IMPLEMENTATION REPORT

Transcription

1 W I N E, A C U LT U R E O F M O D E R AT I O N IMPLEMENTATION REPORT

2 WINE, A CULTURE OF MODERATION A sustainable wine culture that inspires healthy lifestyles and well-being 2

3 Table of Contents 1. Foreword 4 2. Why WiM? What is the Programme? Values, Principles, Missions Governance Accountability The Programme The Programme Overview WiM Association European/International WiM Actors (CEEV, Observers, Partners) National Coordinators 24 Argentina 24 Austria 25 Chile 26 France 27 Germany 28 Italy 29 Portugal 30 Spain 31 The Netherlands 32 Sweden Ambassador Companies 34 Moët Hennessy 34 Pernod Ricard Wine Affiliates 35 Sogrape Vinhos SA Other countries Good practices Organise Action Empower Professionals Encourage Moderation and Responsibility End note 54 July 2016

4 1. Foreword We are happy to see that the Programme is gaining traction, and has grown into a horizontally and vertically integrated international social responsibility Programme focused on self-regulation, education and sharing science.

5 Celebrating our 8 years since the launch of, and only 4 years after the creation of the WiM Association ( aisbl) to manage the Programme, we continue our mission to provide a common reference that unites the entire international wine sector and the wine value chain. Our goal of fostering a positive approach to the culture of wine and making a measurable contribution in the fight against alcohol abuse and related harm, continue to be the commitment of. By empowering professionals and promoting responsible practices, we encourage moderation and responsibility in the way people appreciate wine and alcoholic beverages in general. In we have not only had a year of growth and action but also a year of planning for the future. Growth With the addition of Vinos de Chile in early 2014, the Programme continued its expansion in South America, while in 2015 growing significantly in Europe. The Dutch wine trade association KVNW joined WiM and launched a fresh and innovative national Wine in Moderation campaign. The adhesion of the FFVA, representing aperitif wine, expanded the reach of the Programme into more categories of wine and to a greater number of consumers. Recognizing the role and contribution of, OIV, the International Intergovernmental Organisation of Vine and Wine accepted the WiM Association as an Observer. In addition, was at the heart of the 38th Vine & Wine World Congress and was praised by national officials and representatives of the wine sector. In parallel, the WiM Association developed a partnership with the Mediterranean Diet Foundation/FIVIN and joined the Parallelo 40 - the Mediterranean Diet International Observatory - building a greater capacity to understand scientific evidence. While continues to receive support from authorities, NGOs and the wine sector, in early 2016 the WiM Association welcomed to its membership the largest wine club in the world, Munskänkarna, the Swedish not-for-profit association, which counts more than wine consumers as members. Action WiM Association members continued and increased their efforts by delivering a myriad of activities especially in the area of information and education. Multi-channel campaigns, tailored activities and new communication tools spread the message to an ever-increasing audience. The innovative Born Digital Wine Awards by raised the importance of the need for responsible messaging to wine communicators and key opinion leaders. WiM Association actions include training on wine, health and responsible practices, and the development of a formalised official vocational education framework for key wine professional s groups. These actions are building on the Programme s existing experience and successful seminars, international cooperation and the work developed by the VETartdeVivre Partnership Project (EU-funded programme). Proud for the results achieved and committed to the continuous development and growth, the WiM Association has coordinated the drafting of the Programme Strategy to guide our actions and address the challenges ahead. We firmly believe that will successfully continue to reinforce the social responsibility of the international wine sector and ensure a sustainable wine culture that inspires healthy lifestyles and well-being. George T. D. Sandeman President of the WiM Association 5

6 2. Why WiM? Key Moments in Time for 2.1 What is the Wine in Moderation Programme? Wine is integral to many lifestyles and cultures across the world and enjoyed by millions of people. However, while for the vast majority of consumers wine products represent a pleasurable beverage enjoyed responsibly and in moderation, a minority misuse alcoholic beverages in ways that are damaging to themselves and that can harm others around them. To inspire healthy lifestyles and well-being and to contribute to the reduction of alcohol-related harm, the European wine sector came together in 2008 and developed the - Art de Vivre Programme. Since then, the Programme has been growing continuously and has become the Social Responsibility reference programme not only of the European wine value chain but of the international one. is a common programme centrally coordinated and nationally implemented, with the capacity to adapt to local needs while respecting cultural diversity. It builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain; raising awareness and knowledge about responsible drinking patterns and moderate wine consumption. The Programme works to encourage responsibility and moderation in the consumption of wine as a cultural and social norm and inspires healthy lifestyles with a view to preventing and reducing alcohol abuse and its related harm. At the same time, it preserves a sustainable cultural, environmental and the economic place of wine in our societies is becoming the international social responsibility movement of the whole wine sector. WiM Association joins the International Organisation of Vine and Wine (OIV), as Observer. Expansion of to South America. Second Commitment Programme to the EAHF. Founding of the WiM Association by the EU wine sector. First time the European wine sector unites under one common programme. Launch of the Programme by CEEV as a commitment to the European Alcohol and Health Forum. EU Strategy to support Member States in reducing alcohol-related harm. 6

7 2.2 Values, Principles, Missions Programme Values Diversity We respect and celebrate diversity. We tailor our actions to respect and address cultural identities and needs. Credibility We are led by scientific evidence and we are accountable of our actions, seeking continuous improvement. Moderation & Responsibility We embrace moderation and responsibility in all our actions. Partnership We are friendly and open. We build partnerships with all relevant stakeholders to reach common goals. Dedication We are passionate and committed to make a difference. Programme Principles While the vast majority of consumers enjoy wine in moderation, a minority misuse alcoholic beverages in ways that can be damaging to themselves and that can harm others around them; Responsible and moderate consumption patterns of wine can be compatible with a healthy lifestyle; Wine is integral to many lifestyles and cultures across the world; Wine drinking patterns depend greatly upon local traditions, education, gender, age group and socio-economic factors; efforts to promote moderation should be tailored to the needs of each population; Efforts to promote moderation should be based on sound research, social and cultural aspects; The wine value chain brings an invaluable social, cultural, agricultural, environmental and economic contribution to regions and countries; All representatives of the wine sector; in every region and at every step of the value chain; have a role to play in finding the best ways to communicate about the value of moderation and to contribute to the reduction of harm from abusive and hazardous drinking. 7

8 Programme Missions Organise Action Encourage Moderation and Responsibility Empower Professionals The Social Responsibility Movement Provide a common reference that unites the entire international wine value chain and fosters their contribution in the fight again alcohol-related harm. Empower wine professionals and promote responsible business practices. Vocational Education: Train professionals to improve knowledge and competences on wine, health and social aspects. Responsible Commercial Communication: Promote and implement self-regulation practices to ensure responsibility in the commercial communication of wine. Scientific Documentation: Make available relevant and robust evidence-based scientific information, to secure credibility, enhance actions and facilitate dialogue on wine, health and social aspects. 8 Raise awareness and knowledge on drinking patterns compatible with a healthy lifestyle and inspire well-being. Art de Vivre Campaigns: Inspired by the culinary and cultural heritage of wine to promote moderation and responsibility in wine drinking as a cultural and social norm. Consumer Information: Make available evidence-based information, to help consumers make responsible choices compatible with a healthy lifestyle.

9 2.3 Governance Programme The Programme is funded by the wine sector (national representatives and wine companies), and has flourished with their contributions and the efforts of the dedicated professionals. Other stakeholders such as authorities may support the Programme occasionally through co-founding activities. The Programme provides a common framework and is open to everyone who respects its values, principles and objectives and counts on their support, contribution and actions to increase the Programme s impact and reach. Actions are developed in a coordinated and accountable way to secure that its objectives will meet the highest standards. The Programme values and principles guide its governance. It is centrally coordinated and implemented locally, respecting cultural aspects and needs. The international coordination is provided by a not-for-profit international association, the WiM Association. The WiM Association was founded by wine sector associations and leading wine companies, and is also responsible for the Programme s accountability and growth throughout the world. In each country there are one or more WiM National Coordinators to support the planning, coordination, implementation and accountability of the Programme in their respective countries. The efforts made at international and national level are supported by a number of Ambassador Companies, leading wine companies that set the example with their leadership in social responsibility and high contributions. Partnerships are key for the Programme. WiM Partners - mainly key actors of the wine value chain - actively support by helping to empower professionals and encourage moderation and responsibility. The WiM supporters are all those that join the Programme, adhere to its values, principles and objectives and actively support its implementation under the guidance of the respective WiM National Coordinators. WiM Association The WiM Association is the international association, founded by wine sector associations and leading wine companies, that centrally coordinates the Programme and expands its reach and impact throughout the world. To become a Programme National coordinator or an Ambassador company, you must join the WiM Association first. WiM has 3 effective members categories I. CEEV, II. Wine Associations, III. Ambassador Companies. All economic entities which are not eligible to become effective members can apply to join the WiM Association by becoming Observers. Representative economic entities of the wine value chain who would like to support the Programme can become Associated Partners. Membership Founding member of the WiM Association, the representative professional body of the EU industry and trade in wines - CEEV is the creator and owner of the WiM commitment. WiM Association Effective Members CEEV Ambassador Companies Wine Associations With their leadership, their social responsibility commitment and their notable wine brands, they spread the Wine in Moderation message of art de vivre across the world and support the implementation of the Programme. National Coordinators are the representative bodies of the wine sector and are responsible for planning, implementing, coordinating and reporting the Wine in Moderation Programme in their respective areas. All economic entities which are not eligible to become effective members can apply to join the WiM Association by becoming Observers. Representative economic entities of the wine value chain who would like to support the Programme can become Associated Partners. 9

10 WINE, A CULTURE OF MODERATION National Coordinators Ambassador Companies Programme Associated Partners WiM Association Observers 10

11 2.4 Accountability Wine and wine producers have always been strongly linked to local societies both in rural and urban areas. Nonetheless, due to these strong links and the everyday interaction of the wine producers with their societies, and in addition to the large and extensive segmentation and the variety of structures and actors, it was not easy for the wine sector as a whole to measure, present and evaluate in a tangible and systematic way all the myriads of activities that greatly support the sustainability of our societies. With the creation of the European Alcohol and Health Forum and the submission of the - Art de Vivre commitment, the wine sector seized the opportunity to address the challenge of presenting its contribution to safeguarding responsible and moderate drinking patterns and reducing alcohol- related harm in a tangible and measurable way. Accountability is not only a key aspect of the European Alcohol and Health Forum (EAHF), but one of the main success factors of. Defining objectives, reviewing progress along the way and evaluating the effectiveness of actions are essential not only to improve performance and impact but also to build trust and raise significance to our stakeholders. The Annual Programme Performance Report brings together the annual accumulative efforts made at national, European and international level under the Programme umbrella by all WiM Association members and others actors. The Programme performance is based on a set Key Performance Indicators (KPIs), that measure both the investment (input) and the results (output). The WiM Association with the support of the WiM National Coordinators executes the reporting exercise on an annual basis through an on-line survey tool, tracking the commitment performance in each country. In addition, the impact and the outcomes of key activities are being measured and evaluated by external independent companies (third Bodies). The Accountability actions do not stop at the publishing of the annual reports. The Programmes key actors are constantly communicating and reporting the performance of the Programme to different stakeholders by organising and participating at key events and conferences and through media activities. As a result of the tireless efforts of everyone involved in the Programme, the Monitoring Report of the Wine in Moderation commitment, received the highest possible score of 100% from the Alcohol and Health Forum s External evaluator (Milieu). The Monitoring Report of the commitment, received the highest possible score of 100% from the Alcohol and Health Forum s External evaluator (Milieu) Responses are assessed and interviews are organised in case of doubts. Restrictions/limitations do apply in such a wide reporting exercise in a fragmented agricultural (wine) sector. Reasonable care though is taken to secure the accuracy of the information received. 11

12 3. The Programme The EU wine sector united to promote moderation The three European Representative Associations of the wine sector (CEEV, COPA-COGECA and CEVI), led by CEEV, launched the - Art de Vivre Programme in the framework of the European Alcohol and Health Forum in As such, the Programme represents the European wine sector s measurable commitment to implement an effective and specific contribution to the reduction of alcohol-related harm and supports the objectives of the EU Strategy For the very first time, the EU wine sector united, committing to promote moderation and responsibility The EU Strategy on Alcohol-Related Harm The European Commission adopted in October 2006 a specific EU strategy to support Member States in reducing alcohol-related harm. EU Alcohol & Health Strategy 5 Priority Themes: The EU Alcohol and Health Forum As one cornerstone for the implementation of this Strategy, the European Alcohol and Health Forum (EAHF) was created in The EAHF provides a common platform for all interested stakeholders that pledge to step up actions relevant to reducing alcohol-related harm. Between 2008 and 2010, was able to mobilise an important part of the key leading organisations at EU, national and local level in a very atomised EU wine sector and engage them into the effective implementation of the various commitment activities. With the aim of putting the Programme into place, the first commitment period was mainly dedicated to two main tasks: Planning the Programme at European and national level, and developing and adjusting the necessary tools and approaches. Deploying the planned activities through actors of the wine value chain and broaden audiences. Protect young people, children and the unborn child; Prevent alcohol-related harm among adults and reduce the negative impact in the workplace; Reduce injuries and death from alcohol-related road accidents; Inform, educate and raise awareness on the impact of harmful and hazardous alcohol consumption, and on appropriate consumption patterns; The Programme was warmly welcomed by all stakeholders and with the very encouraging results and achievements, it was clear in 2010 thus at the end of the commitment period to the EAHF, that had reached a point of no return. At that point, the EU wine sector decided to renew its commitment to the European Alcohol and Health Forum with even more ambitious targets and expand the impact and the reach of the Programme throughout the world. Develop and maintain a common evidence base at EU level. 12

13 The renewal of a successful commitment: In 2011, under CEEV s leadership, not only did the European wine sector renew its commitment to the EAHF, it also allocated resources to to optimise tools and structure. The WiM Association (WIM aisbl) was created with the mission to coordinate and expand the implementation of in Europe and beyond, establishing as the social responsibility movement of the wine sector. Despite the economic crisis, the combined investment triggered by activities in , almost tripled. New national members/partners joined from Europe and beyond, and hundreds of professionals invested time and experience delivering activities in over 20 countries. As the first non-european country to join the WiM Association (joined in 2013), Bodegas de Argentina set the first step to establishing the Programme as the international reference organisation of the whole wine business in the area of social responsibility. The Programme also gained more traction in the various countries through the creation of new partnerships, and with the cooperation of new supporters. Innovative, multimedia campaigns were also developed alongside mobile applications, and participation at expos, etc. Campaigns such as Quien Sabe Beber, Sabe Vivir or Stile Mediterraneo positioned moderate drinking as the only way to enjoy wine and associating it with gastronomic pleasure. In parallel, new communication tools were developed with the aim of bringing the message of moderation closer to the consumer. Not only did the WiM Association launch the new Wine in Moderation website revealing new visuals and comprehensive information on moderate and responsible consumption of wine, it also launched with the support of its Ambassador Companies, the labelling of the wine in moderation logo and web-address on millions of wine bottles, establishing a link between the product and the message and driving traffic to the website. While retaining and increasing action to train professionals and consumers, successfully received an EU grant to look further into the Vocational Education and Training (VET). The VET Artdevivre Partnership Programme which went on from 2012 to 2014 brought together nine actors of the wine market and education from seven countries, to work together and identify market and training needs related to responsible drinking and propose a framework for the education of key professionals. New partnerships were also developed with the key actors of the wine value chain such as the European Glass Industry and their consumer platform Friends of Glass, the European Hospitality association (HOTREC), setting the tone for cooperations at national level. Accountability remained at the core of the Programme and was improved through the regular updates of the new website which presented the latest news and activities developed by WiM Association and its members. The performance of the WiM commitment and the Programme s implementation at the local, national and international level was also measured and reported annually to the European Alcohol and Health Forum. not only reported performance of implementation but also the impact of actions. External bodies (Milward-Brown, Wine Intelligence, Green Monday) evaluated the impact of media campaigns, education activities, labelling pilot project and tracked the brand awareness and significance. The Monitoring Reports to the EAHF received outstanding scores from the EAHF external evaluation and reached excellence. 13

14 4. The Programme Overview International coordinator WiM Association 6 Associated Partners more than Organise Action Since 2011, under the International coordination of the WiM Association, the Wine in Moderation Programme, has reached more than 26 countries worldwide. New entries : Vinos de Chile & RECEVIN KNVW from The Netherlands (the first non-wine producing country to join ) & FFVA (representing liquor / aromatised wines), Mediterranean Diet Foundation & FIVIN Early Munskänkarna (the world s largest wine club) 3 Ambassador Companies 12 WiM National Coordinators in 10 countries 26 countries worldwide By the end of 2015 Wine in Moderation brought together WIM NATIONAL COORDINATORS Bodegas of Argentina Austrian Wine Academy Vinos de Chile Vin et Société Deutsche Weinakademie UIV & FEDERVINI KVNW ACIBEV & AEVP Federación Española del Vino Munskänkarna 3 Observers Thousands of supporters in the wine value chain 14

15 2014 & 2015 Budget breakdown 7,295,293 2,159,864 Human Resources 902,138 Management Coordination 4,233,291 Campaigns Actions Tools More than 1,546 professionals involved was yet another period of growth for the Wine in Moderation Programme. More actors from further more countries joined the Programme and increased their investment and efforts. 15, working days Investment by the Programme actors 4,130,322 3,883,859 3,164,972 2,983,329 1,321,

16 Wine Promoting Empower Professionals professionals act as ambassadors and multipliers of the Wine in Moderation message to the public, this is why empowering professionals is at the heart of the Programme. Responsible Commercial Communication is pursued through the implementation of the Wine Communication Standards (WCS). More than 45 active Art de Vivre educational programme providers 779 Art de Vivre training sessions 13,432 Trained Professionals 263 new registered WiM supporters in VETartdeVivre Partnerhsip Project recognised as a good practice by the European Commission s Programme Leonardo da Vinci National offices 35 WIC-related scientific events 449 new scientific abstracts 20 monthly newsletters is backed by scientific evidence, education and selfregulation. WiM ASSOCIATION JOINS OIV AS AN OBSERVER The expertise of WiM will be useful in the framework of the new Experts Group -Economic analysis, markets and consumption Jean-Marie Aurand OIV s Director General Vocational Education actors sustained and increased their training offer on wine, health, social aspects and responsible practices. Partnerships, especially with the hospitality sector, improved competencies in responsible serving. Based on the wine market training needs analysis, Programme is stepping towards formalising wine in moderation Art de Vivre training within key professions. Responsible Commercial Communication The WCS work in tandem with existing self-regulation schemes and national legislation. Between , more entities (WiM supporters) joined the Programme by adhering to the WCS principles, implementing them in their commercial communication together with the addition of the responsible drinking messages and the logo. Scientific documentation The an on-line database which gathers relevant studies on health, social and cultural aspects of wine consumption, was further updated with new scientific abstracts selected based on the ANZFA criteria and under the strict supervision of the Wine Information Council scientific advisory group. The new scientific evidence was communicated through the WIC newsletters. WIC conferences and events enhanced scientific dialogue and collaboration. 16

17 Encourage Moderation and Responsibility Well-structured targeted interactions, campaigns aiming at changing behaviour and providing consumer information were continued, enriched and new initiatives were launched. Offline & online communication tools (spots, leaflets, social media, banners, etc.), wine tourism activities, seminars, public speeches, interviews, and the inclusion of the WiM logo/responsible drinking message within corporate and commercial communication and on wine labels brought the message closer to professional and consumers. 3,107 Actions 4,984,733 Participants is aiming at raising awareness and knowledge on drinking patterns compatible with a healthy lifestyle and which inspire wellbeing. 2,507 References in media The Mediterranean Diet Foundation awarded the Spanish Wine Federation (FEV) the Barcelona Mediterránea prize» for the implementation of the European programme Wine in Moderation-Art de Vivre in Spain in collaboration with FIVIN The European Parliament resolution of 12 March 2014 on the European gastronomic heritage: cultural and educational aspects (2013/2181(INI)) welcomed 27 initiatives such as. the Wine in Moderation initiative, which promotes a lifestyle and a level of alcohol consumption associated with moderation. 5,415,948 Disseminated communication products (incl. Pamphlets, newsletters, spots, etc.) 1,555 Opinion leaders 17

18 4.2 WiM Association Considering the Programme s growth and the ever changing environment, actors of renewed the Programme s strategy under the coordination and leadership of the WiM Association, to further improve coordination, significance and accountability and sustain the Programme s high growth rate. Through the organisation of workshops gathering all the Members of the Association, various analyses and a thorough strategy exercise which took place during , the WiM Association General Assembly approved the new Programme strategy up to 2019 in December The new strategy better describes the Programme s missions and objectives and defines roles and resvponsibilities for all actors. It has also introduced the responsibility of an annual action planning and has established an annual working calendar based on a quality circle (plan-do-check-act) Human Resources : 2 full time and 4 part-time short-term contracts professionals working 1080 days for the Programme WiM Management Resources 296,241 Human Resources 141, ,772 51,963 Management Coordination Total Activities Cost 28,509 53,124 23,454 53, , Total

19 Coordination Lead the Programme by coordinating and providing guidance and tools to facilitate implementation and improve its performance and impact. In order to better lead the Programme and facilitate its implementation, WiM Association launched several important tools during the period The unveiling of the new website at the end of 2013 was the start of a new era for the communication of the Programme, and led to the development of videos, infographics, material (postcards, Implementation Reports, etc.). The launch of social media channels (LinkedIn, Twitter, YouTube) also reinforced the communication of wine culture and the moderation message to consumers. The drafting of the strategy during this period was also the opportunity to refresh some of the communication material that had been used since the start of the Programme. New leaflets and posters were created with fresh visuals and clearer messaging about the Programme and responsible drinking. With the logo considered as a worldwide symbol for the wine sector, WiM Association has continued expanding and strengthening the protection of the Programme trademark throughout the world and has established regulation and agreements of use as well as a worldwide surveillance system. The new strategy also sets the basis for the development and update of the Programme s implementation tools per mission (Wine Communication Standards, training programmes, implementation guides, etc.) to support the coordination and implementation of the Programme. Among the new tools, the deliverables of the VET Art de Vivre Partnership Programme on Vocational Education and Training (VET) like the report on market and training needs analysis on responsible drinking and the proposed modules for a training curricula on wine, health and responsible drinking for the professions of sommelier, oenologist and physicians. With the knowledge gained and the tools created, a discussion was initiated at national and international level (OIV congress and technical committee) to introduce the respective modules in the overall training curricula of the key interested professions. In addition to the specific actions, WiM Association is providing the necessary guidance not only to the new members but is also constantly supporting the planning of actions at national and international level with dedicated workshops, bilateral meetings, and guidance whenever needed. Accountability Measure, evaluate and communicate on the performance and the impact of the Wine in Moderation Programme. Following the excellence of the previous reports, and in line with its mission of accountability, the WiM Association renewed the Wine in Moderation commitment to the European Alcohol and Health Forum in and continued reporting its performance on an annual basis. WiM Association has also actively participated in the EAHF Forum meetings and its Governance Group. Evaluation reports were also issued by various institutions recognising the hard work of s actors. In fact, in the frame of the VET ArtdeVivre Partnership Programme which ended in September 2014, the Belgian francophone office for professional training (AEF-Europe) evaluated and awarded the VET Art de Vivre Partnership Programme (Leonardo da Vinci programme funded by the European Commission) with very good to excellent scores across all categories, recognising it as an example of good practice. In parallel, in a report issued in February 2014 on the European gastronomic heritage: cultural and educational aspects, the European Parliament welcomed as an initiative which promotes a lifestyle and a level of alcohol consumption associated with moderation. During this period, WiM Association organised two annual events. In 2014 the event focused on exploring different approaches in the communication of moderation and responsibility with the round table discussion Communicating moderation and responsibility and the participation of high representatives of the European Commission, National Ministries and the wine sector. In 2015, the annual event took place in parallel with the FIVS Global Trade Policy conference and gathered more than one hundred personalities, ranging from authorities, to high representatives of the international wine business from around the world, and many friends and partners. 19

20 Over the period, WiM Association participated in international events, and congresses such as the International Organisation of Vine and Wine Congress, the FIVS conference, the Digital Wine Communications Conference, Wine Vision, Oenorama expo, Wine2Wine, etc. The principles and values of the Wine in Moderation Programme were also presented to the External Board of Directors of Systembolaget. The participation to these events was a great opportunity to raise awareness about the Programme, report its achievements and encourage dialogue, it has led to a greater recognition of the Programme among key influential wine professionals and has created additional opportunities for partnership and action. Growth Expand the reach and impact of the Wine in Moderation Programme by recruiting new key actors and building partnerships was a great period of growth for the WiM Association and the Programme. In 2014, Vinos de Chile was the second association from South America to join the movement to further spread the message of moderation and responsibility. This new membership has further strengthened the already strong ties between and South America firmly establishing as the social responsibility movement of the global wine sector. With the will to further spread and strengthen throughout Europe as well, WiM Association was also happy to welcome two additional members in The Dutch Association of Wine Merchants (KVNW), already very much involved in the fight against alcohol-related harm through their participation in several initiatives in the Netherlands, became the respective national coordinator of the Programme, establishing the Programme for the first time in a non-wine producing country. The French Federation of Aperitif Wines (FFVA) also joined in Spring 2015, as Observer. FFVA has opened up the Programme to bigger audiences in France, and has been supporting the Programme and further taking action to encourage moderation and responsibility together with the French National coordinator, Vin et Société. In parallel to welcoming new members from around the world, the WiM Association was also proud to join the International Organisation of Vine and Wine (OIV) in October Recognising the role and contribution of the Programme in fostering the social responsibility of the wine sector and inspiring well-being, the OIV acknowledged the expertise of in the framework of the new Experts Group - Economic analysis, markets and consumption and its unique expertise and know-how in wine, health and social aspects, highly relevant to the OIV s Strategic Plan. At the end of 2015, the WiM Association counted fifteen Effective members and three Observers in Europe and S. America, and brought the message of in more than twenty countries. Discussions to welcome additional members and partners had already started both in Europe and throughout the world, and in early 2016, WiM Association welcomed the first consumer association, the Swedish Munskänkarna. Not only did the WiM Association expand the reach of the Programme, in 2015 it raised significance of to the media and opinion leaders, through the disruptive actions to sponsor an award for digital wine writers (the Born Digital Wine Awards brought to you by ). 20

21 4.3 European/International WiM Actors (CEEV, Observers, Partners) CEEV Observers Founded in 1960, the CEEV is the represen tative professional body of the EU industry and trade in wines, representing 23 National Associations. During the whole period , CEEV was the leader of the Programme and the owner of the Art de Vivre commitment to the European Alcohol and Health Forum (EAHF). In 2011, CEEV hugely supported the establishment of the WiM Association, to which it passed the coordination of the Programme. Today, CEEV remains owner of the commitment to the EAHF and a key member of the WiM Association providing guidance, raising awareness on the performance of the Programme to its stakeholders and supporting the growth of. European Confederation of Independent Winegrowers - CEVI CEVI, the European Confederation of Independent Winegrowers, is the international organisation that brings together and represents the independent winegrowers, local entrepreneurs, developing and selling authentic and personalised wines. CEVI is co-owner of the Wine in Moderation commitment and an Observer of the WiM Association. CEVI has been supporting the Programme since its launch, motivating and engaging small and independent winegrowers in actions related to. It has sought to include the responsible message throughout its activities: from the organisation of the Golden Spitter Contest where visitors of a big wine expo were taught how to taste and not just consume wine, to spreading the message during high profile European events. 21 COPA COGECA COPA-COGECA is the organisation representing European farmers and their cooperatives. The organisation is composed of COPA (Committee of Professional Agricultural Organisations), which represents farmers organisations from the EU s 28 member states, and COGECA (General Confederation of Agricultural Co-operatives), representing agricultural cooperatives in the same countries. COPA-COGECA is also a co-owner of the commitment. In the frame of an event dedicated to raising public awareness on the benefits of sustainable food, agriculture, COPA-COGECA distributed leaflets to also sensitise visitors to moderate and responsible consumption of wine.

22 Programme Associated Partners Partners support the development of the Programme and the dissemination of the message across different wine value chains and at international level. Associated Partners are European or international representative associations that commit through a Memorandum of Understanding to support the Programme with tangible actions. Euro-Toques International Euro-Toques International (ETI), the European organisation of chefs, includes 2000 cooks and chefs from Europe and from the rest of the world. Its International office coordinates a network of 17 national offices. All members of Euro-Toques adhere to a code of honour that commits them to the promotion of quality and the culinary traditions of each country and parts of Europe. FEVE Friends of Glass European Container Glass Federation (FEVE) is the association of European manufacturers of glass containers and machine-made glass tableware. The association currently has 59 glass manufacturing, packaging and tableware members, who operate in 23 countries across Europe. Friends of Glass, launched in 2009 by the European Container Glass Federation, is a community of more than 20,000 consumers who prefer glass packaging for their food and drinks. Always looking to enlarge the reach of the message to the wider wine value chain, FEVE and the WiM Association have constantly been working together to mutually support the message of sustainability. From the recycling game called Pass the Bottle, to engraving more than 200 hundred glasses with the logo indicating the limit of moderate consumption, and to supporting the message of moderation on social media, FEVE has been a strong supporter of since the beginning. More recently, Wine in Moderation has also supported FEVE campaigns dedicated to discovering the different cultural tastes Taste of Europe and the Endless lives of Glass campaign. HOTREC hospitality Europe HOTREC is the umbrella association of national trade associations representing the hotel, restaurant and café industry at European level. HOTREC brings together 43 national associations representing the interests of the industry in 26 different European countries. HOTREC is a member of the European Alcohol and Health Forum (EAHF). With the aim of encouraging and facilitating partnership, on a voluntary basis, at national/local level with representatives of the Programme, members of HOTREC and members of the WiM Association have joined forces to identify areas of cooperation for promoting responsible drinking among professionals and consumers. Two WiM Association members have already taken advantage of this partnership by formalising major agreements at national level. For instance, the French National Coordinator - Vin & Société - signed a partnership with SYNHORCAT making training on responsible and moderate consumption mandatory for all future professionals of the industry. Whereas, the Portuguese Association ACIBEV launched a responsible training programme Responsible service creates sustainable business in 2014 as a joint effort with APHORT, and with the support of Sogrape Vinhos and ViniPortugal with the aim of educating owners, managers, professionals, bartenders and sommeliers on the concepts of moderation and responsibility. RECEVIN - European Network of Wine Cities RECEVIN Network is composed of towns or groups of towns belonging to the European Union with a strong economic dependence of viticulture and located in areas protected by the quality guarantee of their wines. The union and the strength of the European Wine Cities (RECEVIN) is the tool to defend with one voice the interests of European local administrations economically linked to wine and a joint platform for knowledge transfer processes, contacts and partnership. The main objective of the partnership agreement, signed in May 2014, between the two European associations is for members of RECEVIN (European wine cities) to, on a voluntary basis, establish partnerships at national/local level with the respective national WiM Members (e.g. national wine associations; WiM Ambassador Companies) to establish moderation as a trend and responsibility as a culture, safeguarding the important role of wine in the sustainability of our European wine regions. Through these partnerships, the message of -Art de Vivre arrived not only to the 80 wine cities of RECE- VIN that are direct partners, but will gradually reach nearly 800 other cities, through National Wine Cities Associations in different countries. 22

23 FIVIN - Foundation for Wine Research and Nutrition Mediterranean Diet Foundation (FDM) FIVIN, the Foundation for Wine Research and Nutrition created in 1992, focuses on the assessment of possible protective effects of a moderate wine consumption on our body and on human health from a medical standpoint. FIVIN undertakes continuous research and data collection on wine and health, under the supervision of a scientific committee made up of doctors, health technicians and nutrition specialists of international prestige. The Mediterranean Diet Foundation is a non-profit organisation created in 1996 to generate cooperation between public and private sector among enterprises and public institutions. It works for the enhancement of the values of the Mediterranean Diet as a healthy, socially viable and respectable lifestyle with the environment and for the cooperation with other institutions, research centres and universities, business organisations, entities and enterprises of the national or international scene. FIVIN is particularly active in Spain in the areas of education and scientific documentation and supports the implementation of the Programme in its mission to empower professionals. FIVIN has indeed been developing actions addressed at consumers, the wine sector and health professionals to increase knowledge on wine, health and social aspects. Furthermore, it also keeps an up to date database on the latest available scientific research and spreads it among specialised media, wine sector companies and associations, institutions and authorities. The launch of Paralelo 40 was a great occasion for WiM Association to adhere to the project and partner with the Mediterranean Diet Foundation (MDF) to fight alcohol-related harm and to promote a healthy lifestyle based on the Mediterranean Diet. In early 2016, therefore not covered in this reporting period, the WiM Association has welcomed and signed a Memorandum of Understanding with two very important wine stakeholders, the prestigious Institute of Masters of Wine and the International Federation of Wine Brotherhoods. In an event that took place in May 2015, the MDF launched the Paralelo 40 - WORLD MEDITERRANEAN DIET SURVEILLANCE SYSTEM with the endorsement of a large number of local, national and international stakeholders, among which WiM Association, FEV and FIVIN. Paralelo 40 is a global multidisciplinary project supported by a Scientific Advisory Board which aims to understand and analyse the trends, evaluate findings and disseminate information and knowledge on the Mediterranean diet and healthy eating habits. The MDF has indeed a long standing contribution in promoting research on the Mediterranean Diet in relation to its healthy, historical, cultural, culinary, agricultural and environmentally friendly aspects and with the launch of Paralelo 40 is becoming an international reference for research in the Mediterranean Diet. With the aim of reducing alcohol related harm, the main objective of the partnership agreement between the MDF and the WiM Association is to support the effective implementation of the Programme and to further disseminate evidence-based information through s international network. 23

24 4.4 National Coordinators Argentina INVESTMENT Total Investment: Professionals Involved >1137 Working days Human Resources Management Coordination Campaigns Actions Tools EMPOWER PROFESSIONALS 21 Art de vivre Training Sessions Trained Professionals ENCOURAGE MODERATION & RESPONSIBILITY 469 Actions Participants 448 References in Media Bodegas de Argentina (BAAC) is a business chamber which gathers the main Argentinian wineries. It was created in 2001 as a result of the merger of Centro de Bodegueros de Mendoza (1935, Mendoza) and Asociación Vitivinícola Argentina (1905, Buenos Aires). BAAC represents the interests of its members before different organisations or institutions at national and international level. The main objective is to mediate in wine affairs, communicate and promote Argentinian wines in the wine industry. Organise action Bodegas of Argentina is the first association outside the EU to officially join WiM Association, bringing the Programme in S. America in Since then, BAAC has been very active in organising the whole Argentinean wine value chain, by recruiting WiM supporters and partners and engaging them into actions. BAAC has developed a number of tools and organised events to promote the Programme in the Argentinean wine sector. Partnerships were developed with key wine actors such as the National Institute of Vitiviniculture (INV), Wines of Argentina as well as actors to support the Wine in Moderation message such as, Danone (water), Bayton Grupo Empresario (HR suppliers), Universidad de Cuyo (Education), etc. The launch and implementation of the Programme in Argentina was presented in the 37 th International Vine & Wine Congress that took place in 2014 in Mendoza. Empower professionals Vocational Education BAAC has been providing seminars and organising workshops for all members on how to address responsible consumption with their employees since they joined. During , BAAC continued providing seminars, workshops and presentations to different actors of the wine sector, institutions, and associations. Furthermore, 2015 saw the occurrence of two main highlights: The Responsible Consumption Month: developed in September, together with the INV (Instituto Nacional de Vitivinicultura). An action plan was also prepared to encourage young people to drink in a moderate and responsible way. The Universidad de Cuyo joined the Programme. This new partnership led to a Expo organised in the premises of the University for two months and in combination with a wine tasting conducted by different winemakers. Responsible commercial communication All new members joining the Programme in Argentina are invited to use the logo in their internal and external communications, and to respect the Wine Communication Standards. Up to now, more than 40 entities including wineries, companies, wine schools, and other stakeholders have joined the Programme in Argentina, and more than half are using the logo and the Wine Communication Standards. In , seven nonwine companies also joined the Programme (including Danone, etc.). Scientific documentation In , BAAC started working with Dr. Raul Pastor, founder of the VI Cathedra of the Medicine University of Buenos Aires called Vino y Salud. Since then, he has taken up the role of scientific support for all the digital communications and is responsible for preparing seminars and workshops dedicated to the responsible consumption of wine. Encourage moderation and responsibility Since the launch of the Programme in Argentina, Bodegas de Argentina has been very active in bringing the Programme to all important wine events of the country. Furthermore, and to better grasp the attention of the Argentinean consumer, BAAC has developed specific materials (leaflets, poster and spots) aimed at encouraging a moderate and responsible consumption of wine. In , BAAC participated in more than 100 events of the wine sector. The Responsible Consumption Commission created a video to spread the messages of responsible and moderate consumption in a fun and dynamic way. In addition, the Argentina Facebook fan page was launched in A strategic digital campaign was developed to get young people s attention, and to invite people to be part of the responsible consumption lifestyle. The communication destined at social media is more dynamic, simple, informal and colourful. 24

25 Austria INVESTMENT Total Investment: Professionals Involved >230 Working days Human Resources Management Coordination Campaigns Actions Tools EMPOWER PROFESSIONALS 420 Art de vivre Training Sessions Trained Professionals ENCOURAGE MODERATION & RESPONSIBILITY 901 Actions Participants 95 References in Media The Austrian Wine Academy (AWA) was established in 1991 as a new, efficient training centre for private wine lovers and professionals alike. The Academy, as a non-profit institution, endorses the following philosophy: the more a country develops wine knowledge and wine culture, the more likely it is that this particular nation will respect and consume high quality wines. The AWA represents the whole Austrian wine sector in the Wine in Moderation Programme and is the National Programme coordinator in Austria. Organise action With education at the heart of the Austrian wine sector s development, the Austrian Wine Academy has focused on this important mission to establish in the country and organise action. The Austrian Marketing Board also supports the implementation of the Programme by including the wine in moderation logo/message in their communications. Empower professionals Vocational Education In , the Austrian Wine Academy provided more than 400 training short seminars on wine culture and in about 150 Tourism and Gastronomy technical schools in Austria, reaching more than students. (2015 indicators: 238 Seminars, 150 Schools, students). These seminars are an integral part of their studies to become professional restaurateurs, retailers, etc. Nevertheless, the Austrian Wine Academy does not only address to students, it also reaches teachers. Taking care of the teachers with literature and current information about was another important task of the Programme in Austria. A Congress for specialised teachers which took place on October 2015, was an important training and motivation event for professionals. was placed at the heart of the seminar which lasted three hours and included topics such as food and wine combination and sensory analysis. Approximately teachers participate in each class. The Austrian Wine Academy has also evaluated its seminars and the knowledge gained both from students and teachers. In Spring 2015, questionnaires were completed by students and another questionnaires during the semester of fall Likewise, the 248 teachers also answered questionnaire about the seminar (Spring 2015:161 and Fall 2015:77). 25

26 Chile INVESTMENT Total Investment: Professionals Involved >80 Working days Human Resources Management Coordination Campaigns Actions Tools ENCOURAGE MODERATION & RESPONSIBILITY 24 Wine in 252 Moderation Actions References in Media Participants 900 Disseminated Communication Products The Vinos de Chile trade organisation was founded in April 2007 to unite the Chilean wine industry by joining the two previously existing organisations, Viñas de Chile and ChileVid. Wines of Chile is the international branch of Vinos de Chile. Organise action Vinos de Chile joined the Art de Vivre Programme in 2014, and has shared the same values as the WiM association since the start promoting responsible and moderate drinking. Already widely known and appreciated for its firm commitment to sustainability, Vinos de Chile has a concrete Sustainability Code of the Chilean wine industry, incorporating sustainable practices in wine growing companies. By joining, Vinos de Chile strengthened its commitment to sustainability, by including a social dimension: the responsibility with consumers. An international seminar was organised in 2014, and welcomed over 120 professionals and experts, with the aim to present the progress of R&D in regards to the Code of Sustainability and Social Responsibility, disseminating research and international initiatives aimed at responsible wine drinking and social responsibility. Stylianos Filopoulos, Director of the WiM Association, was also present to discuss CSR and responsible consumption. He introduced the Programme and presented how other WiM members have successfully implemented this initiative in their own countries. In 2015, Vinos de Chile reached another step and created a new chapter RESPONSI- BLE CONSUMPTION OF WINE, introducing it in its already well-established Sustainability Code. The principle of this new chapter is the following: The wine sector should make a commitment to communicate to consumers what the risks of excessive consumption are and what the benefits of moderate wine consumption are. This should be done through the implementation of advertising and commercial communication in a way where the harmful consumption of the product is not encouraged. Thereby we will comply with being a socially responsible company in communication and product delivery. Empower professionals Responsible commercial communication Through , Vinos de Chile has continued to ensure and promote responsible communication through the national campaign about consumption, which included the message. The Sustainability Code includes requirements about responsible consumption. These should be fulfilled through the implementation of advertising and commercial communication. For example: 1. The company must consider as part of its communicational policy, the advertisement and marketing inclusion with respect to a responsible consumption of wine. Among those aristae (alignments) to include information regarding the risk of irresponsible wine consumption and the inadequate use of alcohol, but at the same time, to report which would be the benefits of a moderate consumption. 2. The information delivered by the company regarding moderate and responsible consumption of wine, must be focused at the same time to prevent the consumption by: minors, pregnant women and private vehicle drivers or other transportation means. In this way, we will be communicating some of the fundamental principles of national and international initiatives with regards of product consumption. At the end of 2015, there were 57 certified wineries which represent more than 70% of the total bottled wine exported. Scientific documentation A seminar was organised by Vinos de Chile in A speaker from the Catholic University of Chile who participated at the seminar, presented scientific evidence about health and responsible consumption of wine. Encourage moderation and responsibility Since the launch of the Programme in Chile in 2014, Vinos de Chile has participated at various events gathering over people and over three hundred thousand contacts through social media. 26

27 France INVESTMENT Total Investment: Professionals Involved 707 Working days Human Resources Management Coordination Campaigns Actions Tools EMPOWER PROFESSIONALS 231 Art de vivre Training Sessions 488 Trained Professionals ENCOURAGE MODERATION & RESPONSIBILITY 484 Actions Participants 613 References in Media Vin et Société Vin & Société (V&S) is the Programme National Coordinator in France and founding member of the WiM Association. Created in 2007, Vin & Société represents and unites the French wine industry with the objective to transmit knowledge about wine and its culture and to promote responsible drinking. Its members are 21 regional interprofessions which represent all winemakers by region and 7 national organisations: Trade (UM-Vin); production (CNAOC, Vignerons indépendants, ANIVIN de France, CCVF, CFVDP); CNIV. FFVA (WiM Association Observer, based in France) In 2015, FFVA joined the Programme and became Observer of the WiM Association. For more than 50 years, FFVA has been the representative for Aperitif Wines in France and has always been involved with moderation. Nowadays FFVA is increasing its association s activities with gastronomy, Aperitif wines having been identified as a specific momentum among the French meal recorded as Unesco Heritage. The members of FFVA s 3 organisations (sparkling, liqueur wines and aromatized) are actors of growth in all regions. Organise action V&S has been organising actions of the wine sector in the fight against alcohol-related harm for long. Over the period , Vin & Société s priorities focused on the communication of drinking guidelines and the culture of wine, safeguarding drinking in moderation as a social norm. With an investment of about 2 million Euros to develop an overarching communication campaign and educational activities, the French wine sector, through V&S, managed to reach the French society (consumers, professionals and other stakeholders) and raise awareness and knowledge on responsible consumption. Since 2015, the FFVA (Fédération Française des Vins Aperitif) has joined WiM Association as Observer and has widened the reach of the Programme in France and internationally by including aperitif wines producers and addressing to even more wine consumers. The FFVA quickly integrated the message in their activities towards the sector and consumers. Empower professionals Vocational Education V&S has always been active in education. With the participation to the VETartdevivre Partnership Programme, V&S gained knowledge and experience, to develop training tools and partnerships in the field of wine, health and responsible business practices. In 2015, Vin & Société partnered with SYNHORCAT allowing the dissemination of a training on responsible consumption and good professional practices to 100% of the trained professionals who will be operating through the SYNHORCAT training network. 31 trainings included information on responsible consumption, with 488 trained professionals. The training on responsible consumption is also regularly used in regional viticultural schools. Responsible commercial communication In France the wine commercial communication is strictly regulated by law (Loi Evin). Scientific documentation With science as a basis for its information, Vin et Société follows the latest scientific updates around wine and health annually. In , Vin et Société has continued following the bibliographical study led by ALCIMED and has presented these results to 20 members of the association and during two regional presentations. Vin & Société also publishes a French translation of the WIC newsletter on its website. Encourage moderation and responsibility In addition to the web platform of Vin & Société which is regularly updated with articles and content on moderate and responsible consumption, the association has reached a broader audience through a large multichannel campaign about drinking guidelines. Besides these important activities, in , Vin et Société s commitment in favour of responsible consumption also materialised on Twitter with daily information (on the culture of the vineyard and wine, on the guidelines for a moderate and responsible consumption, best practices of responsible tasting, prevention), during the events Vino Bravo and Vinocamp, or during traditional wine events which are more and more responsible for distributing guidelines for responsible consumption, breathalysers and implementation of partnerships road safety. FFVA also adopted the message from the moment it joined the Programme. The second edition of Aperitif Wine: Heritage and Gastronomy and the 2015 edition of the Master of Port were the perfect occasion to introduce the Wine in Moderation logo in the different material distributed to the participants. leaflets presenting the moderation message were also made available. 27

28 Germany INVESTMENT Total Investment: Professionals Involved Working days Human Resources Management Coordination Campaigns Actions Tools EMPOWER PROFESSIONALS 56 Art de vivre Training Sessions 646 Trained Professionals ENCOURAGE MODERATION & RESPONSIBILITY Wine in Moderation Actions Participants 158 References in Media The Deutsche Weinakademie (DWA) is a founding member of the WiM Association and the National Contact Point in Germany. The DWA represents the entire German wine sector and is in charge of implementing the Programme on behalf of associations and institutions of the German wine sector (Bundesverband der Deutschen Weinkellereien und des Weinfachhandels e.v., Deutscher Weinbauverband e.v., Deutscher Raiffeisenverband e.v., IHK Trier für die DIHK, dem Verband Deutscher Weinexporteure e.v., Deutscher Weinfonds and Verband Deutscher Sektkellereien). Organise action The DWA is the organisation in Germany that provides scientific evidence-based information on wine, health and social aspects". The objectives of the DWA are to promote moderate wine consumption as part of a healthy lifestyle, to inform about the benefits of moderate wine consumption and the risks of alcohol misuse, to communicate and disseminate the latest scientific evidence-based research data objectively and to promote responsible drinking patterns. In their work, the DWA is supported by an independent and honorary scientific board of renowned physicians, cardiologists, nutritionists and oenologists. Empower professionals Vocational Education Education is key for the Programme in Germany. The DWA has developed a number of training programmes targeting wine professionals. While the cooperation with wine-related professional and sommelier schools as well as universities continued in , the DWA launched a number of pilot seminars for the students of the International Wine Management as well as tourist guides. The success of these WiM seminars in professional and sommelier schools is continuously evaluated by analysing the responses to a questionnaire covering basic knowledge. The results indicate a significant increase in knowledge and a trend in retained knowledge which is not only professionally but also personally valuable for the students. Another target group are the health professionals. The success of the DWA education activities is also reflected in the fact that the seminars for health professionals are CME certified by the local medical association as continuing education for physicians. Responsible commercial communication In addition to the advertising laws, the German wine sector is committed to adhere to the Wine Communication Standards of the Programme. The Wine Communication Standards signatories and more German associations are increasingly using the logo and companies are actively joining the Programme. Scientific documentation The DWA closely follows the scientific evidence around wine, health and social aspects and analyses and disseminates the information, ie. at scientific events to facilitate the dialogue on current scientific topics. In 2015, the DWA was involved in organising the Joint Technical Meeting of the first day of the 38 th OIV World Vine and Wine Congress (Mainz, July 5-10, 2015) with the success story of Art de Vivre as the central topic. It was a great opportunity to present to the more than 500 participants the different ways of implementing in the respective countries and showing the wide range of WiM activities developed throughout the world, ranging from education, to self-regulation and communication. During the scientific meetings of section IV Safety and Health, members of the Scientific Board of the DWA presented the latest scientific data on the allergenic potential of wine (Dr. Imke Reese), moderate wine consumption and the non-alcoholic fatty liver disease (NAFLD) (Prof. Nicolai Worm) as well as moderate wine consumption of overweight diabetics (Prof. Kristian Rett). Encourage moderation and responsibility In Germany, the common message is mainly disseminated through the sector who acts as a multiplier for the consumers. One measure are the German WiM advocates: these are at the moment, five personalities from the German wine sector who communicate the moderation message in their day-today activities, wine tastings and events of their winery. Passionate about wine of which they have also made a successful living, these advocates are well-known in the sector and firmly believe in the message. They are predestined to credibly communicate to their colleagues the importance of for the future of the wine sector. 28

29 Italy INVESTMENT Total Investment: Professionals Involved Working days Human Resources Management Coordination Campaigns Actions Tools ENCOURAGE MODERATION & RESPONSIBILITY 140 Wine in 177 Moderation Actions References in Media Participants Disseminated Communication Products 40 Opinion Leaders UIV Unione Italiana Vini is the oldest and most representative organisation of the wine sector. Founded in Milan in 1895 as a union of the largest producers and wine merchants, it represents a turnover equal to 80% of Italian wines and ensures the development of the wine sector in Italy according to the rules of transparency and the free market, and promotes the culture of vines and wines in Italy and the world. Federvini Federvini (Federazione Italiana Industriali Produttori, Esportatori ed Importatori di Vini, Vini Spumanti, Aperitivi, Acquaviti, Liquori, Sciroppi, Aceti ed Affini) was founded in Its members are entrepreneurs in different sectors of alcoholic beverages (excluding beer) and in the vinegar, syrup and grape juice industry. Federvini is a founding member of Federalimentare, the Federation between the national trade associations in the food sector, and as such is part of Confindustria, the Confederation of Italian Industry. Organise action UIV joined the WiM Association in 2011 and FEDERVINI in Since then, they have continuously enhanced their engagement to the Programme. Their activities mainly focus on information campaigns and education activities both for professionals and the general public, encouraging responsible drinking as a social norm. Considering that fighting harm from the abusive use of alcohol is a collective work, the Italian wine sector has developed during this period a number of partnership actions with key stakeholders. As such, during the period , UIV partnered up with the Verona State Police in the occasion of the campaign In Vino Virtus, with Pernod Ricard and Diageo for the campaign Conoscere l Alcol and with the Italian Association of Consumers (AIC) through the workshop Cose da non credere. The latter, attended by business, consumer associations and institutions, produced an agenda for action to be submitted to the political/governmental institutions. Empower professionals Vocational Education In addition to UIV s participation in the EU-funded VET-Art de Vivre Partnership Programme, both associations have been developing various educational activities for the training of wine-related professionals in the area of wine, health and social aspects and the risks of the abusive use of alcoholic beverages. In 2015, FEDERVINI and Fipe the Italian Federation of Public Establishments, launched #Beremeglio a joint project to encourage responsible consumption and quality of public exercises. starting with a pilot project in the northern region of Veneto. The education activities started off at the end of February 2016 as a pilot project and will run for a period of six months. Responsible commercial communication A communication code of conduct has been established in Italy since the 1960s and is followed since then. Furthermore, in the frame of the pillar of responsible communication, UIV developed a new Responsible logo launched in the occasion of the conference L alcool tra ragione e sentimento. The new logo is surrounded by the message Drink Responsibly and can be used together with the logo, encouraging the company to be socially responsible towards consumers and society. After the positive response of the logo launch, UIV also launched a code of ethics on responsible communication in line with the Wine Communication Standards(WCS). All member companies who sign the code become part of an ethical club. Scientific documentation Taking the opportunity of their board meeting early September 2014, Unione Italiana Vini (UIV) organised their second Wine and Health round table in Montalcino, Tuscany. The round table discussion was attended by renowned Italian scientists from the University Hospital of Verona and FederSerd Veneto, the Permanent Observatory on young people and alcohol. UIV also organised in March 2015 a round table discussion in the Ministry of Agriculture L alcol tra ragione e sentimento, with authorities, doctors, anthropologists, nutritionists and experts. Encourage moderation and responsibility Following the various successful campaigns such as Io vivo Mediterraneo or Bere Responsabile by Federvini; the Italian wine sector has continued its efforts to encourage moderation and sustainability. In , UIV developed the large campaign Conoscere l alcol aimed at sensitizing people to moderate and responsible consumption of alcoholic beverages in supermarkets throughout the country. 29

30 Portugal INVESTMENT Total Investment: Professionals Involved 304 Working days Human Resources Management Coordination Campaigns Actions Tools EMPOWER PROFESSIONALS 39 Art de vivre Training Sessions 457 Trained Professionals ENCOURAGE MODERATION & RESPONSIBILITY 191 Wine in Moderation Actions Participants Communication Impacts 319 References in Media ACIBEV ACIBEV - Associação de Vinhos e Espirituosas de Portugal is a national non-profit organisation, which was established in Portugal in January 1975, who represents the wine, spirits, vinegars and wines derivatives sector and trade in Portugal. ACIBEV counts 89 Members who currently represents a significant part of the turnover of this sector, among which are the most of national companies operating in Portugal, the largest national exporters of Portugal and most of the leading companies in the production of wines from the various demarcated regions of Portugal. AEVP The Association of Port Wine Companies (AEVP) is a private nonprofit organisation, which was established in Portugal in January AEVP comprises 15 Members who currently represent about 90% of the total sales of Port Wine and 35% of the total sales of Douro wines with PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication), a rare percentage that reflects its unchallenged position in the industry. It is also important to note that the Port and Douro wines represent 488 million of total trade and 356 million of exports, which account for 76% of the total value of exports of Portuguese wines with PDO and PGI and 50% of the total value of Portuguese wine exports. Organise action The Portuguese wine sector has supported the Programme since the very beginning. With the strong commitment and engagement of the two representative associations AEVP & ACIBEV and with the support of the WiM Ambassador Company Sogrape Vinhos SA, Portugal s wine sector is particularly active and efficient. At the end of 2015, the Programme counted 180 Portuguese supporters and among them the most wellknown wine companies and associations. The Portuguese wine sector is actively involved in the Portuguese Alcohol and Health Forum with tangible and measurable commitments, and is in partnership with a wide range of national stakeholders. The Forum was renewed in 2013 and ACIBEV was re-elected in its Executive Committee. ACIBEV is also a member of the National Council for Drugs, Addiction and the Harmful Use of Alcohol. In , AEVP & ACIBEV were very active in disseminating the Programme also by attending several events. Empower professionals Vocational Education Education is at the core of the implementation of the Wine in Moderation Programme in Portugal. In parallel to the development of a training kit for all Portuguese members of the Wine in Moderation Programme, during , AEVP organised 35 visits to its Educational Centre where approximately students had the opportunity to learn more about the Wine in Moderation Programme. In 2014, ACIBEV also launched the responsible serving training programme Responsible service creates sustainable business as a joint effort between ACIBEV and APHORT, with the support of Sogrape Vinhos and ViniPortugal. The project aims to promote moderate and responsible consumption and to reduce alcohol-related harm through owners, managers, professionals, bartenders and sommeliers. In 2015, responsible service programme dissemination activities (workshops, information campaigns/awareness) and training actions were held and the implementation at national stage began. Responsible commercial communication AEVP and ACIBEV both disseminate the Wine Communication Standards (WCS) and encourage all their members to apply them to their commercial communications on wine products. AEVP currently monitors the application of the WCS by the Portuguese members of the Programme (with a focus on advertising in wine magazines). During AEVP didn t find any problems with the application of the WCS in the commercial communications of the WiM members. Encourage moderation and responsibility Since the launch of the Programme in Portugal, both associations have been very active in disseminating the moderation message with the help and support of Ambassador company Sogrape Vinhos S.A.. In , AEVP & ACIBEV undertook important actions among which: the launch of TV and cinema campaigns, participation at large events, development of brochures, leaflets and flyers and other promotional material. Events such as the Porto e Douro Wine Show, Porto.Come, etc. were a great opportunity to distribute information about the Programme and responsible consumption, but also to test visitors with breathalysers, further encouraging a moderate consumption of wine. 30

31 Spain INVESTMENT Total Investment: Professionals Involved Working days Human Resources Management Coordination Campaigns Actions Tools ENCOURAGE MODERATION & RESPONSIBILITY 50 Wine in Disseminated Moderation Actions Communication Products Participants 526 References in Media Communication impacts 38 Opinion Leaders The Spanish Wine Federation is a private organisation that represents the Spanish wine industry, grouping near 600 wineries and 15 regional associations. FEV takes part in all the political decisions, acting as a representative, promote and defender of its member interests. It also focuses its efforts on coordinating the wineries for a better sector structuring and it rises as the perfect institutional platform from where to design and implement short and long-term sectorial strategies. Organise action One of FEV s most important fields of activities is the implementation of the Programme. FEV is the Programme National Coordinator in Spain and is implementing the Programme with the support of FIVIN. FEV is responsible for presenting the message and the self-regulation to public authorities and representative bodies of the wine sector, as well as wineries and the general public, building since 2009 a national and regional active partnership, strongly committed to the Programme beliefs. During , 62 new entities joined the Programme, reaching the total of 1183 entities. Empower professionals Vocational Education Education and Training has been at the core of the Programme in Spain as well. Through partnerships FEV has raised knowledge in wine, health and responsible practice and exchanges best practices to promote knowledge and competencies. Among its many activities, in , FEV continued its partnership with the Spanish Federation of Hospitality Sector (FEHR) to provide training on responsible consumption to Horeca professionals. Furthermore, FEV also participated in the VET Art de Vivre Partnership Programme also focused on training to professionals. Responsible commercial communication Since 2009, FEV and its members fully implement the Wine Communication Standards (WCS), under the control of the National Self-Regulation Organisation, Autocontrol. All signatories of the WCS have to portray the logo and responsible message in their commercial communication material. Through , Autocontrol has gathered 15 complaints for breach of the wine Self-Regulation Code, all of them for not showing the identifying elements of the Programme. All of them were accepted by companies and advertising was amended. As regards to the Copy Advice - mandatory for television - Autocontrol reported 31 consultations during these two years. Scientific documentation In partnership with FIVIN, the Foundation for Research and Nutrition Wine, FEV implements the scientific pillar of Wine in Moderation in Spain, among others. FIVIN undertakes continuous research and data collection on wine and health, under the supervision of a scientific committee made up of doctors, health technicians and nutrition specialists of international prestige. In , FIVIN has continued feeding its dedicated database on scientific studies and the dissemination of results among doctors, media, wine sector companies and associations, wine institutions and authorities. FIVIN has also organised a large number of training activities and has contributed to building partnerships. Encourage moderation and responsibility Between October 2012 and 2015, FEV developed an ambitious information campaign on moderate consumption in Spain: Quien Sabe Beber, Sabe Vivir. Based on two pillars, the campaign aimed at encouraging responsible and moderate consumption of wine and consumer information on the variety, quality and production conditions of wines. The three-years campaign resulted in more than impacts on final adult consumers with an investment of over 3 million euros. An external evaluation was conducted with very positive results, engaging consumers with the message and with the wine sector. 31

32 The Netherlands INVESTMENT Total Investment: Professionals Involved 160 Working days Human Resources Management Coordination Campaigns Actions Tools ENCOURAGE MODERATION & RESPONSIBILITY 51 Wine in 10 Moderation Actions References in Media 600 Participants Communication impacts 21 Opinion Leaders The Royal Association of Dutch Wine Merchants (KVNW) was founded in The KVNW is active in sharing relevant knowledge and information and providing a platform for Dutch importers of wine. The KVNW is working to improve professionalism and corporate responsibility. This is done in consultation with the 130 members who together represent 80% of the market in volume. That degree of organisation and the expertise enables the KVNW to be a respected spokesperson on behalf of the Dutch wine sector to media, politics and government. Organise action Already very much involved in the fight against alcohol-related harm through their participation in several national initiatives (e.g.: Self-regulation: STIVA, drink/driving: BOB campaigns, under legal age drinking: NIX18), KVNW decided to further scale up action and put them under the international umbrella of the Programme. KVNW joined the WiM association in 2015 as effective member and became the national coordinator of the Programme in The Netherlands. As such, The Netherlands became the first nonwine producing country with a structured Programme. Empower professionals Vocational Education Although all wine professionals were briefed in 2015, it is 2016 that will see great change. New course material will be developed and will form an essential part of the future curriculum. It is vital for KVNW to align all stakeholders in the wine education. Responsible commercial communication The slogan "Always drink in moderation" is one of the main outcomes in The Netherlands and is mandatory for all TV and cinema commercials and print of alcoholic beverages. Since 2006, STIVA has dedicated a website to providing more information about responsible alcohol consumption, such as calculate moderate drinking. The Netherlands have a self-regulation code for alcohol marketing funded by the KVNW: STIVA. Similarly, to the Wine Communication Standards, STIVA s guidelines call: to avoid causal connection between the consumption of alcoholic beverages and being socially and sexually successful; to avoid showing any people younger than 18 or clearly looking younger than 18; and not to aim at minors. Scientific documentation KVNW collectively monitors scientific research on alcohol and health with its partners. Encourage moderation and responsibility Right after joining the WiM Association, KVNW developed a large multichannel campaign solely dedicated to encouraging a moderate and responsible consumption of wine: Wim over wijn. Built around a friendly character named Wim, the campaign provides tips and tricks on responsible wine consumption and informs consumers on how to enjoy a glass of wine as part of a healthy lifestyle while warning them about the potential harm of alcohol-abuse. The campaign is visible through websites, wine labels and store material, etc. and a spot featuring Wim was also played in popular venues such as train stations, etc. Alongside this campaign, KVNW also actively participates in several other national initiatives such as the Bob campaign and NIX18. The Bob campaign is funded by the Dutch Ministry of Infrastructure and Environment and is financially sponsored by the KVNW. Since the introduction of the Bob campaign in 2001, the number of car incidents involving alcohol have decreased.in parallel, the NIX18 is a government campaign targeting underage drinking. The aim of the campaign is to strengthen the social norm to not drink and smoke until the age of

33 Sweden The Munskänkarna is the largest non-profit association for wine education and wine tasting in the world, with more than members. It counts local associations in 170 cities and villages, mostly in Sweden, but also in cities around the world; Barcelona, Brussels, Gran Canarias, Côte d Azur, Costa del Sol, Mallorca, Provence and Tokyo. All together Munskänkarna organises wine tastings, with about participants every year, and 450 courses, with participants, it counts 25,000 members in total. Munskänkarna joined the WiM Association as Observer early 2016, and has become the national contact point of the Wine in Moderation Programme, responsible for the planning, coordination and accountability of in Sweden. As the first consumer association to join WiM, Munskänkarna will act as multiplier of the message by informing and educating Swedish wine consumers and encouraging cultural change and making moderation fashionable. Education is key, and the message will be communicated through the courses and wine tastings in the 170 cities and villages in Sweden, and around the world, where Munskänkarna is active. 33

34 4.5 Ambassador Companies ROSÉ VIN TAGE 2003 A LIMITED EDITION BY JEFF KOONS Notre savoir-faire se déguste avec sagesse. Ons vakmanschap drink je met verstand ROS É V I NTAGE 2003 A LIMITED EDITION BY JEFF KOONS El champagne sólo se disfruta con moderación - DOMPERIGNON.COM WINE IN MODERATION AMBASSADOR COMPANY El champagne sólo se disfruta con moderación - DOMPERIGNON.COM ON THE ROCKS! Notre savoir-faire se déguste avec sagesse. Ons vakmanschap drink je met verstand Las Anadas de Espana 240x300_DOMP_JEFF_K_SPAIN.indd 1 17/10/13 14:50 Las Anadas de Espana 240x300_DOMP_JEFF_K_SPAIN.indd 1 Moët Hennessy is the wines and spirits branch of LVMH: Moët Hennessy - Louis Vuitton. As the first producer and exporter of champagne and cognac as well as a wine producer in many countries in the world, the company has by essence a very strong wine identity. Organise action Moët Hennessy is a key supporter of the Programme, of which it is a founding members, and a large contributor of the WiM association. Since 2011, it has consistently allocated time and resources to strengthen the activities of the association, help its expansion and facilitate ways of reaching out to consumers. Moët Hennessy s (MH) high-end products have a distinct cultural, historic and gastronomical dimension. Some of them reflect more than two centuries of heritage in their country of production. MH detailed, in the Moët Hennessy Commitment for Responsible Consumption, three key principles: 1. MH ensures an active promotion of moderate drinking, by educating consumers about the Art of Tasting culture, 2. MH raises awareness about the dangers of drinking and driving, 3. MH insists on the absolute respect of its collaborators, guests and consumers' choices. Consuming MH s products should 17/10/13 14:50 remain a pleasure and their consumption should never be imposed on anyone. In , Moët Hennessy has retained a strong commitment and contribution to responsible consumption. Empower professionals Vocational Education Education and training have always been an important pillar for Moët Hennessy. Through internal training, Moët Hennessy aims at giving all its employees a thorough knowledge of drinking patterns and moderate and responsible consumption of wine. In 2015, Moët Hennessy has developed an internal print campaign entitled All Ambassadors of responsible consumption. The campaign consisted in a gradual roll-out, over two months, of nine playful posters raising awareness of all MH employees regarding responsible drinking. The campaign was translated in eight languages and set up in all the MH entities around the globe to maximize chances that every employee would see it. Results have shown that the initiative was very well perceived by employees, who became Ambassadors of responsible consumption. Responsible commercial communication Through , Moët Hennessy has continued to ensure and promote responsible communication. Since 2013, all the MH 34 wines and champagnes products sold in the EU (with the exception of France and the UK for regulatory reasons) are labelled with the website address. Moreover, in order to visit any of Moët Hennessy s wines and champagnes brands webpages, visitors from all over the world have to go through the age-gating page, to discourage underage people from accessing the website content. This page also bears the message. Moreover, if the age condition is not fulfilled, visitors in the EU are immediately redirected to the webpage. This is therefore considered a very good way to raise awareness about the. The website address is also placed on Moet Hennessy s responsible consumption leaflets available at their visitors centres, etc. In 2015, MH has also renewed its self-regulation code on communication and marketing, recommunicated it to all its marketing and communication collaborators and reorganised with the legal department to ensure the screening of all MH s brands communication. Encourage moderation and responsibility Moët Hennessy has been a strong supporter of for many years now. Besides these activities, Moët Hennessy continues to seek other means to disseminate the message, and in , MH has been supporting WiM in its sponsorship of the Born Digital Wine Awards brought to you by.

35 WINE IN MODERATION AMBASSADOR COMPANY Pernod Ricard is the world co-leader in wines & spirits and the fourth largest global wine operator. Genuinely committed to responsible consumption, Pernod Ricard, through its wine affiliates became early on a member of WiM Association and key player as Ambassador of the Programme. Organise action Pernod Ricard has a dedicated CSR department and CSR leaders within each affiliate, who carefully monitor and coordinate the implementation of the Programme. Its wine affiliates in Spain, France and Argentina have been actively supporting their national Programmes and implementing activities to empower professionals and encourage moderation and responsibility in the consumption of wines. In Argentina, Pernod Ricard is part of the Responsible Consumption committee at Bodegas of Argentina and has been highly involved in the planning and implementation of the Argentinean Programme sharing their international know-how and experience in Corporate Social Responsibility. Corporate Social Responsibility (CSR) is one of the cornerstones of Pernod Ricard Winemakers Spain as well, and since its inception, Pernod Ricard Winemakers Spain has always championed responsibility and moderation in wine drinking. The firm in Spain, joined in 2009, and since then is leading by example the national wine market. Mumm and Perrier Jouët, from the Champagne region also started to take concrete actions within the Programme in Empower professionals Vocational Education A key Social responsibility activity for Pernod Ricard is the Responsib All Day. A unique initiative during which all 19,000 Pernod Ricard employees worldwide stop their activities and dedicate the day to sharing knowledge and experience on responsible consumption yearlong programmes among which the implementation of. Employees also act as ambassadors raising awareness on responsible consumption. In addition to the Responsib'All Day, Pernod Ricard Wine Affiliates, organise and support seminars to improve the knowledge of wine professional in responsible practices. Responsible commercial communication Pernod Ricard Winemakers Spain was the first company to include the logo on its back labels. The logo is currently present on about 20 million bottles across several Pernod Ricard Winemakers Spain brands and in different channels in Spain as well as on more than 10 million bottles of Campo Viejo on the International market. During Pernod Ricard has continued and expanded the placement of the logo labelling in further more brands and countries, creating a link to a comprehensive source of information on responsible drinking; the wineinmoderation.com website. Furthermore, as a member of FEV, Pernod Ricard Winemakers Spain adhered to the Wine Communication Standards (WCS), and since 2009 all of the commercial communications, both on-line and off-line media carry the logo and follow the Wine Communication Standards principles. Encourage moderation and responsibility Pernod Ricard s tangible contribution extends to the entire society and to its actions to engage and empower the whole wine sector, the company aims to change behaviour and help consumers make responsible choices. Activities to spread the message have taken place in various countries reaching consumers through their commercial communication, labels online and offline media and where wine is acquired and appreciated. 35

36 WINE IN MODERATION AMBASSADOR COMPANY INVESTMENT Total Investment: Professionals Involved >550 Working days Human Resources Management Coordination Campaigns Actions Tools ENCOURAGE MODERATION & RESPONSIBILITY 134 Wine in 8 Moderation Actions References in Media Participants Disseminated Communication Products Sogrape Vinhos, Portugal s leading family owned wine company, has a long-term vision for a sustainable future of being the Iberian reference of quality wines, with a family tradition, focused on developing relevant brands for consumers in priority markets. Founded in 1942 with the creation of Mateus Rose, Sogrape Vinhos is led today by the third generation of the Guedes family and cultivates more than Ha of vineyards in Portugal, Spain, Argentina, Chile and New Zealand. Organise action In 2008, Sogrape Vinhos signed a commitment to positively contribute to reducing alcohol-related harm within the European population and is committed to the education of its staff, trade and consumers in the appreciation of wine in a moderate and responsible manner. Sogrape Vinhos has been actively involved in the Programme since its inception and is a founding member of the WiM Association. The company s high commitment to social responsibility and sustainability and the numerous actions set the example in Portugal and in all the markets they are active in. During the period of , Sogrape Vinhos further enhanced its commitment and supported the growth and the impact of. Empower professionals Vocational Education Sogrape Vinhos has been very active in education, from internal education programmes to its employees to pilot projects aimed at explaining to parents how to speak with their children about alcohol. In , Sogrape Vinhos continued to invest in education and communication programme, with programmes to spread the message. Among these activities were the 2 nd edition of the Sogrape Vinhos WiM Week for company employees and the Responsible Service training for professionals. Through these initiatives, Sogrape Vinhos aims to raise awareness about the harmful effects of abusive consumptions of alcoholic beverages. Responsible commercial communication Sogrape Vinhos adheres to the Self-regulation code in conjunction with the ICAP Code of Self-regulation in Commercial Communications of Alcoholic Beverages for all of its communication and promotional material, resulting in the inclusion of the logo and the authorised Responsible Drinking message in all commercial communication. The message Seja Responsável. Beba com Moderação. is clearly visible, placed in a horizontal format with a minimum size of 33% of the longest side. Throughout , Sogrape Vinhos has continued to ensure and promote responsibility through its commercial and corporate communication campaigns generating over seven million impacts during 2014 and Encourage moderation and responsibility Sogrape Vinhos disseminates the common message through events, conferences and of course distributing relevant material such as leaflets, brochures, breathalysers, etc. to consumers. During , Sogrape Vinhos took part in four consumer events at which participants took a free breathalyser test, thus raising awareness about the risks of drink and drive. In this period over brochures were distributed. 36

37 4.6 Other countries Belgium As only by acting locally and understanding local needs and interests can someone successfully act globally and vice versa, WiM Association is taking action at local level. Based in Brussels, has increased its presence in the country by participating at events and making contacts with the local press. In 2015 only, the WiM Association participated in three major events organised in the Belgian capital and communicated its message of moderate drinking to a large number of consumers. The events targeted different types of consumers and the Wine in Moderation initiative was very much welcomed by the organisers of these events. Les Vins du Soir The first edition of Le Salon des Vins du Soir a Belgian wine exhibition organised by Le Soir took place in Brussels in April With the aim of reaching a broad public, of both consumers and wine professionals, WiM Association spread the message of responsibility to a large multicultural crowd of over 2000 people. The exhibition which took place in one of the cultural hubs of the European capital the Botanical gardens further enhanced the link between wine and its unparalleled cultural and social heritage. The wine fair focused both on the discovery and the culture of wine. Eat! Brussels Drink! Bordeaux...in moderation For the second consecutive year, Bordeaux wines joined Brussels most famous food fair. Primarily based on the discovery of gastronomies from around the globe, today Eat! Brussels Drink! Bordeaux also invites visitors to taste French gastronomy through a wide variety of Bordeaux wines. Gastronomy and moderation go hand in hand and was there to encourage moderation and responsibility and a full appreciation. Surrounded by gourmet plates and wine tastings, there are a few simple guidelines that can give the consumer a richer experience, for example learning how to enjoy a good glass of wine in a responsible and moderate way. Moreover, in order to make sure that the amount of wine poured did not exceed tasting purposes, participants also received a glass bearing a limited serving size. Last but not least, to further ensure a responsible consumption of the wines, spittoons were also available during the event. postcards and leaflets bearing the responsible message were distributed at different stands of the event to enable consumers to make responsible and informed decisions to support a sustainable lifestyle. Megavino the biggest wine expo of the Benelux For the first time, Megavino, the biggest wine expo in the Benelux decided to take on the message of responsibility. The responsible message accompanied the communication of Megavino and leaflets were distributed at the entrance of the expo a perfect opportunity for the visitors to learn more on responsible and moderate consumption. Exhibitors also provided additional advice, material and masterclasses on wine and food pairings and how to best appreciate in a moderate and responsible way. In addition to these activities, WiM ambassadors wine products and websites bearing the logo are already well-established in the Belgian market. 37

38 Bulgaria The WiM Association was in Bulgaria for the 2015 edition of the Digital Wine Communication Conference and the announcements of the Born Digital Wine Awards brought to you by Wine in Moderation (BDWAbyWIM) winners. The two events were a great opportunity for the WiM Association to introduce the Programme and message to the Bulgarian wine sector and opinion leaders. China In the framework of the EU-China wine cooperation project, the Programme was presented to the Chinese Alcohol Drinks Association and authorities. In November 2015, in parallel with Decanter Shanghai, the city of Shanghai also hosted the EU-Wine China Summit. A delegation of high-level representatives and experts from Europe participated in a vast and polyvalent programme of activities and meetings organised by the European Wine Committee (CEEV) and the Chinese Alcohol Drinks Association (CADA). With the view of improving the knowledge and responsible appreciation of wine and its culture among the Chinese professionals and consumers, the Art de Vivre Programme was presented by the WiM Association. This first presentation of the Programme was warmly welcomed by CADA officials and opened the discussion for future actions in China. Croatia In Croatia, the University of Split, School of Medicine is leading research in the field of wine and health and has successfully been communicating and raising knowledge with professionals and the broader public about wine and health issues and the risks of the excessive and harmful consumption of alcoholic beverages. At the same time the Croatian Chamber of Economy brings together the whole Croatian sector and actively supports it with actions such as professional training, communication and representation. In 2012, the Croatian Chamber of Economy and the University of Split, joined the WiM Association for a unique partnership dedicated to vocational education and training (VET), VET-Art de Vivre Partnership Programme. These two organisations promoted the work of the Partnership through interviews in relevant media (internet magazines, bimonthly magazines, radio, etc.), presentations at important symposia (e.g.: Professional training symposia for continuous education of medical doctors, etc.), national wine festivals, etc. The Croatian filière is supportive of the promotion of the values of moderation and responsibility and the engagement with key stakeholders in relation to the principles and objectives of Wine in Moderation. Members of the Board of the WiM Association also participated in a large conference organised in Zagreb in July 2015 to present emphasizing on the importance of information and education of consumers and professionals. 38

39 Greece Brazil & Uruguay The National Inter-Professional Organisation of Vines and Wines of Greece (EDOAO) was actively involved in the Programme from adopting and implementing the Programme in Greece. At that period successful activities were launched in collaboration with the Ministry of Health and Social Solidarity and the sectorial agencies of related branches (oenologists, sommeliers, etc.). In 2015, WiM Association also started the dialogue with key actors of the Brazilian and Uruguayan wine sector to launch the Programme in these countries, further expanding the reach of the wine in moderation message in South America. Following this period, the two most important wine professional associations the Oenologist Association (PANEPO) and Sommelier Association (PENO), took the lead of the Programme, with both associations participating in the VET Art de Vivre Partnership Programme. In the framework of the VETArtdeVivre Partnership, a conference was organised during the 2014 Oenorama exhibition, aiming at presenting approaches on training of wine professionals in relation to culture, health and responsible wine consumption. This was an opportunity to update key Greek stakeholders (producers, professionals, educational establishments) and wine professionals with the latest achievements of and sensible drinking but most importantly, it was a great occasion for the VETArtdeVivre Partnership Programme to present the work developed and to initiate the necessary dialogue for the introduction of relevant training. Also, and for the first time ever, a sommelier association introduced a question about responsible serving in the 2014 National Contest of Best Sommelier. The contestants were asked about the issues related to drink and driving as well as drinking during pregnancy. Articles about were also presented in sectorial magazines and popular wine websites. In 2015, WiM Association and EDOAO initiated a dialogue for EDOAO to become the Programme National Coordinator in Greece and further developing actions. 39

40 5. Good practices 5.1 Organise Action : the key feature of the 38 th OIV Congress WiM Association, Deutsche Weinakademie, OIV July 2015 Mainz, Germany was at the heart of the 38 th OIV World Vine and Wine Congress, which took place in Mainz from 5 to 10 July 2015, in conjunction with the 13 th OIV General Assembly. More than 500 delegates, from Government Authorities, scientific experts and the wine sector, came from over 46 countries to take part in the wine sector s most important international meeting. The German Parliamentary State Secretary to the Ministry of Food and Agriculture, Peter Bleser, opened the Joint Technical Meeting by recognizing wine as an integral part of culture and firmly supporting the need to promote moderation and responsibility in the consumption of wine. Mr. Bleser praised the Programme for its approach and efforts. WiM President George Sandeman made a keynote presentation The success story of the WINE in MODERATION Art de Vivre movement - From a European Programme to an international movement. Experts and wine sector representatives discussed key topics of responsible consumption and WiM Association members presented the implementation of the Programme in their respective countries, showing the wide range of activities developed throughout the world, ranging from education, to self-regulation and communication. With some 500 participants from around the world, the 38 th OIV Congress was a great opportunity to show the vast growth of the - Art de Vivre movement and the great commitment of the wine sector to encourage moderate and responsible consumption. Many delegations expressed their interest in the Programme showing the growing involvement of the entire wine sector in moderation and responsibility. The success of the Congress and of the participation of the WiM Association was hugely supported by the German wine sector, its Representative Associations and more specifically its committed and competent professionals. 40

41 An ever growing Programme in Spain Bodegas de Argentina signs partnerships with a number of important stakeholders Federación Española del Vino Spain Bodegas de Argentina Argentina Along the years important wine entities joined the Wine in Moderation Programme in Spain, on top of over 60 wineries and wine business companies. The commitment implies to comply with and to apply the Wine self-regulation code applied by FEV in Spain. In joint action, the Spanish Federation of Wine (FEV) and the Wine and Nutrition Research Foundation (FIVIN) formalised new commitments of Spanish Designations of Origin as Costers del Segre, Binissalem, Pla I Llevant, as well as the wine routes of Serranía de Ronda, Montilla-Moriles, Sherry wine and brandy, Lleida-Costers del Segre. The Cadiz Consumers Association and University of Burgos are other examples of new adhesions. It should also be noted the agreement reached with the Schools of Hospitality Business National Association (Asociación de Escuelas de Hostelería, in Spanish). The association that brings together Spanish Hospitality Schools shares certain criteria of excellence and teaching responsibility, and ensures hospitality and hotel quality training. As an association that involves educational institutions, it is of the highest importance that they have agreed to spread the responsible message not only to society but also to the students. Accompany wine with good food, alongside a glass of water : the message that Bodegas de Argentina has taken further by partnering with Villavicencio (water brand group Danone) bringing water in all events organised by BdA and pointing out the recommendation to always accompany your glass of wine with a glass of water. With partnerships at the heart of the Programme, Bodegas de Argentina has indeed already initiated significant partnerships with a number of important actors such as University of Cuyo Maza University, Baco Club, INCAA (Cinema National Institute), INV (Viticulture National Institute), San Juan Government, Frozen Bag, etc. Bodegas de Argentina will continue working towards welcoming new partners to promote the message of responsible consumption. On the institutional side the wine cities of Alcazar de San Juan, Cambados and Jerez also committed to the Programme. Furthermore, in the occasion of the Madrid Fusion an event that brought together the most internationally distinguished chefs from around the globe three renowned wine events adhered to Wine in Moderation: ENOFUSION, an important event celebrated every year in Madrid, ENOFESTIVAL, an alternative music Festival where young adults learn about wine tasting, and, The World Bulk Wine Exhibition a yearly Trade Fair that takes place in Amsterdam. 41

42 Partnership between Vin et Société & SYNHORCAT Vin et Société July 2015 France Following the partnership agreement between the WiM Association and HOTREC to encourage partnership action at national level and with the experience gained by the VET Art de Vivre Partnership Programme, Vin & Société has formalised a first major partnership with SYNHORCAT the National Union of Hotel, Restaurant, Café and Catering making training on responsible and moderate consumption mandatory for all future professionals of the industry. The training on moderate and responsible consumption patterns will enable hospitality professionals to become ambassadors of the moderation message. at the Ibero-American Wine Business Forum CEEV, FEV February 2014 Spain The first Ibero-American Wine Business Forum was held in the city of Jerez (2014 European Wine City) and gathered among others the Spanish Minister of Agriculture, EU officials and important personalities of the European and South American wine sector. The Forum was the perfect opportunity for CEEV, to present the Programme and the success story of the Wine in Moderation implementation efforts in Spain, Portugal and in Argentina to the whole assembly showing the way for other countries of South America to join. The expansion of among Ibero-American countries, beyond European borders, set the Programme as a global benchmark of the commitment of the wine sector with and a strategic priority to ensure the sustainable development of the wine sector globally. 42

43 5.2 Empower Professionals Vocational Education Launch of the Programme Responsible Service Creates Sustainable Business ACIBEV & Sogrape Vinhos 2014 & 2015 Portugal A responsible service training programme Responsible service creates sustainable business was launched in joint effort between ACIBEV and APHORT, with the support of Sogrape Vinhos and ViniPortugal. This project aims to promote moderate and responsible consumption and to reduce alcohol-related harm. A Professionals Manual guide was thereby developed to acquaint waiters with the responsible service of alcohol. Launched with the aim of accomplishing the commitment made to the National Alcohol and Health Forum, the partners introduced this responsible service of alcohol programme to high profile Horeca guests and civil authorities on 28 October 2014 in Porto, Portugal. To further illustrate the potential problems that could arise with alcohol abuse, a theater group staged three situations to show that most conflicts can be prevented or handled in their early stages. These plays included cases with minors and adults, for example cases where the law does not allow alcoholic beverages sale (sales to minors, drink-drive and service to inebriated customers). The opening speeches were made by the presidents Rodrigo Barros Pinto (APHORT) and Jorge Monteiro (ViniPortugal) and by Ana Isabel Alves (ACIBEV). Following this, Vasco Magalhães, wine educator from Sogrape Vinhos, presented the -Art de Vivre Programme, what is moderate consumption and the risks of alcohol misuse and abuse, followed by a thorough explanation of the previously mentioned server s guide. Special guest, Dr. João Goulão from SICAD Additive Behaviours and Dependencies Intervention Service made the closing speech in which he applauded the initiative. In 2015, programmes, dissemination activities and training actions were also held: Workshop Responsible Service creates Sustainable Business, in one of the greatest national industry events Essência do Vinho. This workshop was attended by about 25 professionals and a Training Manual for Professionals was made available to each participant. Information campaigns/awareness dynamised in person, in Essência do Vinho event in February in Porto, either in the event Encontro com Vinhos e Sabores, occurred in November in Lisbon. These actions were based essentially on a promotional approach and programme dissemination through flyers delivered about the same subject. And three training sessions for professionals, which have been integrated into the modules of ViniPortugal s Training Courses. presented to German university students Deutsche Weinakademie November 2014 Germany In November 2014, a special event was organised at the University of Cologne by the Students organisation and the Forum of Young Chemists. This event entitled Perspectives a tandem experiment offered the possibility to have two separate perspectives on one topic. Wine, one of the five topics of the evening, was also examined from 2 different perspectives. The presentation started with the young wine maker and food technologist Eva Heinz who explained how wine is produced from the vine to the final bottled product. Her wine tandem partner, Prof. Kristian Rett, head physician of the Department of Endocrinology and Diabetology at the hospital Sachsenhausen in Frankfurt and member of the DWA s Scientific Board, described in a very interesting way the health aspects of moderate wine consumption and responsible drinking patterns, with a special focus on diabetes. He explained that already 100 years ago, the famous diabetologist Carl von Noorden recommended his patients a glass of wine with the meal to control their glucose level. Prof. Rett also took the opportunity of this presentation to emphasize the risks associated with the misuse of alcoholic beverages and referred to the principles of the Programme. The auditorium welcomed more than 100 students and teachers and the numerous questions asked during the Q&A proved a high interest in this topic by the students. Most of the attendees also welcomed the opportunity to taste a glass of wine during the lecture in order to better understand the product discussed and considered this tandem experiment very successful. 43

44 #Beremeglio a training aimed at the Italian HORECA sector Responsib All Day celebrated its fifth anniversary in 2015 Federvini December 2015 June 2016 Italy Pernod Ricard Europe When it comes to alcohol and responsible consumption, the ultimate challenge for restaurateurs and bartenders, is to become the first promoters of a culture of quality, responsibility and moderation towards its customers. Recognising the hospitality sector as part of the wider wine value chain, the National Programme Coordinators have established partnerships with the hospitality sector in a number of countries. With #Beremeglio, Federvini and Fipe Italian Federation of Public Establishments, have decided to launch a joint project to encourage responsible consumption and quality of public exercises, starting with a pilot project in the northern region of Veneto for a period of six months. 600 operators will participate to 20 courses, which will be divided into different parts, covering in-depth knowledge of alcoholic beverages offered to customers, their characteristics, as well as all the rules of reference. Awareness of the effects of alcohol and the various stages of intoxication together with the management of risky situations will also be discussed for bartenders & restaurateurs to immediately understand the conditions of a customer who could potentially be problematic and the most adapted behaviour to face these situations. Last but not least, tips and hints on how to accompany customers at the end of the evening, near closing time, will be revealed to avoid possible mishaps. The pilot project, which will last six months starting December 2015 represents a substantial novelty in training of the Italian HORECA sector. The aim of Fipe and Federvini is to expand the project #Beremeglio nationwide at the end of the pilot project, with the support of the main national institutions. The Austrian Wine Academy successfully launches the training in 42 HORECA Schools throughout Austria Austrian Wine Academy February 2014 Austria The Austrian Wine Academy successfully launched its Wine in Moderation training programme in Austria s HORECA schools making it now part of their wine training curriculum. A team of 25 Weinakademie lecturers was trained to present the topic of moderation to students aged years. From January to June 2014, up to 159 lectures were held at 42 different HORECA schools throughout Austria and more than 2500 students participated. The Programme was very well received by teachers and students alike and the Austrian Wine Academy is planning to continue with this action in the next academic years. Pernod Ricard celebrated the fifth edition of Responsib All Day in Responsib All Day, which aims at combatting inappropriate and harmful drinking, is a day of action organised simultaneously in over 80 countries and involving the Group s employees who devote their day to sharing knowledge and experience on responsible consumption making them the leading ambassadors of the Group s commitment. Responsib All Day is a day where Pernod Ricard stops all its activities worldwide and where a vast number of local initiatives and events take place, allowing employees to talk directly to the consumer, the distributor, etc. about Pernod Ricard s five commitments. Each edition is dedicated to a specific topic related to responsible and moderate drinking; Among the action developed, the Wine in moderation was presented to the Pernod Ricard employees. Launched in 2011, the Responsib All Day aims at encouraging sharing of best practices as well as the implementation of concrete CSR initiatives. 44

45 Responsible commercial communication Implementation of Self-Regulation in Spain Autocontrol, FEV and all Supporters Self-Regulation by Sogrape Vinhos Spain On January 1st 2009 the Self-regulation Wine Code came into force in Spain in order to follow the implementation of the European Wine Communication Standards (WCS). The application of the code is mandatory for all FEV company members, as well as companies and entities who wish to follow them. All companies that undersign the WCS, adhere to the values and principle of the standards and bear the logo and message in all of their commercial communication. The verification and external control to guarantee the agreed measures has been entrusted to AUTOCONTROL de la Publicidad, the national organisation in Spain in charge of self-regulation in advertising. Sogrape Vinhos Marketing All commercial communication Sogrape Vinhos has implemented the WiM Self-regulation code in conjunction with the APAN Code of Good Practices in Alcohol Communication in all of its communication and promotional material, resulting in the inclusion of the logo and the authorised Responsible Drinking message in all commercial communication. In addition to this in Portugal, Sogrape applies a Code of Good Commercial Practices covering Sales and Marketing by the national distribution company. Today, nearly companies within the wine business fully apply and respect the Self-Regulation Wine Code in Spain, and the impacts of the message can be counted per millions. 45

46 website available on Moët Hennessy brand s website /direct pop up to Wine in Moderation Moët Hennessy brands All yearlong Moët Hennessy s brands website In order to visit any of Moët Hennessy s brands webpages, visitors from all over the world have to go through the age-gating page, to discourage underage people from accessing the website content. This page also bears the message. Moreover, if the age condition is not fulfilled, visitors in the EU are immediately redirected to the webpage. This is therefore considered a very good way to raise awareness about the. Born Digital Wine Awards brought to you by Wine in Moderation WiM Association, Vrazon, Moet Hennessy 2015 Worldwide The Born Digital Wine Awards brought to you by, in their third edition, were relaunched in 2015 with the support of in order to highlight the best digital content promoting a positive culture of wine in the world of communication. With its innumerable stories, wine culture is in fact an effective way to reveal the wider and diverse world of wine in a responsible way, putting wine appreciation and enjoyment in a broader social context. was therefore thrilled to sponsor the Born Digital Wine Awards and in this way, encourage responsibility in the communication and appreciation of wine. The awards received a total of 227 submissions from 19 countries, including Australia, Argentina, Belgium, Denmark, Finland, Greece, Hungary, the Netherlands, New Zealand, Serbia and Turkey. These submissions were received in English, French, Spanish, Italian, German and Portuguese and split into four categories. 118 entries made it to the final stage, where judges scored each of them on multiple criteria in order to create the shortlist of 30 entries and the winners were announced on Saturday 24 October 2015, at the Digital Wine Communications Conference. The BDWAbyWIM judges were selected from the wine industry and briefed to compare writing and video content from across the world to find new voices and sources of wine stories, as well as stories that made responsible use and took positive advantage of the digital medium in some way 46

47 Scientific documentation Association joins OIV as Observer prescribed in medical summer camps WiM Association & OIV October 2015 Paris Deutsche Weinakademie July 2015 Germany Recognising the role and contribution of the Programme in fostering the social responsibility of the wine sector and inspiring well-being, the International Organisation of Vine and Wine (OIV) has welcomed the WiM Association as Observer. The OIV President Monika Christmann welcomed this membership precising that the activities and programmes of this new observer are totally in line with the 4th axe of the OIV Strategic Plan regarding socio-behavioural factors. The Programme and its members have a unique expertise and know-how in wine, health and social aspects, highly relevant to the OIV Strategic Plan. Expertise and tools in the area of professional education, scientific documentation, consumer education and information are only some of the area were in its role as an Observer could contribute. For the 6 th consecutive year, medical students from different universities were invited to attend a medical summer camp as part of their clinical traineeship. For the first time, a seminar on wine and health was part of the programme. The latest scientific evidence on the benefits of moderate wine consumption as well as the risks associated with excessive intake were presented and discussed with the students. This was also an occasion to present the Programme to a wide audience from all areas of the healthcare sector emphasizing that moderate wine consumption is an important element of our societies. As one of the priorities of the Programme, the Art de Vivre Education in the form of vocational education and training aims to increase the knowledge, skills and competences of physicians and wine professionals on harmful alcohol consumption, with a view to helping them and their patients/customers make well-informed, responsible choices compatible with a healthy lifestyle, and to reducing the misuse and abuse of alcohol. Organised by Prof. Markus Flesch, the medical summer camp took place in Soest, Germany. Prof. Dr. Flesch is both head physician at the Soest Maria hospital and associate professor at the medical faculty of the University of Cologne. In addition to being very much involved in the training of future German physicians, Prof. Dr. Flesch is also chair of the scientific board of the Deutsche Weinakademie (DWA). L alcol tra ragione e sentimento : Round table with authorities, doctors, anthropologists, nutritionists and experts Unione Italiana Vini March 2015 Rome, Ministry of Agriculture Held in the most beautiful auditorium of the Italian Ministry of Agriculture, the round table L alcol: tra ragione e sentimento was a great success punctuated by many interventions. The vice-minister of Agriculture and several Senators welcomed the initiative and expressed their support. The round table which gathered authorities, doctors, anthropologists, nutritionists and experts explored the relationship between alcohol, pleasure, quality of life and health, analysing the consumption of alcoholic beverages in a perspective of health and wellness. The issue of education was mentioned several times as an important way of encouraging a moderate consumption of wine. 47

48 5.3 Encourage Moderation and Responsibility Art de Vivre Campaigns Wim over wijn - a multichannel campaign to encourage moderation and responsibility KVNW (the Dutch Association of Wine Merchants) October 2015 The Netherlands In the frame of their recent membership to the WiM Association, the KVNW launched their first multi-channel campaign: Wim over Wijn. Supported by the entire Dutch wine sector, the campaign aims to encourage responsible wine consumption and inform Dutch consumers about the harmful effects of alcohol abuse. Built around the website wimoverwijn.nl, the campaign provides tips and tricks on responsible wine consumption and informs consumers on how to enjoy a glass of wine as part of a healthy lifestyle while warning them about the potential harm of alcohol-abuse. A friendly virtual person, named Wim (a popular Dutch name), passes the message in a fun and interactive way and is present on websites, wine labels and store material, a spot featuring Wim was played in popular venues such as train stations, etc. Wim will also be introduced to wine training institutes and vocational education providers. Vin & Société launches multichannel national campaign on drinking guidelines Vin et Société December 2015 France Vin & Société launched their first national public information campaign on drinking guidelines in December With the ambition to inform the consumer about safe levels of drinking and excessive consumption, this campaign lasted several weeks combining: presence in general national newspapers, regional online press, professional press and sites for two weeks and on dedicated sites about gastronomy, art and culture. The campaign was also present online, social media pages were created (Facebook and Instagram pages: #Vindomptables); together with an information page on the association s website. 200,000 leaflets on responsible consumption were also published. The multichannel campaign, called Wine, I love it and respect it, is built around four ads, 4 visuals featuring white wine, red wine, rosé and sparkling wines. Imagined as ambassadors, 4 grapes personalised called Vindomptable embodied good manners in the self-respect of others and the product. Loving the wine, is also having a grain of reason was their creed. 48

49 in Portuguese cinemas ACIBEV & AEVP December 2015 January 2016 Portugal AEVP and ACIBEV, in Portuguese cinemas with the message of moderation and responsibility during the Christmas holidays. Action led by AEVP Between 1st November 2015 and 31st December 2015, a campaign was launched by AEVP in all UCI cinemas in the city of Porto. This campaign consisted in the insertion of a page with the messages in the weekly programme brochures as well as a video spot before the beginning of the movies. In the two months that the campaign lasted, brochures were printed and distributed and video spots were shown to an audience of people. Action led by ACIBEV Since 2012, year in which ACIBEV developed the TV-campaign, the association has featured the same spot on national televisions every year during the Easter and Christmas holidays. In 2015, the campaign was replicated once again during the Easter break. In Vino Virtus: Italian police launches Wine in Moderation campaign with UIV UIV March 2015 Verona, Italy On the occasion of Vinitaly, the State Police of Verona in collaboration with Unione Italiana Vini (UIV) launched In Vino Virtus a campaign aimed at raising awareness on the responsible consumption of wine. Considering that a responsible and moderate consumption of wine can be compatible with a healthy lifestyle, and taking into account the important involvement of Italian wine producers in the Programme, State Police has called upon UIV to jointly develop labels calling consumers to change the way you drink. With the opportunity of Vinitaly, numerous participating companies applied the campaign-etiquette In Vino Virtus with the name and logo of their companies on a number of bottles which were exhibited at their stands alongside campaign-branded roll-up banners. However, for this year s winter holidays, ACIBEV decided to launch the campaigns in cinemas throughout the country as well. The 2015 was therefore exhibited in over 45 cinemas spread across the country between 17 December and 6 January with a total of views. With these large consumer campaigns featured during this period of celebrations, the two Portuguese associations members of the WiM Association aim to prevent alcohol abuse and misuse by enabling young people and adults to make responsible and informed decisions to support a sustainable lifestyle. These campaigns are also supported by the participation to large wine events targeted at consumers ( Porto.Come, Essencia do Vinho, etc.) 49

50 A month about responsible consumption it starts in September Bodegas de Argentina September 2015 Argentina In the frame of the partnership between Bodegas de Argentina and the National Institute of Vitiviniculture (INV), a responsible consumption action plan was defined with a list of activities and events to strengthen and disseminate the responsible consumption message through the Argentinian wine sector. The Responsible Consumption Month is one these activities. Four main actions were developed in Mendoza during September to spread the message of moderation to consumers: Campaign in cinemas: videos were shown in cinemas in Mendoza during the whole month. Events: brochures, leaflets, and banners were distributed at the event Tangos por los Caminos del Vino together with Danone Argentina that distributed mineral water to all participants. Workshop: Bodegas of Argentina organised a workshop Cómo implementar las herramientas del programa en tu empresa for wineries, companies and institutions to work together and put a focus on relevant points surrounding the concept of responsible consumption. The workshop was supported by the INV, UnCuyo, Moët Hennessy Argentina, Grupo Peñaflor and Pernod-Ricard Argentina. Call to action in nightclubs: With the support of the INV, a number of nightclubs based in Mendoza showcased Wine in Moderation videos during the evening to raise young people s awareness on alcohol related harm. Quien Sabe Beber, Sabe Vivir Federación Española del Vino September 2012 September 2015 Spain The campaign Quien Sabe Beber, Sabe Vivir ended in September 2015 after three very successful years. Institutional and informative, the campaign was developed by the Spanish wine sector, who received the support of the Ministry of Agriculture, Food and Environment, and the European Union. It was the first nationwide and the biggest worldwide campaign undertaken by the Spanish wine sector with the aim: To inform the general public about moderate and responsible consumption. Wine is the only way to enjoy the product. Increase knowledge of wine, its varieties and origins. To value its role in Spanish society as an integral part of its history, culture, landscape and the Mediterranean diet. Report responsible consumption habits and low-risk consumption amounts, as well as the harmful consequences of excessive consumption. The campaign addressed the general public aged 25 to 50 with a special focus on women for their significant social role as educators, their active attitude towards information related to health and healthy lifestyle and as prescribers. People were reached through advertising in the print and digital media (advertising and a dedicated webpage) and information actions at main point of sales. The campaign strategy was based on well-known and esteemed Spanish opinion leaders, who shared their personal recipes for life with consumers. They transmitted close experiences that blended responsible and moderate consumption of wine with gastronomic pleasure and enjoyment of the simple things in life. The campaign achieved more than 780 million of impacts on adult consumers, and was evaluated by a 3 rd independent accredited company. Performance indicators were placed for the continuous improvement of the programme impact towards the consumer. 50

51 Consumer information WiM Association launches Social Media Accounts WiM Association 2014 & October 2015 International WiM Association launched two new Social media accounts during 2014 and 2015 to join the online community of stakeholders and to inform them about the latest news and information about the Programme, the activities and events, but most and foremost to inform about moderate and responsible drinking. Connect with us on LinkedIn ( - Art de Vivre Aisbl (WiM Association)) and Twitter (@WiM_ArtdeVivre)! Portugal brings at Portuguese Wine Expos/Events AEVP, ACIBEV, Sogrape Vinhos 2014 & 2015 Portugal Since the launch of the Programme in Portugal, our three actors have been very active in disseminating the moderation message by participating at events and distributing Wine in Moderation material. With the aim of raising awareness about the benefits of moderate consumption and the risks of the abusive consumption of alcohol, AEVP, ACIBEV and Sogrape Vinhos have been distributing relevant material during important national wine and gastronomy events. brochures, alcohol breathalysers, but also brochures containing guidelines for low-risk consumption, units of measurement and the legal Blood Alcohol Concentration (BAC) limits for driving in Portugal were distributed. Furthermore, Wine in Moderation stands were also positioned at the entrance and exits of the events to give additional explanations to visitors. Numerous events were accompanied by the message among which: Porto.Come, Porto e Douro Wine Show, Bolsa de Turismo de Lisboa (Lisbon Tourism Wine Fair), Encontro com o Vinho e Sabores 2015 and Essência do Vinho

52 The Spanish Wine Federation launches TRIVINO, an online game about wine Vin & Société launches weekly prevention meetings on Twitter Federación Española del Vino August 2014 Spain Vin et Société February 2015 France As part of the campaign Quien Sabe Beber Sabe Vivir, initiated in 2012, FEV - the Spanish Wine Federation also launched the first online game about wine called TRIVINO. The game is available on the website and it can also be played on smartphones and tablets. This game of questions and answers aims to increase knowledge about the world of wine in many different areas: grape varieties, protected designations of origin, characteristics and types of wine, tips on how to serve and consume, aromas, tasting, tastes, curiosities, etc. TRIVINO aims to promote greater awareness on the world of wine from an entertaining approach, reporting on production areas, varieties and, of course, patterns of responsible and moderate consumption, central goal of the campaign. Vin & Société introduced a Prevention page alongside the launch of their new website early This specific page lists all the prevention campaigns that have been developed in different countries regarding drink & drive, pregnancy, under legal aged drinking, on the workplace, etc. Already active in social media, Vin & Société decided to take the opportunity of their strong presence on Twitter to continue reaching out to consumers through weekly prevention meetings. Since early February 2015, Vin & Société invites its followers to learn more about prevention campaigns and open the debate on responsible consumption every Wednesday. at Argentinian Wine Expos/Events Bodegas de Argentina 2014 & 2015 Argentina In the frame of the Programme in Argentina, Bodegas de Argentina has integrated in numerous renowned events inside the Argentinian wine industry bringing the moderation message closer to the consumer with leaflets, videos, etc. together with several social responsibility activities. Water is always made available during these events, strongly supporting the concept of drinking water alongside a glass of wine. in Argentina supported the Vinos y Bodegas Wine Fair, A new challenge for Malbec, Malbec Open Days, the Argentinean Wine Week, the Masticar Food & Wine Festival, Wine Rock Tour, A Month about Responsible Consumption, etc. 52

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54 6. End note No matter how hard it is to measure and report the performance of a such a unique Programme, reporting has always been a rewarding exercise for and its actors. We are delighted to see at the end of each reporting period that the Programme continues to flourish and expand in more countries. It also gives us the opportunity to acknowledge the many individuals and organisations that are committed to and who have devoted time and efforts to contribute in the sustainability of our societies and the promotion of healthy and modern lifestyles was indeed a period that strengthened the foundation of the Wine in Moderation Programme. The Programme strategy drafting exercise gave us the opportunity, not only to get better insight and knowledge on what we are doing and what is needed, but also to deliver a concrete guide for actions and a clear set of roles and responsibilities for each and every one of us. The recognition of our work from the European Parliament and the International Organisation of Vine and Wine made us proud and filled us with joy. The criticism made us think and improve. We are proud of the steps taken and the results achieved, but we recognise the many challenges yet in front of us. We are committed to the continued development of the Programme and we are passionate to make a real change, increasing impact and broadening our relevance on an international scale. In our way forward we hope to have all of you with us and to work together towards a sustainable wine culture that inspires healthy lifestyles and well-being. Stylianos Filopoulos Director of the WiM Association 54

55 We are delighted to see at the end of each reporting period that the Programme con t inues to flourish and expand in more countries. July 2016 Published by: WiM Association Design by inextremis.be (mp5329) Photos: / fotolia.com

56 WINE, A CULTURE OF MODERATION For a sustainable wine culture that inspires healthy lifestyles and well-being Art de Vivre (WiM) Association - Art de Vivre Aisbl Avenue des Arts 43/5th floor 1040 Brussels, Belgium T: +32 (0) F: +32 (0)