International Wine Clubs Association
Wine in Moderation
What is ‘Wine in Moderation’?
Wine is integral to European life and culture and enjoyed by millions around Europe and the world. However, while for the majority of consumers wine products represent a pleasurable beverage to be enjoyed in moderation, a minority abuse alcoholic products in ways that are damaging to themselves and that can harm others around them. To address this problem, the European wine sector has developed its pan-European ‘Wine in Moderation’ (WIM) programme which is designed to promote responsible consumption as a cultural / social norm, with a view to preventing and reducing alcohol abuse and related harm.
The stated objectives of the programme are:
• to reinforce the legitimate place of wine in European society, guaranteeing a social and economic environment which permits the sustainable development of responsible business;
• to make an effective contribution to reducing alcohol related harm based on wide spread education, science based information and sector self regulation.
Why is it important?
The WIM Programme represents the wine sector’s contribution to the European Commission’s (DG Sanco’s) Alcohol and Health Forum as a part of the EU strategy to support Member States in reducing alcohol related harm. The Forum, of which the wine sector is an active participant, aims to coordinate participants so that successful activities can be shared with potential partners across the EU. The effectiveness of the “Wine in Moderation” programme will be evaluated by the European Commission in 2010. If member states have not demonstrated effective participation / contribution to the objectives of the programme, mandatory legislation is likely to be forthcoming.
What is already being done?
The CEEV – Comité Européen des Entreprises Vins - is the representative body of the EU industry and trade in wine and its membership comprises 22 national associations including the Wine & Spirit Trade Association (WSTA). The Comité Vins Secretariat has collated information from the national trade associations and has written a report which will be presented to the Commission shortly: this will show that a great deal of activity is taking place at national level and that a great deal of money has been (and is being) spent on broadcasting the moderate drinking message. It will be crucial that, over the next year, the UK is able to report Key Performance Indicators (KPIs).
What can I do?
1) Put up a WIM poster in your visitor area: POSTER 1, POSTER 2, POSTER 3
2) Include a link to www.WineinModeration.eu from your website.
3) Ensure your team is familiar with the WIM Programme. http://www.wineinmoderation.eu/images/stories/documents/EN/WIM-Brochure-EN.pdf
4)Include the Wine in Moderation logo in your corporate (company documents, letters, website, etc) and commercial communications (ads, internet), as long as your communications are in line with the Wine Communication Standards:
http://www.wineinmoderation.eu/images/stories/documents/EN/WIM-leafletA5-EN.pdf