wine must be promoted: wine isonly appreciated to itsfullest in moderation.”

Wine is an agricultural product and viti-viniculture plays an integral role in societiesacross Europe and the globe. Vine and wine

growers, wine cooperatives, small wineries and biggerwine companies are actively participating in localsocieties, contributing to their economies, culture andenvironment, supporting sustainable development.Sustainability and the promotion of sustainable living isthus integral 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 on this wealth of largely beneficial actions.

With the opportunity offered by the EU Public Healthpolicy, the adoption of the European Commission's EUStrategy to support Member States in reducing alcohol-related harm in 2006 and with the firm intention topromote responsible and moderate wine drinking as asocial and cultural norm, the whole European winesector (CEEV, COPA-COGECA, CEVI) united. In 2008,this collaboration saw the launch of a comprehensivepan-European programme called "Wine in Moderation -Art de Vivre" (WIM) in the framework of the EuropeanAlcohol and Health Forum.

The Wine in Moderation commitment - programme waslaunched to support initiatives that seek to reduceharmful alcohol-related behaviours in Europe, and, at thesame time preserve the cultural, environmental andeconomic place of wine in European society, noting 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 moderate consumption.

• 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 the idea of “best practice” and should beadapted and emulated wherever possible.

• Efforts to promote moderation should be based onsound research that includes social and culturalaspects: existing and future research should becollated and analysed at EU-level to develop ascience-based evidence of what works.

The WIM programme has been designed to achieve thefollowing objectives:

Wine, only appreciatedin moderation

“ART DE VIVRE” INFORMATION–EDUCATION PROGRAMMES

Encourage cultural changeInform on risk of abuse and misuse

Wine in moderation as part of healthy lifestyle

WINE COMMUNICATIONSTANDARDS

WINE INMODERATION

MESSAGE

Self-regulationInducing moderation and responsibility

WINE INFORMATIONCOUNCIL

Share “best practices”Scientific information & research


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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 practices 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 of each Member State are different, theprogramme was designed to adjust to local and culturalneeds. The range of priorities, intensiveness of resource-

use and modalities of activity implementation can varyfrom one Member State to another, depending on thelocal contexts, structures and resources.

PROGRAMME ARCHITECTURE

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

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* 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!

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KEY MESSAGEGUIDE TO A MODERATE CONSUMPTION OF WINE


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The 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 a European andnational level and developing and adjusting thenecessary tools and approaches.

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

The achievements can be summarised as follows:

Objective 1 A common moderation message for the entiresector

The first objective of the WIM programme was to unitethe wine sector around a single common message thatspeaks to all European wine consumers, irrespective oforigins, generations and genders, regardless of whereand when they consume wine. This message had to bedesigned in a simple yet powerful manner and besupported by the entire wine sector.

In spite of a fragmented EU wine sector, the WIMprogramme has been able to mobilise a critical mass ofleading organisations at EU, national and local level andengage them in the effective design of, and support for,a joint message. This WIM common message has beencreated and translated into 7 languages, adjusted wherenecessary to local audiences, cultures and needs and issupported by a suite of communication materials andtools (websites, spots, logos, slogans, posters, leaflets,banners, etc.). Guidance and training was provided toensure that national members and other actorscirculated the message in the spirit in which it wasintended.

By the end of 2009, the dissemination of the commonmoderation message reached all the key sectorassociations and professionals and their constituenciesin each participating country. A multi-media platform wasused for dissemination including website, othercommunication tools, and a myriad of presentations,meetings and events led by the co-owners, theassociated partners and the key contact pointorganisations in Member States.

During 2010, the dissemination of the "WIM" messagewas significantly boosted; in particular at national level,reaching broader audiences among the wine valuechain professions but also among wine consumers andthe general public, through specific media or genericcampaigns linked to the Wine in Moderation-Art de Vivremessage (i.e.: TV or cinema spots in Italy, Portugal andGreece) or/and the insertion of the WIM logo and taglinein wine companies’ commercial communications.

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 - to inform, educate andraise awareness on harmful consumption to support asociety-wide understanding of appropriate consumptionpatterns.

Education and information are central to the promotionof the moderation message. Activities include:• Active education of industry and consumers to

encourage cultural change in their approach toconsuming alcoholic beverages: making moderationfashionable;

• Educating consumers, who appreciate wine, to do somoderately, responsibly and as part of a healthylifestyle;

• 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 and approaches were developed andtranslated into different languages.

The implementation of the "Art de Vivre" education hasfocused on the training of professionals and partners inthe wine value-chain. This was prioritised noting the roleof this cohort and the potential for them to play the roleof first ambassadors and multipliers of the WIM messageto the public.

In 2009, a number of valuable training initiatives,targeting either wine companies' staff or professionalschools were launched, in particular in Germany, Italy,Portugal, and Spain.

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

4.1


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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.

In April 2009, a central WIC online database tool waslaunched. Publically available, the database is developedand is updated under the supervision of a scientificadvisory board. It gathers relevant studies on the health,social and cultural aspects of wine consumption. Thisliterature is freely available 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 improvingcooperation between existing national relevantorganisations.

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 communications 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 establish 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 andimplications of the WCS, and informing the nationalfederations and their member companies of appropriatepractical steps that would facilitate the implementationat local level. Guidelines on how to use the message ofmoderation and responsibility in the consumption ofwine were established and made available to all on theWIM website.

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

INFORMATION& EDUCATION

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BESTPRACTICES

04WIM COMMON

MESSAGE

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SELF-REGULATION

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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 members, 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 organisations acrossEurope have gathered under

one umbrella platform toexchange and discuss: theWine Information Council.

One single onlinedatabase, 860 scientific

articles, 17 monthlynewsletters with a total

distribution of

16,000.

87 “Art de Vivre” trainingprogrammes were deliveredto consumers and wine-related professionalsincreasing knowledge onmoderate/responsibledrinking patterns.

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 threeadditional years (2011-2013), with an updated priorityfocus, objectives and KPIs, addressing the growingexpectations that the programme's success hadcreated.

Recognising the role of the wine sector as part of theEuropean Cultural Heritage, the success of theprogramme and its contribution to the objectives of theEuropean Alcohol & Health Strategy, the EuropeanCommission's recommendation was to further developthe WIM programme in more countries, to reinforceconsumer information activities and go beyond theexisting activities extending the presence of the WIMlogo via packaging, restaurants, retail, media, where

problems may be found and where its existence makesa difference.

Therefore noting the successful structure of theprogramme, the focus of this renewed commitmentturned to consumers, looking towards delivering broadinformation campaigns, increasing accessibility tocomprehensive and science-based information, buildingpartnerships with relevant stakeholders, engaging withopinion leaders, and educating professionals.

In addition, high importance was given to measuring theimpact and outcomes of the programme’s activities.

To successfully meet the challenges of the renewedcommitment and its ambitious objectives, the sectordecided to optimise WIM's tools and structures andinvest in actions measuring its impact.


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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 were united in the development of a holistic andcomprehensive programme to promote responsibilityand moderation in wine consumption.

In 2010, at the end of 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, andthe wine sector came to the clear conclusion that theWIM commitment and programme should bepursued and perpetuated.

Despite the particularly difficult economic conditions,the European wine sector unanimously decided torenew its commitment to the European Alcohol andHealth Forum with even more ambitious targets. It wasdecided to further enhance the programmeimplementation and scale up actions to:

• ensure the continuity and effective implementation ofthe WIM commitment by the wine filière vis-à-vis therelevant EU and international authorities;

• 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, increasingtheir awareness and knowledge of the Wine inModeration – Art de Vivre message;

• increase the implementation of self-regulation incommercial communications within the wine valuechain;

• strengthen the Wine Information Council and increasethe dissemination of objective and science-basedinformation about wine & health and social aspects;

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

WIM 2nd COMMITMENT PERIOD2011/2013BUILDING ON THE SUCCESS: THE WAY FORWARD

POINT OF NO RETURNTIME FOR THE NEXT STEP FORWARD

4.2

4.3


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Following the successful initial outcomes, and thecommitment of the European Wine sector to pursueand perpetuate the WIM programme, dedicated

financial and human resources and purpose-developedtools and structures were required.

After a period of consultation and analytical planning, in2011, the European wine sector founded the non-profitassociation “Wine in Moderation – Art de Vivre (WIM)Aisbl” to coordinate the European and internationalimplementation and development of the WIM Programme.

WIM Aisbl's vision is tosafeguard moderate andresponsible wineconsumption patterns associal and cultural normsby spreading the WIMmessage in Europe andbeyond

The membership of WIM Association (WIM Aisbl) includesboth Effective Members and Observers. While the WIMAisbl acts as the overall coordinator, providing guidanceand expanding the WIM programme in new countries, thenational association members (Effective & Observer) arethose implementing and reporting activities in theirrespective countries.

The WIM Ambassadors, leading wine companiescommitted to WIM’s goals, set the example and supportaction at national and International level.

DEDICATED RESOURCES & OPTIMISED STRUCTURES

5.1

WINE IN MODERATION-ART DE VIVRE ASSOCIATION(WIM) AISBL

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WIM VALUES The WIM Aisbl Code of Ethics has been developed withreference to 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 evidence and knowledge,therefore, seeking continuous learning and improvement.

Transparency & Accountability WIM Aisbl is friendly & open to share ideas and evaluate& report WIM & WIM member’s actions.

WIM MISSIONSWIM Association is responsible for the coordination anddevelopment of the WIM Programme. During therenewal period of the WIM commitment 2011-2013, WIMAisbl was appointed with three 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 to the consumer by using apositive message to reinforce the link of Art de Vivrewith responsible and moderate drinking patterns, byexplaining to the consumer that wine, a key ingredientof European cultural and gastronomic heritage, canbe part of a healthy modern lifestyle only whenenjoyed in moderation.

Consumer Information Evaluate the impact of the WIM logo labelling on wineproducts in bringing the WIM message closer to theconsumer.

3. WIM AWARE Enhancing awareness and knowledge of WIM amonginternational stakeholders (through various events,partnerships, etc.) creating an international, vibrantnetwork to support art de vivre and promoteresponsibility and wellbeing.

FUNDING - CONTRIBUTIONS WIM Aisbl is a not-for-profit organisation and membershipfees fund necessary resources enabling the functioning ofthe Association. Other revenue sources include theEuropean Union, service fees and sponsorships.

Effective Members

The WIM Association has three Effective Membershipcategories.

CEEVThe first category is constituted by CEEV, therepresentative body of the European wine industry, ownerof the WIM commitment and the driving force of the Winein Moderation-Art de Vivre (WIM) Programme during thewhole 1st commitment period.

The role of CEEV in the creation and establishment of theWIM programme and the subsequent association wasfundamental and it remains one of the main members ofthe organisation. CEEV actively guides and supports thedevelopment of the WIM programme together with allother WIM members.

EU National AssociationsThe National Wine Associations are those supportingthe WIM programme at a national, regional and locallevel. Nominated as the WIM National Coordinators, theyare responsible for planning, implementing, coordinatingand reporting the WIM programme in their respectivecountries.

For a National Wine Association to become an EffectiveMember under the category II. Association, they must berepresentative bodies of economic operators in the winesector (production, industry and/or trade) in one or moreMember States of the EU.

WIM Ambassador CompaniesThe 3rd Effective Member category is reserved for thewine economic operators with a core wine productionand business activity in EU countries.

To join WIM Aisbl under this category, and to beawarded the honorary title of Wine in Moderation-Art deVivre Ambassador Company, the candidate must be amember of their national associations and/or of CEEVand be respected for their excellence, notable winebrands and a commitment to promoting socialresponsibility.

Enterprise ambassadors adhere to the principle of theWine Communication Standards; they develop andsupport activities of the WIM Association and its NationalMembers at local, national and international level, andact as ambassadors of the WIM common message ofArt de Vivre.


19

Today, WIM counts 16 Effective Members and Observers;this group includes national wine associations, institutesand leading wine companies respected for theircommitment to social responsibility.

While every actor in the wine value-chain can apply tobecome an Observer, currently only EU National WineAssociations or Wine Companies with their main winemanufacturing or commercial activity in Europe can applyto be an Effective Member.

All applications to join WIM are carefully assessed and inaddition to the eligibility criteria of each category, allcandidates must:

• Share the following beliefs: • that wine is integral to many lifestyles and

cultures across the world;• that the wine sector and its industries, bring an

invaluable economic, social, agricultural andenvironmental contribution to our societies andcountries;

• that the quality products produced by the winesector incite moderate consumption patterns: onlyby savouring it moderately and slowly can itscomplex flavours be fully appreciated and enjoyed;

• that responsible consumption patterns of wineare perfectly compatible with a healthy lifestyle;

• that while for the majority of consumers, wineproducts represent a pleasurable beverage to beenjoyed in moderation, a minority abuse alcoholicproducts in ways that are damaging to themselvesand that can harm others around them;

• that responsible and moderate consumption ofwine must be promoted: wine is only appreciatedto its fullest in moderation.

• Be committed, and have the capacity, to raiseawareness of the effects of harmful drinking and topromote responsible consumption patterns of wineand the benefits of a healthy lifestyle in largerconsumer groups and with professionals, withinformation campaigns and education activitiesbacked-up by science-based information.

• Adhere to, and sign, the “Wine CommunicationStandards”, committing to observe the standards incommunication activities, without prejudice of fullcompliance with the existing regulations and self-regulatory codes in force whatever content,dissemination medium or form that they take.

MEMBERSHIP 5.2


20

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Observer (wine value-chain actorsfrom EU or Third Countries)

Any other company, institution, professional association,professional group or socio-economic, industry orprofessional body in the wine value-chain can apply tobecome an Observer Member. Applications areassessed and, if approved, a Memorandum ofUnderstanding describing the roles, responsibilities andfees is signed.

During 2013, with the expansion of the programmebeyond the borders of the EU, WIM Aisbl welcomedprestigious national wine associations from SouthAmerica, Bodegas de Argentina and Vinos de Chilejoined as Observers and act as the WIM nationalcoordinators in their respective countries.

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 wine value-chains and at internationallevels. The partnerships are established with aMemorandum of Understanding that sets the values andprinciples and the framework of action.

Current associated partners include:

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 incommercial communications by means of effective self-regulation, while being mindful of national differences ofculture, legal and commercial practice.

EASA is a member of the European Alcohol and HealthForum (EAHF).

EURO-TOQUESEuro-Toques International (ETI), the EuropeanOrganisation of chefs, gathers 2000 cooks and chefsfrom Europe and from the rest of the world.

Its International Office coordinates a network of 17national offices. All members of Euro-Toques adhere toa code of honor with a commitment to the promotion ofquality and culinary traditions of each country anddifferent parts of Europe.

FEVE - Friends of Glass European Container Glass Federation (FEVE) is theassociation of European manufacturers of glasscontainers and machine-made glass tableware. The

association currently has 59 glass manufacturing,packaging and tableware members, who operate in 23countries across Europe.

Friends of Glass was launched in 2009 by the EuropeanContainer Glass Federation. It is a community of morethan 20,000 consumers that prefer glass packaging fortheir food and drinks.

HOTREC Hospitality Europe HOTREC is the umbrella-association of national tradeassociations representing the hotel, restaurant and caféindustry at a European level. HOTREC brings together43 National Associations representing the interests ofthe industry in 26 different European countries.HOTREC is a member of the European Alcohol andHealth Forum (EAHF).

RECEVIN – The European Network of WineCities RECEVIN is the European Network of Wine Citiescomposed of towns or groups of towns belonging to theEuropean Union with a strong economic dependenceon viticulture and located in areas protected by thequality guarantee of their wines. Through the support ofnational wine associations RECEVIN is present in mostof the nine country members of the network and,through this, almost 800 cities across Europe.


21ASSOCIATED PARTNERS

Euro- Toques

WIM Aisbl successfully managed to pursue its missionand meet its objectives over the current commitmentperiod. Following the establishment of the organisationat the end of 2011, in 2012, WIM Aisbl took its first stepsat the heart of the economic crisis. Despite this timing,the association gained the trust of the wine sector andsignificantly increased the number of memberships andfunding pool.

It was the Bodegas de Argentina's new membership thatset the first step in establishing WIM as the internationalreference organisation of the whole wine business in thearea of social responsibility.

In parallel, with the delivery of the new WIM website andwith the pilot voluntary labelling project, WIM Associationbrought the WIM message closer to the consumer.Together with a suite of activities, events andconferences, awareness and an understanding of thesignificance of the WIM programme has built.

Coordination of, and accountability for, WIM activities ata national level is necessary in order to promote aholistic, state of the art commitment. The efforts towardsthis work were rewarded with the increase of theprogramme’s significance at international level but alsowith the outstanding score that was received from theEuropean Commission for the WIM report.

Commitment Delivery

Pursuant to its first mission (the delivery of the WIMcommitment to the EAHF), WIM Aisbl has organisedmore than 50 working meetings and provided a platformto exchange best practices and assist in the consistentdevelopment of the WIM programme at national andinternational level.

The performance of the WIM commitment andprogramme implementation at the local, national andinternational level was measured and reported annuallyto the European Alcohol and Health Forum. Twointermediate reports (2012, 2013) and the Final Report(June 2014) were successfully submitted, with theIntermediate Report submitted in 2013 receiving theoutstanding score of 93%.

WIM Aisbl has participated in all EAHF meetings and hasalso supported the wine sector’s commitment in fourconsecutive presentations of the programme and itspillars in both Alcohol and Health Forum Plenary andOpen meetings.


22

WIM AISBL ACHIEVEMENTS 2011-2013 5.3

Communicationtools cost

58,663

Euros

Investmentin humanresources

253,931

Activities cost68,718

TOTAL437,726

Investment 2011/2013

Investment increase during2011/2013

Total Management Cost

361,915WCS7,093

Travel & meeting expenses31,269

Other managerialexpenses18,053

2011

2012

2013

TOTAL

50,515

140,537

246,674

437,726


23

Bring the message closer to the Consumers

Pursuant to its second mission – to bring the WIMmessage closer to the consumer and build on the valuesof wine culture – WIM Aisbl has created an interactiveWIM Website www.wineinmoderation.eu with a moderndesign and applications, presenting video spots andvideo interviews of opinion leaders and bringing wineculture closer to the consumer.

The dissemination of this information and the WIMmessage further benefitted from the pilot project of theWIM voluntary labelling initiative – with the WIM logo andweb address included on the bottles of WIM AmbassadorsMoët Hennessy and Pernod Ricard Wine Affiliates - whichhave created a gateway to the WIM website.

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

Consumer perception of moderate wine drinking,attitudes towards alcohol and the impact of the WIMcampaign was successfully measured by an independentbusiness (Wine Intelligence) in three countries and theresults are now being considered for the renewal of theWIM commitment and strategy.

Raise Awareness - Build Partnerships

Annually, in November, WIM Aisbl has hosted astakeholder-supported event that encourages thesharing of members' best practices, promotes theprogramme's achievements, and encourages dialoguethat, in turn, creates opportunities for further partnershipand action.

Partnerships have also been developed with WIM Aisbl’sparticipation in European and International meetings,events and conferences. Over the period, these haveincluded the International Organisation of Wine and Vine(OIV) Congress, the Digital Wine CommunicationsConference and Wine Vision. This participation has ledto a broader recognition of the WIM programme,especially among key influential wine professionals, andvaluable feedback that has allowed further development.

Focused on the building of partnerships with relatedsectors; especially those close to the consumer, WIM hasestablished a number of partnerships with organisationssuch as HOTREC, the European Hospitality Sector andthe European Network of Wine Cities.

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.

Increase Knowledge

Even though wine consumers are the focus of thiscommitment period, WIM has continued in its work toempower professional organisations with the necessaryskills and knowledge to effectively prevent alcohol-related harm.

Under the WIM pillar of education, WIM is leading theArt de Vivre Partnership programme on VocationalEducation and Training (VET). Funded by the EC withthe participation of nine partners from seven countries,the partnership seeks to identify and understand trainingand market needs and propose common innovativetraining approaches and tools.


24

Research and Science

Under the pillar of Science and exchange of best practices,WIM Aisbl, with the support of the Wine InformationCouncil’s (WIC) Scientific Advisory Group, has successfullyrestructured the www.wineinformationcouncil.eu websiteproviding an effective and user-friendly web tool to improveaccess to science-based information.

While this was a key achievement and will provide long-term benefit, the highlight of this current commitmentperiod was the 2nd WIC scientific conference "Wine inModeration: From Science to Art deVivre".

This programme will only see globalsuccess by allowing local action andincorporating local needs and interests.While WIM Aisbl is an internationalorganisation, it is also proactive locally.

Based in Brussels, WIM has supported with the WIMmessage the 1st Brussels Wine Week organised by theBruxelles Region in collaboration with Vino Magazine, inthe framework of year devoted to gastronomy(Brusselicious). In addition, WIM Aibsl is also developingpartnerships with Belgian educational institutes andauthorities.


25

set for the renewed commitment (2011 – 2013) havebeen met and bettered with impressive results in raisingawareness and knowledge dissemination. New WIMnational members and partners have joined from Europeand beyond, and hundreds of professionals haveinvested their time and experience allowing the deliveryof WIM activities in more than 20 countries.

The WIM Programme now includes a critical mass ofactivities. It boasts global presence and is of increasingimportance to the international wine sector. Thesefactors are gradually transforming WIM from acommitment to the EAHF to a growing socialresponsibility movement by the global wine sector.

Reporting

Measuring Key Performance Indicators.

Key Performance Indicators have been developed tomeasure the performance of the WIM commitment againstthe European Alcohol and Health Forum strategic goals.

In addition to the standard set of indicators asked by theEAHF, WIM has placed additional indicators to bettermeasure and present its performance. Performance ismeasured through an annual WIM reporting exerciseusing an on-line survey tool and the input of WIMnational contact points (from 2012/13, this also includesWIM Ambassadors). Measurement is made against theWIM Commitment Key Performance Indicators.

While all data is carefully assessed and interviews areorganised in the case of query, it is acknowledged thatthere are limitations in such a wide reporting exerciseacross a fragmented agricultural sector.

All national contact points make considerable efforts toreport the results of their activities, tracking performanceagainst some KPIs exceeds the scope and abilities ofsome members. As a result, the reach and the impact ofsome WIM-related activities might sometimes not bemeasured and/or reported. Therefore, even though theperformance of the WIM programme surpassed ourexpectations, it is safe to assume that the actualperformance is higher than that reported here.Significant changes across reporting years is attributable


26

WIM ACHIEVEMENTS2011/20136Building on the Success – BecomingGlobal

The launch of the WIM programme in 2008 saw, for thefirst time, the uniting of European wine industry actorsfor a common purpose : to develop a holistic,comprehensive programme to promote responsibilityand moderation in wine consumption.

The first commitment period saw efforts to raiseawareness and knowledge across the European winesector and unite the sector under a commoncommitment. The second commitment period hasprovided the opportunity to use this united strength anddrive change in our societies, promoting moderate andresponsible behaviour in the consumption of wine as asocial and cultural norm.

In 2011, the European Wine Sector led by CEEV createda dedicated not-for-profit association. WIM Aisbl wasestablished to coordinate and strengthen the WIMprogramme by:

• optimising tools and actions;• providing the necessary coordination through training

and guidance to properly develop the WIMprogramme; and

• expanding the programme’s reach in Europe andinternationally, making WIM the global socialresponsibility standard for the wine sector.

In addition, the WIM association was tasked with the co-ordination of ad-hoc activities in countries with nonational WIM coordinator and the initiation of dialoguefor the development of WIM national programmes.

While continuing to build partnerships and developactivities to raise professional awareness of WIM, thefocus during this second period was on the consumer;bringing the WIM message of moderation andresponsibility to the individual. In pursuit of this goal, neweducation projects and information campaigns weredeveloped. Launched using new partnership networksand optimised communication tools, these activitiesfurther expanded the reach of the WIM message.

Despite the economic crisis, the combined investmenttriggered by the WIM programme has tripled. Objectives


27


2,365,422

Euros

Investmentin humanresources1,970,688

Activitiescost2,892,030

TOTAL8,055,269



5,038,864WCS124, 375

Travel & meetingexpenses283,567


to reasons including: major campaign launch (e.g.Spanish campaign); more activities and/or morecountries & actors reporting.

The data is assessed, compiled and presented alongwith data that shows the human and financial resourcesallocated to WIM Programme coordination,implementation, reporting and evaluation from allrelated WIM actors.

The 2013 intermediate report for the WIM commitmentreceived the outstanding score of 93% in theassessment of EAHF monitoring activities, executedby the independent consultant appointed by EC DGSANCO Milieu. The intermediate report was identifiedas a laudable example of a very comprehensivelywritten report, achieving very high scores in all fourscoring areas (specificity, clarity, focus andmeasurement).

2011

2012

2013

TOTAL

1,188,081

2,983,329

3,883,859

8,055,269

OVERVIEW 2011-2013 6.1Despite the negative economic environment, the WIMprogramme activities have grown significantly. Theobjectives and ambitious new targets were reached andsurpassed.

More than 1,366 professionals, including WIM programmecoordinators, experts and company employees devotedmore than 8,375 days working on elements connectedwith the WIM programme.

For the total coordination and management of the WIMprogramme, including human resources, communicationtools, meetings and travelling, coordination – (includingcontrol of the Self-regulation (WCS) and others) aninvestment of 5,163,239 € was made. While for WIMactivities the total amount of 2,892,030 € was invested.

Over the 2011-2013 period, the target investment of2,000,000 € was surpassed with a total investment of8,055,269 €; over three times the investment madeduring the previous period (2008-2010).

Number of people involved in WIM 2011/2013

Number of working days2012/2013

2012

2013

TOTAL

2,140

6,235

8,375

2011*

* Does not include companies dedicated staff

42

2012 914

2013 1,366



28

Objective

2011

2012

2013

TOTAL

70

100

489

1,151

1,740

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

Spreading the WIM message

Over the period 2011-2103, successful communicationactivities of previous years were sustained andenhanced at the same time as new campaigns werecreated.

Campaigns targeting the general public such as France’sVin & Société “Repas divin”, FEDERVINI/ACIBEV/AEVP’s“Stile Mediterraneo” in Portugal, as well more than 1,740WIM events and actions broadly disseminated the WIMmessage and raised awareness on moderate andresponsible drinking.

In addition, to this wealth of activities, this period wasmarked by the large consumer campaign “Quien SabeBeber, Sabe Vivir" launched in Spain, by FEV, CECERV.Launched in 2012, this three-year campaign will costapproximately 3,000,000€. Co-funded by the EU andthe Spanish government, the campaign will take the WIMmessage to a broader audience and promotemoderation as a culture with the support of celebritiesand large scale publicity.

In April 2014, the campaign “Quien Sabe Beber, SabeVivir" was awarded by the Mediterranean DietFoundation. The Campaign's impact assessment isunderway and the results are expected to guide the nextsteps of broad WIM campaigns in other countries.

As always, WIM has participated in Wine Exposincluding Alimentaria and Prowein, the MoscowInternational Expo in 2011, etc. but also wine mediaevents such as the Wine Blogger Conferences andinternational gatherings of OIV, FIVS and Wine Vision.

A key factor in the success of WIM in this currentcommitment period has been the engagement of atleast 655 key opinion leaders to disseminate the WIMmessage, making moderation a trend.

Number of opinion leaders communicating theWIM message

Objective 20

2011 169

2012 655

2013 542

Communication ofthe WIM message


29

Number of people participating in WIM-related events/actions2011

2012

2013

TOTAL

372,885

737,413

842,160

1,952,458

Number of communication productsdisseminated

Objective

2011

2012

2013

TOTAL

450

341

1,516

1,222

3,079

Number of referencesof WIM in the media

2011 1,522,143

2012 1,479,335

Number of www.wineinmoderation.eu unique visitors

Objective 600,000

2012 173,342

2013 229,565

Among the highlights was the creation of the newwww.wineinmoderation.eu website with a modern anddynamic design that includes a series of videos andinterviews and continuous update with WIM news andactivities.

In addition, there is also the Pilot Project (06/2012-04/2014) of the WIM logo/web-address voluntarylabelling in WIM ambassadors companies’ (Moët-Henessy, Pernod-Ricard) wine products. This initiativewill see the WIM message taken to all 27 Europeancountries, creating an additional gateway to the WIMwebsite, which acts as a comprehensive source ofinformation.

New tools and approaches were also created andimplemented to optimise communication to both wineprofessionals and consumers.

2013 4,532,685

TOTAL 7,564,163

TOTAL 599,480

2011 199,248


30

Wine Communication Standards(WCS)

2011

2012

2013

TOTAL

164

140

167

471

New entities joining WCS

This period was also marked by the VET-ArtdeVivrePartnership Programme (www.artdevivre-edu.eu)funded by the European Commission’s Leonardo daVinci Programme with the participation of nine partnersfrom seven countries. The partnership was cementedthrough organised meetings where participants exchangedbest practices and assessed national markets and trainingneeds. A report is currently being finalised, together with arelevant training database and concrete proposals fortraining in three key vocations (Sommelier, Oenologist,Physician), based on the standards set by the EuropeanQualification Framework and the European Credit Systemin VET. All results will be publically available making asignificant contribution in the dialogue for professionaleducation on wine, health and responsible drinking.

Self-Regulation in CommercialCommunication - Wine CommunicationStandards (WCS)

Promoting responsible commercial communications ispursued through the implementation of the WineCommunication Standards (WCS), which builds onexisting self-regulation schemes and expands self-regulation commitments where they did not previouslyexist (based on the best practices elements identifiedduring the Round Table on Advertising Self-Regulation.)

Activities focused on further enhancing the implementationof the WCS and expanding the active engagement of thewine filière. More than 4,499 entities undersigned theWCS, adhering to the WCS principles in their commercialcommunication. Increasing as such the overall number ofWIM-related logos included in web and corporatecommunication and sustaining a large exposure of peopleto the WIM message. In addition, the WIM logo/TMprotection was expanded to support the growth andcredibility of the programme.

Increasing Knowledge - Art de Vivre life-skills Education

Taking into account the high importance of professionalsas ambassadors and multipliers of the WIM message tothe public, actions under the Education Pillar focused onVocational Education and Training (VET) for the wine valuechain and beyond.

Efforts were made to reinforce and expand partnershipswith educational establishments and key professionalactors and associations. A number of trainingprogrammes, targeting either wine companies' staff orprofessional schools successfully continued, while newprogrammes were launched.

For example, Deutsche Weinakademie (DWA) has furtherexpanded their WIM vocational training offer, withimpressive evaluation results and today, WIM-training ispart of the wine growers & cellarmen’s training curriculumin Germany.

In total, 939 educational programmes were provided bymore than 37 training institutes and companies helping toincrease the knowledge of professionals and wineconsumers.

Objective

2011

2012

2013

TOTAL

80

52

535

352

939

Number of “Art de Vivre” trainings

Objective

2011

2012

2013

9

28

37

34

Education

Number of active “Art de Vivre” educational programme providers


31

Wine Information Council

Objective

2011

2012

2013

TOTAL

500

195

95

80

370

Number of new scientific articles in the WIC database

Objective

2011

2012

2013

TOTAL

6

15

5

8

28

Number of WIC related events

Sharing Science based Information -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 onhealth, 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. In 2012, focus was placed on therestructuring of the communication tools both website,newsletter making them more relevant and accessible tothe WIC audience and helping them better reach WICobjectives, especially in understanding drinking patternsand alcohol-related harm.

The WIC on-line database is continuously updated andduring the period 2011-2013, 370 more articles werecarefully selected under the ANZFA selection criteria anduploaded. In total, the database now comprises over 1100relevant scientific articles.

While 28 WIC-related activities and events took place inseveral countries to enhance scientific dialogue andcollaboration, the highlight of this period was the 2ndWICinternational conference “Wine in Moderation: FromScience to Art de Vivre”, organised by WIC in November2013, in Brussels under the high patronage of theInternational Organisation of Vine and Wine (OIV) andwith participation of reputable scientists.

The conference enjoyed high participation and publicitythrough major media and facilitated a structured dialoguein the area of drinking patterns, trying to bring the scientificevidence and governmental guidelines closer to the realworld all the while respecting and understanding culturalaspects. The conference also helped to identify areas forfurther research.

Building Partnership – WIM growth

It is fundamental for programmes such as WIM tocontinuously grow and expand their reach and impact.During this period, three new members joined the WIMProgramme and Association and became national WIMCoordinators: Austrian Wine Academy, Bodegas ofArgentina and Vinos de Chile, initiating WIM in theirrespective countries.

WIM Activities were developed in parallel in eight additionalcountries (Australia, Croatia, Hungary, Russia, Sweden,Switzerland, Turkey, USA).

In total, WIM has developed structured WIM programmesor WIM actions in 20 countries.

Partnerships have been developed to support the reachof the WIM message and the impact of WIM activities.Initial partnerships have spawned larger networks - thepartnership with the European Hospitality sector(HOTREC) in 2012 and the more recent with the EuropeanNetwork of Wine Cities (RECEVIN) has led to more than20 new partnerships at local and national level andmultiplied commitments for activities towards educationand prevention of irresponsible communication, sales anddrinking.


32

WIM NATIONAL COORDINATORS

Argentina: Bodegas of Argentina Austria: Austrian Wine AcademyChile: Vinos de Chile France: Vin et Société Germany: Deutsche Weinakademie Italy: UIV & FEDERVINIPortugal: ACIBEV & AEVPSpain: FEV & FIVIN

ACTIVITIES IN OTHER CONTRIES

AustraliaBelgium CroatiaCyprus GreeceHungary RussiaSwedenSwitzerlandTurkeyUnited KingdomUSA

WIM ACTIVITIES IN THE WORLD


33

The Austrian Wine Academy was established in1991 as a new, efficient training centre for privatewine lovers and professionals alike. The Academy

is a not-for-profit institution based on a philosophy thatthe more a country develops wine knowledge and wineculture, the more likely it is that this particular nation willrespect and consume high quality wines.

Seminars are held in all Austrian provinces, includingmore than 20 centres in co-operation with variouspartners including wine hotels, boutique wine shopsand adult education centres. Over the past few years,the interest in Austrian wines has reachedunprecedented heights: more than 16,000 studentsattend about 850 lectures every year. Apart from tastingcourses, wine and food sessions and other topics, the

Wine Academy offers a high quality internationalqualification.

In 2012, the Austrian Wine sector, which was alreadyactively developing educational activities to raiseknowledge in the area of moderation and responsibility,expressed an interest in the WIM programme. Workingmeetings with the representatives of the major Austrianwine association and organisations and scientificinstitutes such as the Austrian Wine Marketing Board,the Austrian Wine Academy, the producers Associationand Anton Proksch Institute respectively took place toexplore approaches and structures for the launch ofWIM. In the beginning of 2013, the Austrian WineAcademy, representing the whole Austrian Wine sector,joined WIM Aisbl.


34

AUSTRIAAUSTRIAN WINE ACADEMY

6.2

Raising knowledge

With more than 16,000 students and about 850seminars annually the Austrian Wine Academy is thelargest wine educational institution on the EuropeanContinent. The emphasis of the Austrian strategy will beput on integrating the WIM message in the educationalactivities of the Academy. Aside from seminars for thegeneral public the Academy is also running, nationwide,about 250 seminars at hotel management and tourismschools annually. Close to 4,000 students and 600teachers are targeted with this strategy.

In Autumn 2013, AWA organised 75 seminars for 1,160students in HORECA schools. these seminars wereextremely well received and the feedback has beenexcellent.

The Austrian action plan had an initial goal of trainingthe Academy�s team of more than 40 lecturers in BadSchönau. Dr. Claudia Stein-Hammer from the DeutscheWeinakademie led the training and presented the DWA�sapproach in Germany. Following this, the AWAdeveloped a WIM learning unit to be presented in alllectures at schools.


In a second phase the Academy organised a congressfor wine educators from October 24-27 2013 in Neusiedlam See, which was attended by approximately 70teachers of various hotel management schools. Themain theme of the conference was “Wine inModeration”. Prof. Michael Musalek from Anton ProkschInstitute, Ursula Fradera from the DWA and Prof. Dr.Peter Klosse from Steenden University were the mainspeakers of the conference. The message andpresentations encouraged the teachers to supportAWA�s activities.


35

Dissemination of the WIM common message 2013

Number of WIM dedicated events or events with WIM actions 214

Number of "Art de Vivre"trainings

Total number of people reached by all activities 6,650

10,003

20

75

Number of disseminated communication products

Number of opinionleaders

Dedicated Human Resources2013

Number of peopledirectly involved45

Number ofworking days 832013


5,000

EurosInvestment in

human resources8,300

Activities cost53,500

TOTAL85,800

Investment 2013

“Art de Vivre” education 2013

Total Management Cost29,300WCS3,000

Travel & meeting expenses

5,000Other managerialexpenses11,000

The association Vin & Société was established in2007. It represents and unites the French wineindustry and aims to transmit knowledge about

wine and its culture and to promote responsible drinking.

Its members include: • 21 regional interprofessions which represent all

winemakers by region• seven national organisations representing trade (UM-

Vin), production (CNAOC, Vignerons indépendants,ANIVIN de France, CCVF, CFVDP) and the CNIV

Over the period 2011-2013, Vin & Société's prioritiesfocused on the communication of drinking guidelines andthe "culture" of wine, safeguarding drinking in moderationas social norm. With an investment of about 2 millionEuros to develop an overarching communicationcampaign and educational activities, the French winesector, through V&S, managed to reach the French society(consumers, professionals and other stakeholders) andraise awareness and knowledge on responsibleconsumption.


In addition to the award-winning web platform of Vin &Société which is constantly being updated with articlesand content explaining the definition of moderateconsumption and promoting responsible and culturaldrinking, the association has reached a broaderaudience through two large campaigns:

1. Manifesto “Wine, getting the full measure”

To bring together all stakeholders around a commoncommitment, Vin & Société published and disseminateda manifesto declaring the pride of the French WineIndustry 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 broadcast by French TV channels, web TVand the internet has successfully been informing andeducating consumers about responsible and moderatedrinking guidelines and the “art de vivre”. Building on thecultural dimension of wine, which is an integral part ofFrench history and patrimony, and a vector of sharing andconviviality and by presenting wine pairings, wine tourism

and provided the common message of moderation andresponsibility. Through this campaign, Repas Divinmanaged to successfully pass the message ofmoderation to consumers in a positive and friendly way.

3. Spreading the message through events

V&S has organised several events related to moderateconsumption. “Vino Bravo’s” first edition which broughttogether 450 participants and high level speakers focusedon the issue of binge drinking, and how to prevent viaeducation that was led by a nationally renownedsociologist, M. Maffesoli. V&S also organised an event fullydedicated to wine and health topics: the dissemination ofthe meta analysis on all studies about alcohol, wine andhealth realised by the expert group Alcimed (the audiencewas mainly composed of oenologists).

V&S also has a dedicated section on its website about“wine and health” through which it spreads drinkingguidelines. It also uses WHO drinking guidelines onmany of its communication tools (presentation flyers,newsletters, campaigns).

In addition, V&S has also built a network with traininginstitutes and famous wine shops in Paris (la vinia group,l’école du vin, lycée Briacé) to organise training aboutmoderate consumption for professional students in thewine field.

Increasing Knowledge

Raising knowledge and providing tools for makingresponsible choices is an additional V&S priority.

The memento “Wine and Health”, updated annually, isdistributed to professionals and provides a currentoverview raising knowledge on the positive effects of amoderate consumption and includes the risksassociated with excessive consumption of wine. V&Salso supports a better understanding of drinkingguidelines (through the distribution of small cards) anduse of breathalyzers (400,000 distributed during winetastings in 2012).

A number of French regions (e.g. Decouvre/Bourgogne,Gironde Verte, Alsace Agriculture) have developed digitalplatforms to educate students in relation to theimportance of taste, aromas and vine culture. Theobjective is to show the importance of this patrimony inFrance and give students the necessary skills and


36

FRANCEVIN ET SOCIÉTÉ

6.3


37

knowledge. Educational material is also provided toteachers and the content is specific to each student level

V&S has also targeted professionals and their awarenessof responsible wine consumption. In order to train theprofessionals and winegrowers to the necessity ofinforming and educating the consumer, V&S has createda guide on “How do we organise responsible winetastings?” which gives them some concrete actions tocarry out. This communication tool has been distributedto the wine industry. Moreover, V&S has built apartnership with the French National Road Safetyorganisation to encourage contact between eventorganisers and regional French Road Safety offices tospread the message of responsible drinking during wineevents.

Science

Annually, an independent firm assesses, evaluates andsummarises all studies about wine, alcohol and healthin order to update the scientific expertise of Vin & Société

concerning “Wine and Health”. This study is also usedto update the “Wine and Health” Memento distributed toprofessionals.

To further support exchange of best practices andscience-based information, every trimester, V&Sdisseminates a scientific newsletter gathering pressarticles, scientific and economic studies concerning thewine industry to all members and experts.

Building Partnerships

In 2012, Vin & Société initiated new contact with othersectors such as the HORECA sector and specialisedwine retailers and sommeliers, in order to explore areasof potential collaboration. V&S is actively working to turnthese initial contacts into a concrete action plan andencourage more actors in promoting responsibility andmoderate wine consumption.

As French law (la Loi Evin) is more restrictive than theWCS, there is no need to implement them.

Communicationtools cost384,000

Euros


220,000

Activitiescost765,000

TOTAL1,431,500



656,500WCS10,000

Travel & meetingexpenses20,000


2011

2012

2013

TOTAL

100,000

916,000

415,500

1,431,500

Dissemination of the WIM common message 2011/2013



727,361

350

566



Number of referencesin media

Dedicated Human Resources2012/2013

Number of peopleinvolved14



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

Weinakademie (DWA) represents the entire GermanWine Sector and is in charge of implementing the WIMprogramme on behalf of associations and institutions ofthe German Wine Sector (Bundesverband derDeutschen Weinkellereien und des Weinfachhandelse.V., Deutscher Weinbauverband e.V., Deutscher Raif-feisenverband e.V., IHK Trier für die DIHK, dem VerbandDeutscher Weinexporteure e.V., Deutscher Weinfondsand Verband Deutscher Sektkellereien).

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 impactevaluation and building on the experience ofimplementing the "Art de Vivre" Training programme inprevious years, the DWA focused on the WIM pillar ofeducation by sustaining and further enhancing the highquality one-day seminar.

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

In addition, the WIM message was delivered to 260health professionals and stakeholders (high profilemultipliers) during several events including the renownedGerman Heart Centre in Berlin and at the National HealthPrevention Conference in Dresden. Through theinvestment in education, the DWA not only managed toefficiently raise awareness and to sensitise professionalson wine, health and social aspects but more importantly

to increase the knowledge and skills base allowingprofessionals to inform consumers competently basedon current and robust scientific evidence.

With their expertise and the support of their scientificboard, the DWA has led once again actions in the WineInformation Council enriching the quality of the scientificdialogue and supporting exchange of evidence-basedscientific information and best practices.


The WIM common message has been disseminated tovarious target groups mainly through seminars. TheDWA is focussed on information provision to young wineprofessionals as well as health professionals (physicians,nutritionists) who will then act as multipliers/ambassadors of the WIM message to consumers. TheWine in Moderation message is integrated in allpresentations delivered by the DWA Scientific Boardmembers, thus introducing this programme to thegeneral consumer. In addition, a round table with policymakers, journalists, scientists, etc. was organised todiscuss the responsibilities of various stakeholders inpreventing the misuse of alcoholic beverages.


38

6.4 GERMANYDEUTSCHE WEINAKADEMIE (DWA)




326,563

23

188





The success of these WIM seminars in professional andsommelier schools was evaluated by analysing theresponses to a survey covering basic knowledge. Theresults indicate a significant increase in knowledge anda trend in retained knowledge. Based on these excellentresults, the seminars are now part of an obligatoryproject day in all wine-related professional schools.

The success of the DWA education activities is alsoreflected in the fact that the seminars for healthprofessionals are certified by the local medical associationas 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 more Germanassociations have increasingly used the WIM logo andcompanies are actively joining the WIM programme.

Science

The DWA has continued to co-ordinate the WineInformation Council (WIC) activities and is responsible forthe updating of its database with the latest evidence-basedresearch publications 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 to thevarious target groups relies on the latest scientific evidenceand is continuously updated with current information fromthe WIC database.

In 2012, two scientific presentations about theimplementation of the WIM programme were publishedand then presented to international experts at the OIVinternational conference in Izmir, Turkey.


The existing partnerships with eight wine-relatedprofessional schools, four sommelier schools and oneuniversity, each presenting the WIM education seminar,were successfully 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 and sevennew seminars have been organised for these new targetgroups 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 professionals inother countries.


39

2011 122

1352012

TOTAL 147

2011

2012

2013

TOTAL

29

28

25

82

“Art de Vivre” Education


2011

2012

2013

15

17

18

Number of active "Art de Vivre" educationalprogramme providers

Joining the programme

Total number of entities undersigned WCS

2011

2012

2013

TOTAL

148,140

386,289

405,720

940,149


Dedicated Human Resources2012/2013


Unione Italiana Vini (UIV) and the Italian Federationof Industrial Producers, Exporters and Importersof Wines, Sparkling Wines, Aperitifs, Spirits,

Syrups, Vinegar (FEDERVINI) are the two leading asso-ciations in Italy to support the national implementationof the WIM programme.

UIV is the oldest and most representative organisationin the Italian 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 alcoholicbeverages, excluding beer, and in the vinegar, syrup andgrape juice 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 professionals and the generalpublic, encouraging responsible drinking as a social norm.

Spreading the WIM Message

Federvini's campaign "Lo Stile Mediterraneo", promotingthe Mediterranean way of life based on the values ofbalance and harmony, was recently enriched with anonline campaign: "Io Vivo Mediterraneo" where the typicalItalian (responsible) drinking pattern becomes a statement.The consumer website (www.beresponsabile.it) waslaunched in 2010 and renewed in 2013 to raise knowledgeand support the positive Mediterranean culture typified bylow-risk drinking patterns. Under the banner, “Io vivomediterraneo” (I live Mediterranean) the consumerinformation website and the Facebook page notablyinclude a description of the “Mediterranean style”philosophy.

The launch of the fan page “Io vivo mediterraneo” whichwas supported with a campaign of Facebookadvertisements and a press release has more than 9,000fans so far.

A Drink Test App, launched during Vinitaly in April 2013,was also created to support the campaign. This app notonly provides key facts and figures about alcohol,legislation and alcohol content in wine, spirits and beer(per unit); but it also gives the user guidelines on how tobest appreciate wine and alcohol in moderation.

As a complementary action to its strategy to promote thevalues related to the “Mediterranean Style” in alcoholconsumption and the delivery of responsible drinkingmessages, Federvini launched in September 2013, twomajor advertising campaigns in Milan and Rome.

For two weeks in Rome and three weeks in Milan,people taking public transport were addressed with ashort version of the Drink Test App video. The samehappened in the airports of Milan and Rome with targetsbeing shown a short version of the Federvini institutionalvideo which focuses on the Mediterranean Style.

In order to further support the implementation of theWIM programme in Italy, Unione Italiana Vini (UIV)launched its new working committees – including thecommittee on “Wine and Health” - during its last boardmeeting in December 2013. Domenico Zonin, Presidentof UIV, stated that although this was the first time workingcommittees had been put to the test, early results werepositive.

This campaign had a great impact as it generated7,673,381 contacts through the ads. The promotion ofthis campaign, which meant to highlight the Drink Test,generated 51 stories on print and web media. Followingtheir success, the campaigns are foreseen to berepeated in 2014 and 2015 at the same period.


40

ITALYUIV & FEDERVINI

6.5Confederazione Italiana della Vite e del Vino

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


41


20,500

Euros


117,000

TOTAL278,800



231,800Activities cost47,000

Travel & meetingexpenses

29,000


2011

2012

2013

TOTAL

122,500

98,100

58,200

278,800

Total Number of entitiesundersigned WCS37

Joining the programme 2013

Number of "Art de Vivre"trainings5

“Art de Vivre” education 2011/2013


In addition to the message dissemination activities, UIVhas also been active in the field of education targetingboth professionals and the general public. With theirparticipation in the EU-funded "VET-Art de vivre"Partnership programme, UIV developed a framework forthe education and training of wine-related professionalsin the area of wine, health and social aspects and therisks of the abusive use of alcoholic beverages.

With training sessions aimed at helping young adultsdiscover their own senses, UIV activities aim to promotethe culture of appreciation and drinking in moderationand to prevent the unsociable behaviour and risksassociated with the excessive consumption of alcohol.With funding from the Italian State, UIV launched theproject "Ascolta I tuoi Sensi" with the general aims tocontribute to the education of young Italians, to helpthem develop a responsible, healthy and moderatedattitude towards alcoholic beverages and promoting thisattitude as “cool”. The main strategies are: Creation andImplementation of a training programme which usessensory analysis as a tool to involve, stimulate andeducate; promotion and communication of the trainingprogramme using opinion leaders relevant to the targetsegment and the topics covered.

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


The Association of Port Wine Companies (AEVP) isa private non-profit organisation, which was estab-lished in Portugal in January 1975. AEVP comprises

15 Members who currently represent about 90% of thetotal sales of Port Wine and 35% of the total sales of Dourowines with PDO (Protected Designation of Origin) and PGI(Protected Geographical Indication), a rare percentagethat reflects its unchallenged position in the industry.

ACIBEV -“Associação de Vinhos e Espirituosas dePortugal”,established in January 1975, is the nationaltrade association, which represents the wine, spirits,vinegars and wines derivatives sector and trade inPortugal. ACIBEV currently represents 86 commercialcompanies, among which are the largest nationalexporters of Portugal and most of the leading companiesin the various appellations and GIs with brands that addvalue to Portuguese 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.) and carries out several activities to implement the WIMProgramme and contributes in the reduction of alcohol-related harm, by actively participating and contributing inthe 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, National Plan forReducing Additives Behaviors 2013-2020 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, 2012 and 2013.Complementing this communication with educationactivities such as conferences, production anddissemination of WIM brochures, dissemination of the WICNewsletter and WIM presentations to differentstakeholders such as the Portuguese Parliament ACIBEVactively supports the WIM programme.


Dissemination of the common message is the pillar thatboth associations have been particularly active in during2011-2013. AEVP has undertaken important actionsamong which: the creation and management of thewebsite www.vinhocommoderação.pt, a monthlynewsletter about the WIM Programme supported by WIMAmbassador Sogrape Vinhos SA, the participation atimportant and large events, the development of adsdestined to cinemas and street panels as well asbrochures, leaflets and flyers.

These activities have been complemented by ACIBEV’swide scale national TV campaigns. In 2011, the productionof a 30-second film of the campaign "Wine in Moderation"dedicated to the consumer was broadcasted during thepre-Christmas period on the main Portuguese channels(RTP1, RTP 2, SIC, SIC Noticias and SIC Mulher) 108times. The campaign was repeated in the Christmasperiod of 2012 (19/12/12-02/01/13), the new 30-secondfilm of the "Wine in Moderation" campaign was showed onPortuguese channels (channels RTP1, RTP 2, SIC, SIC


42

PORTUGALAEVP & ACIBEV

6.6



Number of peopleparticipating in WIM-

related events/actions3,616,402

298,563

56

286




Associação das Empresas de Vinho do Porto


News and SIC Mulher) 151 times, (43 times more than2011). Finally in 2013, the TV campaign was also replicatedduring the 2013 Easter and Christmas period, 250 times,this time including RTP, SIC and TVI channels too.

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

Increasing knowledge

While elaborating a training kit for all Portuguese membersof the Wine in Moderation-Art de Vivre 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 ofthe 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 simple andquality information about Port Wine and the Wine inModeration-Art de Vivre Programme.

The visit to the Pedagogical Centre starts with a movieabout Port Wine and the Douro Region and a movie aboutthe Wine in Moderation – Art de Vivre Programme (WIM).Students then follow a route guided by posters about thehistory of Port Wine as well as the main messages of WIM.The visit continues with an access to a small museum withhistorical and ancient tools and machines used in theproduction and winemaking of Port followed by twoscreens, one presenting Port and Douro Wine statisticsand the other one making a presentation about WIM -Wine Only Appreciated in Moderation: Wine & Health (Theway you drink matters); Wine only appreciated inmoderation (How much is too much?; When to avoiddrinking? (Drinking & Driving; Pregnancy; Under Legal AgePeople).

The visit ends with a quiz game at an interactive tablewhere the students have to answer several questions aboutwhat they have learnt during the visit, and two Wii games(one about WIM and another about Port Wine).

Self-Regulation

AEVP and ACIBEV have disseminated the WineCommunication Standards (WCS) to all their membersand encouraged them to apply them to their commercialcommunications on wine and wine products. Since 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 adoption ofthe WCS; the latter is expected to be concluded in 2014for AEVP and was concluded with ACIBEV early 2014.AEVP currently monitors the application of the WCS by theWIM Portuguese members (with a focus on advertising inwine magazines).


At the end of 2010 AEVP counted 89 Portuguesemembers; at the end of 2013 there were 162. In order tofurther enlarge the number of Portuguese WIM members,AEVP actively contacts national Associations and winecompanies. It is also AEVP's goal to create a WIMObservatory, which will incorporate a wide range ofstakeholders in the near future (Winemakers, Scientists,Regulators, Universities, Students Parents Association,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 was signed.

.

2011

2012

2013

TOTAL

360,895

286,254

271,175

918,324

2011 186

1622012

TOTAL 348

2012

2013

TOTAL

479

229

708



2012

2013

5

3


Joining the programme

Total number of entities undersigned WCS

43



As it has been mentioned, 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". On top of it, a dedicated website was activated inOctober 2012 (updated with new contents in 2013) andPR actions were organised to present and support thecampaign. The result of those 15 months of campaign ismore than 269.000.000 impacts on final adult consumers.Furthermore, in 2013, a new action of advertising at pointof sale was launched in 150 shopping malls, reachingmore than 66,7 million impacts.


44

SPAINFIVIN & FEV

6.7

FEV is a private organisation that represents the Span-ish wine industry, grouping 700 wineries and 15 re-gional associations. FEV is a part in all the political

decisions, acting as a representative, promoter and de-fender 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 Research and Nutrition Winecreated 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-Art de VivreProgramme, starting in 2008, together with FIVIN(Foundation for Wine and Nutrition Research), geared bya scientific committee formed by doctors of national andinternational recognised prestige.

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"(Quien Sabe Beber Sabe Vivir). It is planned for 3 yearsstarting September 2012. Investment planned is € 1 M peryear. Moreover, FEV and FIVIN have undertaken manyefforts to present the WIM message and the WCS to publicauthorities and representative bodies of the wine sector,as well as the wineries and general public, building anational and regional active partnership, stronglycommitted to the WIM programme beliefs.



Number of peopleparticipating in WIM-

related events/actions2,560,390

216,379

85

1,781




After the first year, an external evaluation made byMildward-Brown consultants revealed some conclusionsabout the programme: male wine consumers were moreimpacted by the message, younger consumers are lessaware of the importance of moderation and risks linked toalcohol abuse; the campaign is engaging, interesting, andemotionally connects with consumers. Besides, it isconsidered easy to understand, credible and clearly linkedto moderation. As a result of this, 6 out of 10 impactedstated that the campaign has improved their knowledgeon wine consumption.


The educational activities in this field have been mostlyprovided by FIVIN, developing 15 actions addressed tofinal consumers, wine sector or health professionals in2012 and 13 more actions in 2013. All of this wassupported by the programmes brochure, press releasesand information updates.

Self-Regulation

Through 2012-2013, FEV has continued to ensure that theWIM Logo and message is shown in FEV companies'websites and commercial communication materials, as itis mandatory under the Spanish Wine CommunicationStandards. Autocontrol has gathered an amount of 23complaints for breach of the Wine Self-regulation Code, allof them for not showing the identifying elements of theprogramme, ie. the logotype and the message. Most ofthem (22) were accepted by the companies and just oneneeded the intervention of the Publicity Jury. This case wasfinally dismissed.

Regarding the Copy Advice or previous consultation ofpublicity - that is mandatory according to the Code forpublicity on television and voluntary on other forms ofcommunication - Autocontrol has reported 20consultations in 2013 (27 in 2012, 80 in 2011). This


45

represents less than 0.1% of the consultations thatAutocontrol has every year from every sector self-regulated,which shows a low publicity activity on the big media inour sector, as it is well known. The results from theseconsultations were as follows: 17 were positive, and inthree cases a modification in the add was recommended.Also, in 17 of these consultations, a change in the type ofmedia was also suggested due to legal limitations in itsemission. Autocontrol fee 2013: €18,937.18 ; Investmentmade by companies in Copy advice service: €9,000.Investment made by companies in advertising bearing theWIM logo in 2013: €9,000,000.

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 2012and 2013. At the same time, an electronic newsletter wascreated and spread among doctors and Spanishspecialised media, as well as the wine sector companiesand associations, wine institutions and authorities.


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 2011-2013, 279 new companies adhered to the WIMprogramme - that implies a commitment to apply the WineCommunication Standards. In addition, 11 regulatorybodies from important wine designation of origins, 8professional organisations and 2 regional and localgovernments signed their adhesion too.

2011

2012

2013

TOTAL

216,015

1,099,689

2,338,437

3,654,141

2011

2012

2013

TOTAL

8

22

15

45



2011

2012

2013

2

11

7


Total number of entitiesundersigned WCS1,191



“Bodegas de Argentina” is a chamber of com-merce which joins most of the main wineriesin Argentina. It was created in 2001 as a re-

sult of the merger of the “Centro de Bodegueros deMendoza” (Centre of wine-producers of Mendoza), lo-cated in Mendoza and founded in 1935, and the “Aso-ciación Vitivinícola Argentina” (Argentine Viniculture As-sociation), located in Buenos Aires and founded in 1904.The partner wineries represent 80% in the domesticmarket and 90% in the export market. The aim of thismerger was to lay the foundations of a growing entitywith a bigger national representation as a chamber ofviniculture industry. BdA represents more than 260 com-panies from all over the viniculture regions of the country.

Members of Bodegas de Argentina are traditionalviniculture companies as well as the new generation ofsmall familiar companies. Among them are wineriesbelonging to founding families of the industry and othersowned by foreign investors. There are importantmultinational companies as well as small and medium-sized enterprises dedicated to viniculture, andcorporations and cooperatives.

Argentina Wine Viticulture

Argentina has three main viticultural regions: NOA(northwest), Cuyo (the west region) and Patagonia (thesouthwest region)

The country has a great diversity of terroirs; 230,000 Hasof cultivated area, the vineyards stretch from north to south,from 22 to 42 degrees latitude, by the Andes; optimumeco-physiological conditions for growth: Continentalclimate, low fertility of the soils and purity of water.

Argentina is the 5th largest wine producer in the worldand the 9th wine exporter.

The domestic market is valued on 1,2 MM dollars, similarthan the export market (1,26 MM dollars).

“Bodegas de Argentina” represents the interests of itsmembers before different organisations or institutions atNational and International level. The main objective is tomediate in wine affairs, communicate and promoteArgentinian wines in the wine industry.


Bodegas de Argentina (BAAC) joined the WIMProgramme in October 2013, and from that moment, themost important part of the educational activities wasprovided by the association itself. Bodegas deArgentina’s chamber developed 4 actions addressed toHuman Resources employees, tourism and oenotourismemployees, marketing and HHRR managers from thewine sector.

In addition, the HHRR commission organised a HHRRForum in Mendoza with 120 guests. One of the threemain ideas was responsible consumption.

Bodegas de Argentina also organises workshops to allBAAC members on how to address responsibleconsumption with their employees. These workshopsare the perfect opportunity to present the Wine inModeration – Art de Vivre Programme, concreteexamples on how the programme is implemented, etc.


46

ARGENTINABODEGAS DE ARGENTINA

6.8

Total Number of entitiesundersigned WCS27


Self- Regulation

WIM programme Argentina is currently working on the firstphase of the project, integrating the WIM message throughthe wine sector. In just three months, BAAC successfullywelcomed 25 wineries, 1 company related to the winesector and 4 wine academies. Half of the companies thatjoined are already using the WIM logo in their internal andexternal communications, organising WIM campaignsrespecting the Wine Communication Standards.

COPAL – Coordinadora de las Industrias deProductos Alimenticios

In coordination with COPAL, the Beer Chamber andSpirits Chamber and the Ministry of Health a Decalogueof Responsible Consumption was prepared last year tobe launched in 2014 as national campaign. BAACparticipated in the procedure contributing through theResponsible Consumption Committee.


Bodegas de Argentina launched the WIM Programmein October 2013, in two important cities: Mendoza andBuenos Aires. The first launching event took place atClub Tapíz, whose owner Patricia Ortiz is also Directorof the Responsible Consumption Committee. 70 guestssuch as winery referents, winery owners, winemakers,local government and press were present

With more than 70 guests such as Presidents, CEO’sand Directors of wineries, key opinion leaders, press,functionaries of the Ministry of Health and Transit andSecurity Department of Buenos Aires, the secondlaunching event held at Casa Nieto of Nieto SenetinerWinery was also very successful.


47

Dissemination of the WIM common message 2013


Euros

Activitiescost10,000

TOTAL22,900

Investment 2013


12,900


9,022

15

80




Since October 2013, BAAC has presented the WIMprogramme at five Wine Fairs, one Wine Award andthree conferences. In addition, all activities concerningcommunication were supported by press releases, radiointerviews and personal meetings with specialisedjournalists which help to further communicate the WIMmessage.

Furthermore Bodegas de Argentina created an alliancewith the principal Wine and Gastronomic Schools in orderto collaborate together at events, actions and wine fairs.


Bodegas de Argentina successfully built severalpartnerships with various institutions and chambers suchas CAVA, Cámara Argentina de Vinotecas y Afines, HertzArgentina, etc. which will enable Bodegas de Argentinato further spread the WIM message. With CAVA forinstance, the WIM message will be disseminated to theconsumers of the wine stores associated to this chamber.Furthermore, WIM Argentina has also started buildingstrong partnerships with companies which are not directlyrelated to the wine sector but that share the idea ofresponsible consumption. That is the reason whyBodegas de Argentina has built an alliance with HertzRent a Car with the objective to build and share theresponsible consumption campaign between BAAC andHertz Argentina.

The Vinos de Chile Trade Association(www.vinosdechile.cl) is a private, not-for-profitentity that represents the country’s vitivinicultural

producers.

It was created in April 2007 after a historic agreementbetween the two pre-existing associations – both nowinactive – Viñas de Chile A.G. and ChileVid A.G., whichallowed Chilean producers to unify the industry’srepresentation for its trade and promotional efforts.

Vinos de Chile currently has 102 member wineries, whichrepresent over 95% of Chile’s exports of bottled wine.

Vinos de Chile was created with the following goals:

• Strengthen and expand the Chilean wine industry byparticipating in analysing and drafting governmentalpolicies on development, promotion, free tradeagreements, and regulations. Promote Chilean wineat home and abroad.

• Promote and communicate research anddevelopment on new technologies and processesthroughout the entire industry chain.

• Provide a point of interaction for the members andorient them in the different aspects of the businesswithout affecting their own identities.

• Improve the skills of the industry’s work force throughtraining and social benefits for industry employees.

Chilean wine market

Chile is the fourth largest wine exporting country on theglobe and the largest one within the New World.

In recent decades Chile’s food and agriculture sectorhas been deploying a successful strategy ofinternationalisation, which has become a pillar of theagro-export basket and of the country’s economicdevelopment. Wine exports make up 2.5 % of Chile’stotal exports and 14 % of exports in the forestry-agriculture-livestock sector. The sector has more than260 companies with annual exports greater than US$50,000, 21 % of which export more than 100,000 UF(aprox. US$ 4.2 million) per year. This means that themajority – 79 % – of Chile’s wine exporters are small andmedium sized companies.

During the past 10 years Chile has been producing anaverage of 947 million liters of wine per year. Most of theproduction is exported and 2013 exports reached to 150countries, with the United States and United Kingdombeing the most important markets, which represent 28% of the total exports together.

From a domestic perspective, the wine industry operatesin several regions of the country, from the CoquimboRegion in the north to the Araucanía Region in the south.The country has approximately 128,000 hectares of


48

CHILEVINOS DE CHILE

6.9

viniferous vines planted and the 2013 production was1.282 billion liters of wine. Cabernet Sauvignon represents34,6 % of the overall production, followed by Sauvignonblanc, Merlot, Carmenère, Chardonnay and Syrah.

Sustainability project

R&D Consortium Vinos de Chile A.G has a new “R&D Wines of Chile”Consortium, which represents an important step forwardand an achievement in the research area associated tobringing together all the vineyards associated to Vinosde Chile A.G., managing to benefit the small, medium-sized and large vineyards, which form part of thisindustry. Through three different programmes, the wineindustry will be able to improve their competitiveness,their positioning and image worldwide while reducingtheir vulnerability: Vineyards Quality, Sustainability, andTechnology transfer Programme.

Sustainability ProgrammeThe Sustainability Programme is a series of projects whichfocus on making the wine chain value environmentallyfriendly, socially balanced and economically viable.Everyone has within their objectives the improvement ofthe current version of the Sustainability Code.

The Sustainability CodeThe Sustainability Code is a tool that is voluntary in nature,focused on incorporating sustainable practices in wine

growing companies, on the basis of requirements in threecomplementary areas: green (vineyards), red (wineriesand bottling plants) and orange (social). Its objective is topromote the benefits of a sustainable production ofgrapes and high quality wines, and to encourage grapeproducers and wine makers to improve their managementby meeting the requirements stipulated in the standard.

To comply with the Codes requirements, the vineyardsmust have an environmental and social managementsystem which, at least, meets current national legislation,independent of the complexity of their operations.

Actions already taken in the differentpillars of the WIM programme

The current version of Vinos de Chile’s SustainabilityCode includes a chapter which deals with COMMITMENTTO CONSUMERS and a specific requirement:

“5.2.2 The company must consider, among itscommunications and advertising, delivering messagesthat promote responsible wine consumption, in orderto avoid behaviors or actions that pose a risk toconsumers and/or other members of society”.

The new version of the Code will include a specificchapter about responsible consumption. Guidelines,including communications and advertising messages;Education; Wine and Healthy lifestyle;


49

As only by acting locally and understanding localneeds and interests can someone successfully actglobally and vice versa, WIM Aisbl is taking action

at local level. Based in Brussels, WIM has communicatedits message through the 1st Brussels Wine Weekorganised by the Bruxelles Region in collaboration withVino Magazine in 2012, a year dedicated by Bruxellesregion to gastronomy (Bruscelicious).

In the spirit of local action, and consistent with itscollaboration with HOTREC, WIM Aisbl has initiated adialogue with HORECA Vlaanderen, the FlemishHospitality Association, to support the Hospitality Sectorin their efforts to reduce alcohol-related harm byintroducing the WIM message and increasing theknowledge of professionals.

In 2012, WIM Aisbl has received funding by the BelgianFrancophone Leonardo da Vinci Programme office

(AEF-Europe) for the coordination of the “VET-ArtdeVivre” Partnership Programme to address issuesrelated to the Vocational Education and Training in thefield of wine, health and responsible drinking.

In addition to these activities, WIM ambassadors’ wineproducts and websites bearing the WIM logo havereached the Belgian market and Belgium was among the3 countries where the evaluation of the programme tookplace, providing valuable information on Belgian Winedrinkers and their drinking patterns, helping to designeffective campaigns to better reach Belgian citizens andcontribute in the reduction of alcohol-related harm


50

ACTIVITIES IN OTHER COUNTRIES6.10

BELGIUM

In July 2013, the Wine Health Conference organised inSydney, Australia, gathered world experts to present andexchange the latest scientific evidence on the impact of

wine consumption on human health. This importantcongress was also the opportunity to introduce the Winein Moderation - Art de Vivre Programme to key

professionals from around the globe; from internationallyrecognised scientists to international representatives of theindustry. The WIM programme received great recognitionand the participants were intrigued by the progressachieved so far asking many questions and showing greatinterest in the programme.

AUSTRALIA

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

implementation of the WIM Programme on behalf ofCyprus wine makers, producers and traders. Theassociation comprises the majority of the Cyprus wineriesand is the official voice of 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 developed a number of actionsto disseminate the message of moderation andresponsibility. Two big conferences were organised topresent the WIM programme and to raise awarenessaround wine, health and social aspects reaching morethan 10.000 people. The conference took place in theframework of the annual Cyprus wine contest and the

Limassol Wine Festival (Golden Jubilee) in collaborationwith the national authorities (Ministry of Agriculture -Dept. of Viticulture and Oenology / WPC) and themunicipality of Limassol.

The events were supported with a press conference andwith a dedicated live TV interview-discussion in the dailymagazine (Syn Plin) of the Cyprus National TV Channel(RIK - CYBC) with a national wide impact.

In 2012, with the leadership of CWA's president andspokesperson, Mr. Antonis Haggipavlou, the WIMmessage was successfully spread the WIM message inmajor national events.


51

CROATIA

CYPRUS

organisations have promoted the work of the Partnershipthrough interviews in relevant media (internet magazines,bimonthly magazines, radio, etc.), presentations atimportant symposia (e.g.: Professional training symposiafor continuous education of medical doctors, etc.),national wine festivals, etc.

The Croatian filière is supportive of the promotion of thevalues of moderation and responsibility and theengagement with key stakeholders in relation to the WIMprinciples and objectives. In this way, the organisationacts as a driver for a comprehensive and coordinatedimplementation of the WIM programme in Croatia.

In Croatia, the University of Split, School of Medicineis leading research in the field of Wine and Health andhas successfully been communicating and raising

knowledge with professionals and the broader publicabout wine and health issues and the risks of theexcessive and harmful consumption of alcoholicbeverages.

At the same time the Croatian Chamber of Economybrings together the whole Croatian sector and activelysupports it with actions such as professional training,communication and representation.

In 2012, the Croatian Chamber of Economy and theUniversity of Split, joined WIM through the uniquepartnership in vocational education and training (VET),VET-Art de Vivre Partnership Programme. These two


52

The National Inter-Professional Organisation of Vinesand Wines of Greece (EDOAO) is responsible forthe 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 successful activitieshave been launched in collaboration with the Ministry ofHealth and Social Solidarity and the sectorial agencies ofrelated branches (oenologists, sommeliers, etc.).

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 symposium withthe participation of influential wine opinion leaders.

During this second period, WIM has been activelysupported by the two most important wine professionalassociations the Oenologist Association (PANEPO) andSommelier Association (PENO). Both associations aredeveloping WIM related training activities for theirmembers and they are partners in the VET art de VivrePartnership Programme.

WIM message has reached wider audience in Greece withthe opportunity of the 1st Thessaloniki Food Festival in theframework of the XV BIENNALE DE LA MEDITERRANEE(Symbiosis) organised by the City of Thessaloniki. WIMwas presented during the round table discussion aboutyoung adults & gastronomy.

Moreover, the Wine in Moderation – Art de Vivre (WIM)aisbl together with the other Partners of the VETArtdeVivrePartnership organised a session aimed at the training andeducation of wine professionals in relation to culture, healthand responsible wine consumption during the Oenoramaexhibition. This was an opportunity to update Greek keystakeholders (producers, professionals, educationalestablishments) and wine professionals with the latestachievements of WIM and sensible drinking but mostimportantly, it was a great occasion for the VETArtdeVivrePartnership Programme to present the work developed sofar and to initiate the necessary dialogue for theintroduction of relevant training.

Also, and for the first time ever, a sommelier associationintroduced a question about responsible serving in theannual national contest of best Sommelier.

PENO introduced two questions about responsibleserving in the final phase of the official contest for bestsommelier of Greece. The contestants were asked overthe issues about drink and driving as well as drinkingduring pregnancy.

Articles about WIM were also presented in sectorialmagazines, such as Wine Plus Magazine with a totalreach of 50,000.

GREECE


53

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

tools and actions to fifty Hungarian independentwine-growers.

HUNGARY

The Moscow International Wine Expo (MIWE) wasofficially launched in 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 andcatalogue and in hundreds of leaflets and brochures that

were 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

SWITZERLAND

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.


54

2012 was a milestone for the Turkish wine sector.Two main events, the 35th World Congress of Vineand Wine organised by OIV and TAPDK (tobacco

and alcohol market regulatory authority in Turkey) inJune and the 4th European Wine Bloggers Conferencein November by the Wines of Turkey, both took place inIzmir.

The Wine in Moderation programme was successfullypresented during the OIV Scientific Congress by DWA,while WIM Aisbl actively participated in the proceedingsof both events bringing the WIM message of moderationand responsibility to relevant key actors.

TURKEY

SWEDEN

With the products of the AmbassadorCompanies well established in the nationalmarket, Sweden was selected as one of the

three countries in which to evaluate the impact of thePilot Project of the WIM logo.

At the end of 2013, WIM also established a relationshipwith Munskänkarna, the largest non-commercialassociation for wine education and wine tasting in theworld. Munskänkarna, is composed of local associationsin 155 cities and villages and counts more than 24 000members. Furthermore, Munskänkarna also organiseswine tastings and wine courses at different skill levels inlocal associations around Sweden and members receivethe newspaper "cupbearer" with "Vinjournalen"presenting wine tips among others. Munskänkarnaincludes information and education programmes inwine, health and responsible drinking.

In that sense WIM and Munskänkarna are a perfectmatch. A presentation of WIM took place in Stockholmin October 2013 in front of the Board of Munskänkarnaand discussions are under way for the participation ofMunskänkarna in WIM.

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

occasions for independent wine-growers (OPVI – CEVInational member) to bear the Wine in Moderation logoand message on their stands. Approximately thirtyindependent wine-growers participated at each fair thatattract a rather large public made up of families. Wine-growers present at the fair assured that the messagewas generally very well received by visitors.

LUXEMBOURG


55

In December 2012 in New York City, WIM Aisblpresented the WIM programme and WIM activities atthe FIVS Meeting. The WIM message reached key

actors of the wider wine value chain from all over theworld and especially from the US. Challenges andopportunities for the implementation of the Programmewere discussed and contacts were established forfurther discussion to explore opportunities forcollaboration.

FIVS acting as an international platform for the winebusiness has been actively supporting the WIMprogramme from the very beginning providing tools tocommunicate the Wine in Moderation - Art de Vivremessage.

UNITED STATES OF 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.

On the occasion of the Wine Vision conference, WIMAisbl and the WIM programme was presented at the firstedition of this conference which took place in Londonfrom 18 to 20 November 2013. The aim of thisconference is to inspire change, create a sustainableglobal wine business, by asking visionary figures toshare their expectations for the future and involving allstakeholders.

UNITED KINGDOM


56 WIM AMBASSADOR COMPANIESMOËT HENNESSYPERNOD RICARD WINE AFFILIATESSOGRAPE VINHOS SA


57

Moët Hennessy is the wines and spirits divisionof the LVMH: Moët Hennessy - Louis Vuitton.As the first producer and exporter of

champagne and cognac as well as a wine producer inmany countries in the world, the company has byessence a very strong wine identity.

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

In 2011-2013, basing its reflection on initiatives, whichhad been developed in the past by its Maisons and


58

MOËT HENNESSY6.11

Regions, Moët Hennessy, has reinforced its commitmentto responsible 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 productsshould remain a pleasure and its consumptionshould never be imposed on anyone.

In 2011-2013, Moët Hennessy has renewed itscommitment 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.


In 2012 & 2013, Moët Hennessy rolled out an internalcampaign on responsible consumption. With thiscampaign, Moet Hennessy has reached out to the 6.500employees of Moët Hennessy worldwide with a two orfour hours in-person training. In the same spirit, anintranet website dedicated to this issue was also createdas well as an e-learning module on responsibleconsumption for employees.

Self-Regulation

Moët Hennessy has been improving its implementationof the Wine Communication Standards over 2011-2013and many ads in the EU now bear the Wine inModeration-Art de Vivre logo. Moët Hennessy will seethat this progression continues.

Moët Hennessy also puts the WIM website address onall the age-gating pages of each of the company’sbrands’ websites. In case the age condition is notfulfilled, the visitor is immediately redirected to the WIMwebpage. These two actions create a good deal of trafficon the Wine in Moderation website.

THE ART OF TASTING IS OUR CULTURE

� It is our Maison’s voca�on to produce premium, high-qualityproducts based on a unique savoir-faire. The historical, culturaland gastronomic dimension of our products is what makes themso extraordinary.

� Our champagnes are meant to be appreciated in modera�on.The Art of Tas�ng is our culture.

IF YOU ARE DRIVING PLEASE TEST YOUR BLOOD ALCOHOL CONTENT

� A�er having savored our products, and before ge�ng behindthe wheel, everyone should first test their blood alcohol levelusing the breathalyzers provided free of charge.

� If your blood level is higher than the legal limit, do not drive.

� Wait un�l your blood alcohol level is below the legal limit before driving or ask one of the hostesses to call a taxi for you.

RESPONSIBLE CONSUMPTION

www.wineinmodera�on.eu

So Clicquot, so responsible

In compliance with exis�ng legisla�on, we do not sell our products to anyone under the legal age.

Ardbeg - Be l vede re - Cape Mente l l eC h a n d o n - C h â t e a u C h e v a l B l a n cChâ t eau d ’Yquem - Cheva l d e s Ande sCloudy Bay - 10 Cane - Dom Pérignon

Moët HennessyGlenmorangie - Hennessy - Krug - MercierMoët & Chandon - Newton - NumanthiaR u i n a r t - T e r r a z a s d e l o s A n d e sVe u v e C l i c q u o t P o n s a r d i n - We n j u n

DOM PÉRIGNON ROSÉ VINTAGE 2003EACH VINTAGE IS A NEW CREATION

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Moët Hennessy is a strong support of Wine in Moderationand uses different opportunities to disseminate themoderation message. This can be achieved through manymeans, like for example making the website addressavailable on the brand’s page, labelling the WIM websiteaddress on the bottles, putting the Wine in Moderationwebsite address on Moet Hennessy’s responsibleconsumption leaflets available at their visitors’ centres.


On every occasion, Moët Hennessy, as a foundingmember of Wine in Moderation, plays its role in helpingthe development and expansion of Wine in Moderation,by approaching potential candidates, in particularcompanies, and supporting, whenever possible, thedialogue between WIM and associations which couldpotentially become WIM members.

is a part of the Responsible Consumption committeeat BAAC. Pernod Ricard Argentina is the 2nd player inthe Wine industry in domestic market, being one of thetop companies in exports over 70 countries.


Pernod Ricard has a dedicated CSR department andCSR leaders within each affiliate, who carefully monitorand co-ordinate the implementation of the Wine inModeration - Art de Vivre Programme and disseminatethe message of moderation and responsibility.

All Pernod Ricard employees (19 000) are involved andparticipate in "Responsib'All Day", a unique initiativeduring which all Pernod Ricard employees worldwidestop their activities and dedicate the day to sharingknowledge and experience on responsible consumptionyearlong programmes among which the WIMimplementation. Employees also act as ambassadorsraising awareness of responsible consumption.


60

PERNOD RICARD WINE AFFILIATES

6.12

Pernod Ricard is a world co-leader in wines & spiritsand the fourth largest global wine operator. As acompany genuinely committed to responsible

consumption its wine affiliates (Pernod RicardWinemakers Spain, Mumm & Perrier Jouët) became keyplayers as Ambassadors of the WIM project very early on.

Several of its affiliates actively participate in the WIMprogramme:

• Pernod Ricard Winemakers Spain – 1st affiliate to jointhe programme and Wine leader in SpainPernod Ricard Winemakers Spain is the globalSpanish wine leader in value. It has a long history ofmaking Rioja wines of unquestionable quality with afirm commitment to its employees, research,innovation, responsible drinking and respecting theenvironment. Corporate Social Responsibility (CSR)is one of the cornerstones of Pernod RicardWinemakers Spain and it was the most activesupporting the WIM implementation at all levels: local,national and international.

• Mumm- Perrier Jouët Mumm, Martell, Perrier-Jouët, (MMPJ) is the brandcompany in charge of production and development ofMartell Cognac and Champagnes Mumm and PerrierJouët. They have also started including the logo on theirback labels.

• Pernod Ricard ArgentinaAs strong supporters of the WIM Programme, PernodRicard Argentina has actively worked with Bodegas deArgentina (BAAC) to launch the programme locally and


61

In November 2013, lectures about responsible drinking"Alcohol and Youth" were developed and given by PernodRicard volunteers in Argentina Wine School, Wine FairHeight and Argentina School of Sommeliers.


Pernod Ricard is a strong supporter of the WIMProgramme and it has been taking action in various waysto further spread the WIM message.

Pernod Ricard Winemakers Spain for instance, hasconsistently included WIM in all communication materialsand activities (wine tastings, wine expos, etc.) targetingboth professionals and consumers and Pernod RicardArgentina has successfully completed stage 1 for theincorporation of WIM logo in their wine brands labels.

All Pernod Ricard Winemakers Spain external and internalcommunications incorporate the WIM logo in for exampleall staff’s email signatures, Campo Viejo’s website with adirect link to the WIM website (40.000 visitors/year), butalso in communication material (30 ads with the WIMmessage in the media; bulletins, information notes, pressreleases sent to both Pernod Ricard employees andMedia, with a total of 18,150 direct contacts; all commercialcommunications, triptychs, annual informs, CSR video andResponsibl’All Day material; etc.) Furthermore, 41,000Winery Tours were organised, meetings with stakeholders,wine fairs and tastings in which 20,000 people (internalstaff, clients and consumer) participated, WIM principlesand the moderation message were always mentioned.

There are also other good examples of how Pernod RicardWinemakers Spain further spreads the WIM message. Forexample, Elena Adell, Chief Winemakers for Campo Viejo– Pernod Ricard Winemakers Spain, incorporates the WIMlogo in her videoblog on YouTube. Raquel Valentin, CSRmanager, has also participated in three differentUniversities talks to explain responsible consumption, theWine in Moderation initiative and how Pernod RicardWinemakers Spain has been implementing it in Spain.

Self-regulation

As part of the Pilot Project of the WIM logo, two of PernodRicard’s wine affiliates – Pernod Ricard Winemakers Spainand Mumm & Perriere Jouët added the WIM logo to theirback labels.

Since its inception, Pernod Ricard Winemakers Spain hasalways championed 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 was the first company to includethe Wine in Moderation logo on its back labels. The WIMlogo is currently present on 19 million bottles acrossseveral Pernod Ricard Winemakers Spain brands and in

different channels in Spain as well as on 12 million bottlesof Campo Viejo on the International market.

The MMPJ Company adopted a new visual identity twoyears ago and decided to include the Wine in Moderation– Art de Vivre’s logo on the Champagne’s back labels. AllMumm & Perrier Jouët champagne now carry this logoworldwide (with respect to local regulation).

Furthermore, as a member of FEV, Pernod RicardWinemakers Spain adhered to the Wine CommunicationStandards (WCS), and since 2009 all of the commercialcommunications, both on-line and off-line media carry theWIM logo and follow the WCS principles. They are alsosubject to the decisions of Auto Control, the Self-Regulation Authority in Spain.

Building partnerships

Pernod Ricard as an Ambassador Company andimportant member of the Wine in Moderation-Art de VivreAisbl deeply believes in continuing building partnerships:all stakeholders have in fact an important role to play. Thisis why Pernod Ricard helps with the development andexpansion of the WIM programme in all occasions.


62

SOGRAPE VINHOS SA6.13

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 theimplementation of the programme in Portugal (under thename “Vinho com Moderação”).

Spreading the WIM Message

During 2011-13 Sogrape Vinhos actively participated in 18conferences with presentations on the WIM Programmeand the need for moderation and responsibility. In the areaof Wine Tourism, the WIM Common Message wasreceived by almost 600,000 visitors. Over 10 000brochures where distributed during the years at variousevents in which Sogrape Vinhos participated. SograpeVinhos sponsored alcohol tests at the leading winefestivals in Portugal, disseminating the WIM Message andfocusing on “Drink-Drive”, with a reach of approximately2,500 people. Students of the hospitality sector (up to 855young people) received wine training from Sogrape Vinhosand were introduced to the WIM Message.

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 1,250ha 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.

In 2011-2013, Sogrape Vinhos continued the commitmentto Social Responsibility in the sphere of Social Aspects ofAlcohol initiated in 2008. The project WINE INMODERATION by Sogrape Vinhos reaches the key areasof intervention defined 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,


63


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 years2012-2013.

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 ResponsibleDrinking Message in all commercial communication. Thisis estimated to have made over 18 Million impacts during2011-13. In addition to this, Sogrape applies a Code ofGood Commercial Practices in Portugal covering Salesand Marketing by the national distribution company.

In commercial communication campaigns whichgenerated over 7 million impacts during 2013, SograpeVinhos included the message of “Seja Responsável. Beba

Communication of the WIM message

2011

2012

2013

TOTAL

3,510

7,500

136,925

147,935

Number of communication productsdisseminated

Total number ofpeople reached

by all activities 13,575,397

2012

2013

TOTAL

400

200

600


Number of “Art de Vivre” trainings 2011

2012

2013

TOTAL

6

13

14

33

Number of WIM dedicated events or events with WIM actions

com Moderação” (Be responsible. Drink in Moderation. Tobe clearly visible, the message was placed in horizontalformat and with a minimum size of 33% of the longest side.


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.


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SUCCESS STORIES7SPREADING THE WIM COMMON MESSAGE

7.1

Wine in Moderation – Art de VivreAisbl launches new website

When? November 2013Who? WIM Aisbl

The new dynamic WIM website was launched on thesecond year anniversary of WIM Aisbl in November 2013.The new website provides relevant information toconsumers and stakeholders, and offers a host ofdynamic, science based and comprehensive informationon the concept of moderation and responsible drinking,on the culture of wine and on the WIM commitment andits growing movement

Fresh visuals as well as a modern WIM monthlynewsletter and a WIM TV channel with animated videos,interviews and WIM video campaigns are alsoprominently featured on the new website addingdynamism, and converging a wealth of information on onesingle platform.

Info

Description of the activity

1


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Consumer Campaign: Quien Sabe Beber, Sabe Vivir

When? From September 2012 to august 2015Where? SpainWho? FEV & CECRVProject cost: € 3 million Target -audience? General Public

“Quien Sabe Beber, Sabe Vivir” is the first nationwide andthe biggest worldwide campaign made by the Spanishwine sector aiming at the diffusion of moderate drinkingas the only way to enjoy wine and the increase of generalknowledge about wine products and their quality attributes(better knowledge leads to better choice). The campaignis addressed to general public from 25 to 50 with specialfocus on women for their significant social role as“educators”, their active attitude towards informationrelated to health and healthy lifestyle and as “prescribers”.

So far about 269,000,000 times, people have beenreached by our campaign through advertising in printedand digital media (advertising and a dedicated webpage).The campaign 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.

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The opinion leaders collaborate on the campaign on avoluntary basis.

The campaign is being evaluated from a 3rdindependent accredited company. Performanceindicators have been placed for the continuousimprovement of the programme impact towards theconsumer. The first evaluation programme so verypositive results, especially in the acceptance of thecampaign by all stakeholders and more significantly thegeneral public.

2


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When? 2 waves April 2011 & 2012Where? 1st City of Porto - 2nd nationwide Who? 1st AEVP, 2nd ACIBEVTarget -audience? General Public

Info

1st Wave - action lead by AEVP

a. Advertising in CinemasWIM was placed in a 4 weekly Cinema Guides-Programme and a 15'' WIM spot was displayed overa period of one month in 20 cinemas in Porto. Thisaction had an average audience of 120,000 people.

b. Street Video PanelsThe video panels acted as giant television screensand were strategically located in the city of Porto witha high impact. The average number of vehiclespassing in front of these panels between 2h and 6his about 1 million per week. About 2.120.000 peoplewere thus reached through 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


Federvini’s successful Drink Test App

When? 1 April 2013Where? Italy Who? FederviniTarget -audience? General public

Federvini supported and promoted the launch of anapp’ helping users learn more about their theoreticalBlood Alcohol Content (BAC) levels. The Drink Test app’not only provides key facts and figures about alcohol,legislation and alcohol content in wine, spirits and beer;it also gives the user guidelines on how to bestappreciate wine and alcohol in moderation.

Moreover, the data provided by the user (gender, weight,food consumption, and number & types of drinks),enables the app to calculate the hypothetical bloodalcohol level and gives the user more information on hisor her alcohol consumption. The benefit of this app isthat the GPS and the A-GPS based technology allowsthe user to immediately find and call a taxi in thesurrounding area.

The Drink Test App was launched during Vinitaly (April2013) with a press conference and supported througha continuous media relations activity. A short video wasproduced in order to explain the correct usage of the

Info


app and further promote it on the internet. Furthermore,Tre Italia – a mobile phone company – textedapproximately 700.000 clients to encourage them todownload the Drink Test app. The message was:“Happy hour or dinner with your friends? Download theapp drink test for free, use it and drink in a responsibleway”.

The presentation and the following media relationsactivity generated 49 direct stories on print, web and TVmedia. As a complementary action, Federvini launchedtwo majors advertising campaigns in Milan and Romemetros and airports in September 2013. For two weeksin Rome and three in Milan, people in the metro couldsee a short video staring the Drink Test App. Due to itssuccess; the campaign is foreseen to be repeated in2014 and 2015 at the same period.

Around 9.000 people have downloaded the applicationso far which is available on on-line stores or via thededicated website: www.drinktest.it.

3

4 Portuguese WIM Campaign - Advertising in Cinemas, Street Video Panels and TV


67

broadcasted 108 times on prime time on national andcable TV (RTP1, RTP 2, 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 toJanuary 2, 2013) with an increased number of totalinsertions, featured 151 on prime time of the nationaland cable TV channels.

A presentation of the TV campaign took place in thePortuguese Parliament before its launch and it wasopened by Secretary of State for Agriculture, JoseDiogo Albuquerque who stressed the importance ofwine in agriculture, the wine in gastronomy, societyand culture, as well as the commitment of theGovernment to associate itself with campaigns ofresponsibility.

The Portuguese WIM Consumer Campaign issupported with the new websitewww.vinhocommoderação.pt and the participation inevents for consumers (i.e. Essencia do Vinho – Porto'sannual wine event; Porto.Come annual food and wineevent)

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

Info

“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 wineparings and discovering unexpected sites of the Frenchwine regions and providing tips for responsibleconsumption of wine, this gastronomic seriessuccessfully created a cultural environment whereFrench Gastronomy and the cultural dimension of wineare successfully paired to inform and educateconsumers in the moderate and responsible drinking ina 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 leader and well-known expert/personalitywere involved in this project: Dominique Hutin: Famousjournalist on National Radio and Atelier des chefs: famouscooking classes’ provider in France.


5 Repas Divin (Divine Meal)


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Where? Italy Who? FederviniTarget -audience? General public, Media and Policy

Makers

Info

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 responsibledrinking pattern represented by the Mediterranean Style.The weekly columns and daily posts follow varioustopics such as: social responsibility initiatives promotedby Federvini’s members or initiatives which are able torepresent the Mediterranean style, the values of theMediterranean style, building up the drinking culture,comparisons between negative and positive behaviors,tips for the weekend -> where to go, what to do in theweekend and future possibilities for engagement withusers (eg. send me your pictures of Mediterranean style).


6 Io Vivo Mediterraneo


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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 affiliates - Pernod Ricard Winemakers Spain& Mumm & Perrier Jouët

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 of the WIMmessage and creating a link with a comprehensivesource of information on wine, health and social aspects,thus the WIM website.

The Ambassador Companies will carry the message ofmoderation where consumers are, making the WIM logovisible in bar, restaurants and retailers. 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 andSweden) 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 identify and measure WIM website trafficsources, such as the labels.

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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.

The "Golden Spitter Contest” –contest of the best spitter– is organised every year during the biggest Wine Fair inParis (more than 150.000 visitors). As spitting is necessaryfor a quality tasting, this contest gave the opportunity toprofessionals and consumers to get rid of theirstereotypes and complexes about wine tasting.

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

In addition to the spittoons, breathalyser tests are availableon every stand (1.000 exponents, 140.000 visitors) andthe message of moderation is displayed.

8 Pilot project on WIM website address labelling

7 Cracheur d'Or (Golden Spitter Contest)


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INCREASING KNOWLEDGE 7.2

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

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

University of Split, UIVProject cost: €180,000

The VET-Art de Vivre partnership, launched in August2012, is a European funded project under the Leonardoda Vinci partnership programme, with a two years’duration and with a focus on the vocational andprofessional education in the area of wine, health andsocial aspects.

VET-Art de Vivre brings together 9 different actors from7 countries of both the wider wine value chain and theVocational Education and Training (VET) area to worktowards identifying market and training needs anddevelop common approaches in the area of wine, health

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1 LDV - VET Art de Vivre Partnership

and 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 & ECVETrecommendation. A Market Training Needs AnalysisReport will be produce, together with a concreteproposals for the respective training of 3 key vocations(Sommelier, Oenologist, Physician), based on thestandards set by European Qualification Framework andthe European Credit System in VET. All results will bepublically available making a significant contribution inthe dialogue for professional education on wine, healthand responsible drinking.


71

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 2011-2013, more than 62 training seminars were delivered toall 15 wine-related professionals & sommelier schools aswell as universities reaching more than 2000 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 trainingmodule: 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 evaluation showa considerable increase in knowledge among seminarparticipants. This is the reason why the WIM seminardeveloped by DWA is now part of the training curriculumthe wine related professional schools.


2 WIM as part of the professional training curriculum


72

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-pages Brochure as well as a pen-drive(memory stick) containing relevant information to helpmembers implement the WIM Programme. 130companies have already been reached by this activitywith a total cost 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 Programmein the warehouses adjacent to its headquarters. The goal

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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 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 Sustainable Futurewith Moderate Wine Consumption" and “Businesscommunication: Self-regulation or legislation?” promotingthe WIM programme while raising awareness knowledgeand significance over the issues of wine, health and socialaspects and the WIM pillars.

5 WIM Training - Structured Approach for Professionals and General Public

Project Name: MH Training on Responsible Consumption

When? June 2012 – August 2013Where? Around the worldWho? Moët Hennessy employees 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.

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3 Moët Hennessy – Responsible Consumption Training

When? Every yearWhere? WorldwideWho? Pernod Ricard Target – audience: Pernod Ricard employees &

external stakeholders

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4 Pernod Ricard Wine Affiliates’ Responsib’ALL Day


73

Where? Italy Who?: UIV Target – audience? Young General Public

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 abouttwenty-five thousand young people under the age ofthirty in sixteen Italian universities and over sixty-twothousand contacts on the web.

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The message communicated to these young peopleincludes positive consumer awareness and supportsmoderate wine consumption by presenting wine in anew dimension. Wine represents indeed hidden history,tradition, culture of places, food and products of theterritories, as well as relations between people. Theproject "Vino e Giovani", considers wine as a subject ofstudy, and offers to discover wine under new "formats",for example: communication-oriented training purposes,based on a programme widely experienced inuniversities and articulated in conferences, free tastingsand tours, moments of entertainment, with theinvolvement of personalities active in the world of musicand entertainment.

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

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

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 three seminars on how to “Be prepared to speakwith your 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.

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6 “Be prepared to speak with yourchildren about alcohol”

7 Vino e Giovani

Responsib’ALL Day is organised by PernodRicard every spring. During this day, all 19 000Pernod Ricard employees stop their activitiesand dedicate their day to CSR and moreparticularly to responsible consumption. It isthe opportunity to ensure same levels ofawareness from staff from one country to thenext, highlighting yearlong activities and bestpractices, as well as the opportunity for eachemployee to participate in concrete actions onresponsible consumption among which WIM.Specific topics such as drinking & driving,alcohol and youth, strengthening codes ofconducts, and Pernod Ricard’s fivecommitments (reducing underage drinking,reducing drinking and driving, strengtheningand expanding marketing codes of practice,providing consumer information anddeveloping responsible product innovations,and enlisting the support of retailers to reduceharmful drinking) have been addressed.



74

SELF REGULATION7.3

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

On January 1st 2009 the "Self-regulation Wine Code" cameinto force in Spain in order to follow the implementation ofthe European Wine Communication Standards (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 communication.

The verification and external control to guarantee theagreed measures has been entrusted to "AUTOCONTROLde la Publicidad", the national organisation in Spain incharge of 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.

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1 Implementation of Self-Regulation in Spain


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

In order to visit any of Moët Hennessy’s brands’webpages, visitors from all over the world have to gothrough the age-gating page, to discourage underagepeople from accessing the website content. Thispage also bears the Wine in Moderation Message.Moreover, if the age condition is not fulfilled, visitorsin the EU are immediately redirected to the WIMwebpage. This way, Moët Hennessy has triggeredmore than 53.000 connections to the WIM website.This is therefore considered a very good way to raiseawareness about the Wine in Moderation – Art deVivre programme.

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When? 2012Where? All commercial communicationWho? Sogrape Vinhos MarketingProject cost: est. € 100,000Target - audience? Consumers in general

Info

Sogrape Vinhos has implemented the WIM Self-regulation code in conjunction with the APAN Code ofGood Practices in Alcohol Communication in all of itscommunication and promotional material, resulting inthe inclusion of the WIM logo and the authorisedResponsible Drinking Message in all commercial

communication. This is estimatedto have made over 15 Millionimpacts during 2011-12.

In addition to this in Portugal,Sogrape applies a Code of GoodCommercial Practices coveringSales and Marketing by thenational distribution company.


2 Self-Regulation by Sogrape Vinhos

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

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76

WINE INFORMATION COUNCIL 7.4

The Wine Information Council (WIC) is one of the threepillars of the WIM programme. WIC acts as the focalpoint of credible scientists and research centres onhealth, social and cultural aspects of wine drinking,committed to promote moderation and responsibility inthe consumption 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 fulfil this objective, WIC maintains a web portal with acomprehensive on-line database communicatingobjective and unbiased science evidence-basedinformation and organises scientific events. Taking intoaccount the growing needs of the WIM programme anddemand to optimise tools, WIM Aisbl, supported by theWIC scientific advisory group, has undertaken a recentexercise to refresh and update the WIC Communicationtools.

The restructuring of the WIC website supports thedevelopment and the communication of WIC activitiesand increases their impact among professional andlarger audiences.

The new http://www.wineinformationcouncil.eu websitewas delivered in the first quarter of 2013 and today allWIC stakeholders can use the WIC website to accessevidence-based information and keep abreast of thelatest wine, health and social news.


1 New WIC website

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

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When? November 27, 2013Where? Brussels, BelgiumWho? WIC – WIM Aisbl, Deutsche Weinakademie, Vin

et Société Project cost: € 26,000

Following the success of the inaugural conference heldin 2009, the Wine Information Council decided toorganise a second conference: “Wine in Moderation:from Science to Art de Vivre”. The purpose of theconference was twofold:

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When? July 18-20, 2013Where? Sydney, AustraliaWho? The Australian Wine Research InstituteTarget - audience? Professionals of the Wine value

chain and Scientists.

In July 2013, the Wine Health Conference took place inSydney, Australia and gathered world experts to presentand exchange the latest scientific evidence on theimpact of wine consumption on human health, providingan insight in the biological mechanisms involved.Sociological outcomes of the use and abuse of wineand, consequently, public health priorities werepresented. This important congress which takes placeevery three years also provided an opportunity tointroduce the Wine in Moderation initiative to animportant number of experts from around the globe.

Specifically, successes of the Wine in Moderation-Art deVivre Programme (WIM) in Germany, including theimplementation in professional schools, was presentedto the participating researchers by Ms. Ursula Fraderafrom the Deutsche Weinakademie. Ms. Fradera detailedthe critical success factor for training young wine

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professionals being the balanced and evidenced-basedscientific information (from the Wine Information CouncilScientific database).

This recognition of the WIM programme in Sydney wasnot confined to the Wine Health 2013 Conference, it alsoextended to the 15th Australian Wine Industry TechnicalConference that welcomed more than 1000 internationalwine industry participants. During a workshop, U. Fraderaexplained the details of the programme and gaveexamples of the various implementations in the 13participating countries. WIM was warmly welcomed bymany personalities from the wine sector, Australianwinemarkers among others were impressed with the ideaof WIM and many scientists expressed a keen interest inWIM especially those coming from the United States.

All in all, the conference offered great opportunities forinternational collaborations with the key scientists in the fieldof wine and health, learn about the latest research resultsand provide direction for new research efforts, all of whichcan contribute to the evidence base for public policy.

3 WIM at Wine Health 2013 Conference

2 Second Wine Information Council Second Scientific Conference: “Wine in Moderation: from Science to Art de Vivre”

• to explore the current scientificevidence on patterns of wineconsumption compatible witha healthy lifestyle; and

• to better understand thechallenges around thedefinition of responsibledrinking and their consistentcommunication to consumersin order to effectively promotethe adoption of low-riskpatterns in real life, whiletaking into account thediversity of cultural and socialaspects of wine consumption.

More than 100 internationalexperts attended the conferencewhich was supported by Wine inModeration-Art de Vivre, under thehigh patronage of the InternationalOrganisation of Vine and Wine andwith the support of the DeutscheWeinakademie and Vin et Société.

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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 offered the opportunity tointroduce the Wine in Moderation initiative tointernational delegates and experts.

Ms Fradera (WINE in MODERATION – more than socialresponsibility) presented the objectives of the WIMmovement and commented on the opportunities foreducation and knowledge provision to promote

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moderate, responsible wine consumption and, in turn,act as a catalyst for the cultural change needed toreduce alcohol-related harm.

Dr. C. Stein-Hammer (WINE in MODERATION – Nationalimplementation of the European programme with theexample of Germany) presented information on how theWIM initiative was implemented and evaluated inGermany. She concluded with the evaluation results ofthe work done noting the significant increase inknowledge among the programme participants, evidenteven one year after the seminar.

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

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


78When? 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.

Through scientific symposia, the Deutsche Weinakademieinforms physicians and other health professionals (highprofile multipliers) about “Wine, health and socialaspects”. This professional group was purposely chosenby DWA as the primary target group noting their scientificbackground, abilities to understand and evaluate theresearch data and translate this data for their patients(consumers) informing them of the benefits and risks ofwine consumption.

Prof. N. Worm, a well-known scientist, explained that,according to the latest scientific evidence, moderatewine/alcohol consumption significantly reduces the riskof the metabolic syndrome, diabetes and lowerscardiovascular and total mortality rates. He concludedthat, based on these results, moderate wineconsumption can be 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-

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

drinking pattern of mostly spirits is predominant. Themain objective of young people is to get drunk. Basedon this evidence, he explained that prevention strategiesare evolving, away from not drinking any alcohol at all tostrategies promoting a responsible and safe use. Suchstrategies are more realistic for the target group andincrease the credibility of alcohol prevention 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, and thesymposium received broad press coverage (1491 mediacontacts, article in AIM newsletter, TV interview with Prof.Worm, WIC newsletter, VINOMED and Der Tagesspiegel).

4 WIM presentation at the OIV Congress


79

BUILDING PARTNERSHIPS 7.5

When? May 2014Where? Porto, Portugal - EU wide Who? WIM & RECEVIN

RECEVIN, the European Network of Wine Cities, hasjoined forces with WIM Aisbl to curb alcohol-related harmat the same time as preserving the millennia-old heritageand culture of wine. The main objective of thepartnership agreement, signed in Porto between the twoEuropean associations is for members of RECEVIN(European wine cities) to establish partnerships, on avoluntary basis, at national / local level with therespective national WIM Members (e.g. national wineassociations; WIM Ambassador Companies) and worktogether with consumers to establish moderation as atrend and responsibility as a culture, safeguarding theimportant role of wine in our European Wine Regions.

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Description of the partnership agreement

1 WIM & RECEVIN

When? May 2012Where? Brussels - EU wide Who? WIM & HOTREC

A Memorandum of Understanding between HOTRECand Wine in Moderation was signed to motivate andfacilitate members of HOTREC, to establish partnershipsat the national and local level with representatives of theWIM programme. Areas of co-operation will be identifiedand the partnerships will work to promote responsibledrinking among professionals and consumers.

By signing this partnership agreement, both associationshave strengthened the implementation of theircommitments towards the European Alcohol and HealthForum (EAHF).

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Description of the partnership agreement

In 2012, building on the already-successful collaborationof FEV and FEHR, the relevant Spanish associations, theMoU brought together the relevant associations fromPortugal, Belgium and France to explore possibleopportunities for collaboration and the joint-developmentof activities to promote responsibility and moderation tobroader audiences.

At the conclusion of the 4th WIM conference organised inLisbon, Portugal by ACIBEV, a protocol to develop aresponsible service programme for HORECA was signedbetween WIM (represented by ACIBEV) and APHORT(member of HOTREC).

2 WIM & HOTREC


80When? 11 October 2011Where? Brussels – European Committee of the Regions Who? WIM & Euro-Toques

Repeating the successes 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 11October and offered an opportunity for chefs to promotequality, artisanal, local and traditional food products.

Euro-Toques and the Comité Européen des Entreprises Vins(CEEV), which represents the wineries and wine businessof the European Union, worked in collaboration to enhancethe European culinary heritage message and anunderstanding of the quality and diversity of the Europeancuisines. While top Euro-Toques chefs developedspecialties from their respective countries, CEEV providedquality wines from thirteen regions of six 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 howour gastronomy and our wines, when enjoyed responsibly,are an integral part of the European life and culture.

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4 WIM and Euro-Toques: an Alliance between Gastronomy and Wine

When? September 2011Where? Brussels - EU wide Who? WIM & Friends of Glass

In 2011, with the aim to introduce the WIM message to thewine value-chain, WIM signed a MoU with Friends of Glass.

As part of the WIM partnership with FEVE and Friends ofGlass (FoG), WIM has supported the FoG's Facebookrecycling game called “Pass the Bottle". This campaignuses a Facebook game to bring people together to playand learn about environmental and social responsibility ina light-hearted and rewarding way and the “Wine in

Info

Description of the partnership action

Moderation, Art de Vivre” message was featured in thecampaign to spread the word about drinking responsibly.The message was seen by thousands of visitors throughthe use of online and offline tools. In addition, WIM andFOG have engraved more than 200 glasses with theirlogos that shows a measurement of alcohol that isconsidered to signify “moderate consumption”.

In 2013, as part of the second year anniversary celebrationof Wine in Moderation-Art de Vivre (WIM) Aisbl, theassociation organised its annual event at the Museum ofMusical Instruments (MIM) in Brussels on 26 November2013. For this second anniversary celebration, WIM wasproud to have the support of the European ContainerGlass Federation - FEVE and the consumer platformFriends of Glass.

3 WIM & Friends of Glass: Pass the bottle


81"A Copo!" (Wine by the Glass), programme launchedby ViniPortugal (the national wine promotion agency)in Lisbon and Porto, allows consumers to choose thestyle of wine they want to try, and drink it in the measurethat is right for them, without being committed toordering a full bottle when they would like just a glass.The programme facilitates and encourages consumersto drink responsibly and really enjoy the wine they havechosen.

Sogrape Vinhos cooperated with the national winepromotion agency – Viniportugal – in the “Wine by theGlass” events in Lisbon and Porto, sponsoring a teamto distribute WIM information and offer voluntarybreathalysers for people in restaurants and wine bars.The team invited consumers in restaurants and in thestreet to test their alcohol levels after tasting the winesthey had selected while spreading the WIM messageand 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.


5 ViniPortugal - Sogrape Vinhos: “Vinho a Copo!”

When? May 2012Where? Lisboa - OportoWho? Viniportugal & Sogrape

Info

III. Evaluation of the DWA ProfessionalEducation Programme (Germany)The evaluation of DWA’s WIM training offer inGermany (2010-2011) was continued over the period2012-2013. Approximately 800 students from sevenProfessionals Schools participated annually, byanswering the same questionnaire on threeoccasions (before seminar, just after seminar and~1year later). This mechanism aims to bettermeasure the knowledge gained and the educationimpact over time. The results are analysed by anexternal evaluator (for the period 2012-2013 – GreenMonday)

Evaluation of the WIM Campaign - Pilot Project WIMlogo/web-address voluntary labelling.(Spain, Belgium, Sweden)

The research was carried out in Spain in October 2012,and a follow up wave was conducted in October 2013.In Sweden and Belgium, the initial wave of data wascollected in March 2013, and the follow up wave wascollected in March 2014. Research was conducted byway of an online survey using Wine Intelligence’s Vinitracomnibus survey platform. Sample sizes were as follows:

Sampling was controlled using a quota on gender, ageand region of residence which reflected the profile of thewine drinking in the given markets based on calibrationsurveys of wine drinking among all adults.

The traffic sources of the WIM website (incl. labelling)were measured with an on-line poll in the website from


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EVALUATION &DISSEMINATION8

The growth of the WIM programme and actionscoupled with the growing need of the public andour stakeholders to measure results and

outcomes, lead us to increase accountability efforts andmore comprehensively evaluate the impact of ouractions.

During this commitment period three evaluation surveyswere launched:

I. Evaluation of the WIM Campaign - PilotProject WIM logo/web-address voluntarylabelling. (Spain, Belgium, Sweden) In 2012, WIM Aisbl commissioned Wine Intelligenceto conduct consumer surveys in Spain, Belgium andSweden to evaluate the Wine in Moderation - Art deVivre campaign including the Pilot Project ofvoluntarily placing the WIM logo/website address onwine labels by two WIM Ambassador Companies.

The Research objectives included: 1. Measurement of consumer drinking behavior;2. Comparison of existing perceptions of moderate

and excessive alcohol consumption;3. Measurement of awareness/effectiveness of WIM

activities;4. Establishment of a baseline and initial tracking

wave to see what, if any, change is occurring inany of these measures.

II. Evaluation of the "Quien Sabe Beber, SabeVivir" Campaign (Spain) In the frame of the campaign (2012-2014) anevaluation survey with eye-tracking assessment andon-line interviews have been conducted by theindependent organisation body Milward-Brow tomeasure the impact of the advertising campaign.Three annual surveys are planned in total during thelife of the campaign, and the results will guide largeWIM campaigns in other countries.

EVALUATION: IMPACT AND OUTCOMES 8.1

COUNTRY

Spain

Belgium

Sweden

1st wave

1,060 (Oct 2012)

1,192 (March 2013)

1,003 (March 2013)

2nd wave

1,012 (Oct 2013)

1,207 (March 2014)

1,046 (March 2014

November 2012 to December 2013 with 13,621responses and Google analytics. The responses werecontrolled with “cookies” to avoid respondents replyingmore than once. The results of both mechanisms wereevaluated by Wine Intelligence.

Awareness and understanding of Wine inModeration - Art de Vivre (WIM)) campaign

One of the purposes of the study was to measureawareness of the Wine in Moderation-Art de Vivre (WIM)campaign, to understand how that awareness cameabout and to determine the nature and reason for visitortraffic to the Wine in Moderation – Art de Vivre website(wineinmoderation.eu).

Awareness levels of WIM were highest in Spain, wherein the 2013 survey, 16% of consumers stated that theywere aware of the logo which was shown to them in thesurvey. This compares with 14% awareness in Spainusing the same survey method in the 2012 survey. InBelgium, awareness was 7% in the 2014 survey (8% in2013) and in Sweden 8% in 2014 (6% in 2013).

The methods by which respondents became aware ofthe WIM logo were different in each country. In Spain, it

was most likely to have been noticed on the back labelof a bottle (44% of awares) or in a magazine (35%); inBelgium, respondents claimed to have seen it in a shop(32%) or in a magazine (30%); in Sweden, 50% said theysaw the logo on a website.

Out of the Spanish individuals aware of the logo,around 21% had visited the www.wineinmoderation.euwebsite and 30% the “Quien sabe beber, sabe vivir”website (also part of the Spanish implementation of theWine in Moderation- Art de Vivre Programme ). InBelgium, 16% those with awareness of the logoclaimed to have visited the website; while in Swedenthe proportion climbed to 38%.

A separate survey, based on the website itself, askedrespondents to state how they learned about theexistence of www.wineinmoderation.eu. The data fromthis survey were also analysed showing that searchengines, other websites and advertisements played adominant role across all markets. Around 1 in 5 surveyrespondents in Sweden and Spain stated that they hadbeen prompted to visit the website by information (WIMlogo/website address) on a wine label, while word-of-mouth accounted for 9 and 18% of visits, depending onthe country.


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Support for the Wine In Moderation - Art DeVivre (WIM) Campaign

When questioned, more than three-quarters of thoseaware of the Wine in Moderation logo in Spain aresupportive of the campaign. This percentage is lower inBelgium and Sweden (though it remains the top valuestatement). This may be correlated with the significantlylower level of WIM activity in these markets compared toSpain.

Behaviour change as a result of The Wine InModeration-Art De Vivre (WIM) Campaign

Between 17% and 28% of the study participants in thethree countries who were aware of the Wine inModeration-Art de Vivre campaign responded that theyhad changed their wine drinking habits as a result oflearning about the campaign. The highest proportion ofindividuals (28%) saying they changed their winedrinking habits was found in Spain. The lowest was inBelgium, with 17%. The proportions remained stableover the two waves of the study.

Conclusions

The evidence from the study suggests that basicdrinking patterns do vary between countries. There is asignificant variance between the stated drinking patternsof Spanish, Belgian and Swedish wine drinkers. Insummary, Spanish drinkers tend to drink wine on moreoccasions in a typical month, but drink less per occasionthan individuals in northern European countries.

The Wine in Moderation-Art de Vivre campaign hasachieved a respectable level of awareness in Spain, whereit has been running for a longer time, and with moreintensity of action, than in the markets of Belgium andSweden. The overwhelming majority of consumers whoare aware of the campaign in Spain said they supportedthe aims of the campaign, while just under half of theindividuals aware in Belgium and Sweden expressed their

support. While more data would need to be collected tovalidate the hypothesis fully, there seems to be anassociation between the length of time and intensity of theWine in Moderation-Art de Vivre campaign and change inbehaviour among those aware of the campaign. In Spain,the campaign appears to have had a meaningful impacton behaviour of approximately 4.5% of all Spanish wineconsumers (16% awareness * 28% change in behaviouramong awares), or approximately 500,000 consumers.

The website appeared to be a popular destination forthose seeking knowledge about moderate drinking. Themain traffic driver was search engine results, with sometraffic also coming from other sites and from websiteaddress listings on bottles of wine.

Even though the survey provided a solid baseline andgood reflection of current situation, it is it is difficult withonly two waves, 12 months apart, to safely ascertainwhether any trends are at work at this stage.

The segmentation method adopted by this paper will bereviewed as part of the evaluation process of this pilotproject for Wine in Moderation-Art de Vivre. The datasuggests that there are certain “at risk” groups, notablyPOPULATION 3 (EbMp)* and POPULATION 4 (EbEp)*which should be considered by future policy andinformation efforts. It may also become part of policygoals to increase the proportion of POPULATION 1(MbMp)* whose behaviour and perceptions suggestthat they are aligned with the philosophy and goals ofthe WIM programme.

Deutsche Weinakademie - Wine inModeration – Art de Vivre Seminar inprofessional schools.German imple-mentation of the European initiative2012-2013.

Introduction

On behalf of the German wine sector, the Europeaninitiative WIM is implemented by the DeutscheWeinakademie. The focus is on educating wineprofessionals on moderate wine consumption. A Winein Moderation - Art de Vivre seminar was developed andtopics such as wine as part of a healthy lifestyle,responsible drinking patterns, metabolism of alcohol inthe body, benefits of moderate wine consumption, risksof excessive and hazardous intake of alcoholicbeverages as well as the wine-related legal frameworkare covered.

These half-day seminars contribute to the education ofwine professionals and all wine-related Germanvocational schools (winemakers, cellar-men), sommelierschools of the chamber of commerce, technical schools(for viticulture) as well as one university participate. Thecurrent analysis includes the questionnaires from 22


84

*A further profiling exercise, using the entire dataset (ie both waves) was

undertaken to analyse four different populations:

POPULATION 1: Respondents with moderate wine drinking behaviour

and whose perception of moderate wine consumption is within the

guidelines set out by WIM (MbMp)

POPULATION 2: Respondents with moderate drinking behaviour, but

whose perception of what constitutes moderate consumption is in excess

of the WIM guidelines (MbEp)

POPULATION 3: Respondents with excessive drinking behaviour but

whose perception of what constitutes moderate consumption is within

the WIM guidelines (EbMp)

POPULATION 4: Respondents with excessive drinking behaviour, and

whose perception of what constitutes moderate consumption is outside

the WIM guidelines (EbEp)

While the focus of WIM is the general public, theWIM programme acknowledges the benefit ofbroad dissemination of WIM programme

results to stakeholders including international wineprofessionals, wider value-chain professionals,researchers/academics, policy & decision makers,authorities and media.

WIM programme results are also disseminated boththrough on and off-line tools and efforts.

WIM Aisbl submits reports (intermediate and the final) tothe European Alcohol and Health Forum annually. Thisreport is evaluated by the EC and made publicallyavailable on the EC’s DG SANCO website.

In addition to the reports to the EAHF, the WIMProgramme Implementation Reports provide in-depth,accessible information and in an illustrated way(infographics) in relation to the WIM commitment andresults, facilitating reading to fully understand WIM’scommitment and the achievements of the myriads WIMactivities at international, national and local level. Onethousand copies of the WIM programme implementationreport 2011-2012, were printed and disseminated acrossover 20 countries. A distribution is planned for thiscurrent report. The report is also available for downloadin the new “Accountability” section of the WIM websitewww.wineinmoderation.eu

In addition, WIM members communicate the overall andnational WIM implementation results through theirannual reports, memos and intermediate reports. AllWIM Members have embedded in their websites, linksto the WIM website.

Results and important information of pillar-specific actionare disseminated through dedicated websites namely thewww.wineinformationcouncil.eu and the www.artdevivre-edu.eu for professional education.

Updated WIM Activities/news/results are alsocontinuously communicated through press-releases,website(s), newsletters, social media platforms (LinkedIn)and are further taken up by media.

In parallel with the online tools and the publications,valuable dissemination activities are achieved throughkey message provision at key events includingscientific, policy and marketing conferences andjournals, Wine Expos, partnership launches, EAHFmeetings, General Assemblies, Board Meetings andworking groups that include the target audience andkey actor.

The WIM Aisbl’s November Annual Event and SpringGeneral Assembly act as the programme’s milestonethat brings together all the key actors to discuss on theWIM results and plan future actions.


seminars in 8 different professional schools during 2012and 2013, which took place on 1 of their 2 mandatoryproject days during the school year.Before the start ofeach seminar, participants completed a questionnairewith 5 questions designed to assess their existing levelof knowledge before the seminar (referred to as T1).Immediately after the seminar, the same questionnairewas completed again to reveal how much had beenlearned (T2). Approximately 6 months later, the studentswere asked to complete the same questionnaire again,to assess whether the knowledge had been retained(T3). The number of questionnaires analysed for the 3sessions were: T1 - 445; T2 - 399; T3 - 254. Theiranalysis was carried out by an independent agency,Greenmonday, Netherlands.

Overview of the Results: Main conclusions

• Participation in the 'WIM-Art de Vivre seminar'increased participants' knowledge in all areassurveyed.

• The seminar contributed to a long-term improvementin the level of knowledge on the effects of alcoholicbeverages intake.

• The seminar consolidated existing knowledge, andthough there was some regression after one year,participants’ knowledge on each topic remainedgreater than it had been prior to the seminar.

• The largest increase in knowledge was found in thefollowing topics: Definition of moderate wineconsumption; benefits of moderate wine/alcoholicbeverages consumption; risks of excessiveconsumption/misuse of alcoholic beverages.

• A long-term effect (i.e. only a small decrease or evenan increase in knowledge after one year) was foundwith regards to how long it takes for a blood alcohollevel of 1 per mill to be metabolized in men andwomen: Identifying who will have a higher bloodalcohol concentration after consuming the sameamount of alcohol; identifying particular individualswho should avoid alcoholic beverages, or situationsin which wine or other alcoholic beverages should beavoided.

DISSEMINATION 8.2


86

END NOTE9It is always impressive to look back and realise how

far your steps have taken you.

This report acts as a window to our three year journeyand gives us the opportunity to share, our WIM - Art deVivre stories and achievements with you. It gives us theopportunity to acknowledge the many individuals andorganisations that have devoted their time and effort andcontributed to the sustainability of our societies and thepromotion of a healthy and modern lifestyle.

We are proud of the steps taken and the resultsachieved, but we recognise the many challenges yet infront of us.

Our experience and learning from the past makes usready for our next advancements. We are committed tothe continued development of partnerships, increasingimpact and broader relevance on an international scale,with the WIM message becoming a recognisedinternational reference point for the wine sector’scommitment to social responsibility.

For these next steps, we welcome all those who supportinitiatives that seek to reduce harmful alcohol-relatedbehaviours, at the same time as preserving the cultural,environmental and economic place of wine in oursociety. We look forward to new alliances with those whosupport wine in moderation and the art de vivre.

Published by: Wine in Moderation-Art de Vivre (WIM) Aisbl · 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]

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