Wine in moderation

Wine in Moderation Implementation Report 2023

Key achievements in 2023

New
in 2023

In an ever more digitised landscape, trade fairs remain central in creating connections among sector professionals and disseminating key messages. Building our presence at such important trade fair events is a great way to reach wine professionals worldwide and continue increasing their important involvement in encouraging the moderate and responsible consumption of wine among consumers. With a notable presence spanning from Germany to Italy, Portugal, The Netherlands, France, etc., Wine in Moderation actively engaged in numerous fairs in 2023, hosting a multitude of activities.

Expanding the presence of Wine in Moderation at wine
fairs & others

  • Our National Coordinator in The Netherlands , KVNW, took part in the Wine Professional 2023 trade fair, organised by the Wine and Food Association from 9 to 11 January in Amsterdam, and took the opportunity to prominently feature the Wine in Moderation message and brand. In times where the trade is being challenged on a number of issues, it was crucial for KVNW to empower the sector and inform them about possible alternatives such as the Wine in Moderation programme.

  • Barcelona Wine Week took place from 6 to 8 February, and Wine in Moderation’s branding was prominently displayed at the event. From banners to flyers and decor, our message was showcased on all communication material, resulting in increased visibility and traction.

  • From 2 to 5 April 2023, Wine in Moderation participated at the international trade fair Vinitaly for the very first time with its own booth. During the fourday fair, Wine in Moderation engaged in various activities, providing visitors with detailed information about the programme, our structure, and how to become a part of the movement, including presentations, press conferences, etc. Students from the Italian Agricultural Institute also stopped by to learn more about the importance of enjoying wine in moderation and as part of a healthy and balanced lifestyle.

  • For the second consecutive year, Wine in Moderation was present at the ProWein trade fair which took place from the 19 to 21 of March in Düsseldorf, Germany.

    « We are delighted to participate at the 2023 edition of ProWein for the second consecutive year and to have the opportunity to engage directly with professionals of the wine sector, » said Sandro Sartor, President of Wine in Moderation. « Encouraging responsible and moderate wine consumption is essential for the sustainability of our sector, and fairs like ProWein provide a great opportunity for us to share our message and guidelines with professionals. »

    During the fair, water was made available at the Wine in Moderation stand where the team also hosted a range of interactive activities, including games that inform about responsible drinking patterns and guidelines.

  • ACIBEV took the Wine in Moderation message to Lisbon’s annual wine fairs Vinhos e Sabores and Essência do Vinho Lisboa to raise consumer awareness of the importance of moderation and the dangers of drink-driving.
    Under the message « If you drink, don’t drive! » ACIBEV joined forces with the National Road Safety Authority (ANSR) to educate over 1.700 visitors about the inherent risks associated with driving under the influence of alcohol.

    From 23 to 26 February, as part of the promotion of the Wine in Moderation programme and its commitment to the National Alcohol and Health Forum, Sogrape returned to Essência do Vinho, in Oporto, and carried out 1.396 breathalyser tests, which revealed values between 0 and 2.98 g/l.

    Through these initiatives, Sogrape aims to raise awareness of the benefits of a moderate consumption, the risks of alcohol abuse and of driving under the influence of alcoholic beverages.

Education

While there is a great number of ways to reach and empower consumers, one way is through professionals of the wine sector who are often in direct contact with their customers (wine tastings, hospitality, wine tourism, etc.).

In 2023, education initiatives on wine, health, and responsible business practices for wine professionals not only continued, but also intensified. In addition to the training projects launched across several countries in the past years, members have initiated a broader array of partnerships aimed at reaching a larger audience of professionals.

Wine in Moderation announces new Responsible Service Training during ProWein & Vinitaly

Wine in Moderation has developed a training which will be available in different formats (face-to-face and digital) and will be adapted to the cultural needs and national legislation of every country, ensuring the best possible implementation. Every module tackles a specific subject that is considered of crucial importance when it comes to the sustainability of the wine sector (i.e., wine/alcoholic beverages and health, legal framework, good practices, Responsible Communication, etc.) The new education tool is the result of two years’ work carried out in the frame of the WiM Association strategy for 2020-2025 which aims atempowering wine professionals around the world about responsible and moderate consumption patterns.

« We believe that 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 due to abusive and hazardous drinking” – said Sandro Sartor, President of Wine in Moderation. “The education and training of professionals is therefore key to empower them with the necessary knowledge and tools to talk about responsible consumption patterns and encourage moderate consumption habits»

The Spanish Wine Federation signed a partnership agreement with “Hospitality of Spain”, the Spanish hotel and catering association in the frame of the first ever celebration of the WiM Day. Hostelería de España has committed to include in the training offer to its members the specific course on ‘Consumption and responsible service of wine’ developed by Wine in Moderation.

Vin et Société : Tools to support and train professionals and future professionals.
Because wine professionals are the first ambassadors of responsible consumption vis-à-vis the consumers, several tools have been created to support and train them. An educational support, intended for all people who serve wine, and entitled “Welcome to the world of wine tasting”, highlights ten tips on key responsible actions and attitudes (“lead by example”, “water, more water” or even “to spit is to enjoy”). Training is also offered to future wine professionals.

Ruffino organises trainings in HORECA schools during an entire week
With the goal of making the Wine in Moderation message its own, Ruffino developed a number of actions within the company in 2023, including empowering and educating employees -specifically those in contact with customers- and visitors. In the occasion of the first ever Wine in Moderation Day, a nutritional biologist joined Ruffino to make a presentation on the moderate and responsible consumption of wine in front of younger individuals in four schools in the Tuscan area, including two professional hospitality schools, involving around 250 students. The feedback was very positive with participants showing an important awareness of the distinction between moderate consumption and abusive use of wine.

Positive balance of the FIVIN training plan on moderate wine consumption for future professionals in catering and gastronomy
In 2023, the Foundation for Wine and Nutrition Research (FIVIN), in collaboration with the Spanish Interprofessional Wine Organisation (OIVE), carried out a series of training courses in catering, gastronomy, sommelier, and tourism academic centres to present the latest scientific evidence related to moderate wine consumption, but also the social and health risks of excessive consumption and the responsible service of wine to future wine professionals. In total, 15 training sessions were conducted in 2023 reaching more than 400 students in education centres

Federvini promotes responsible wine consumption among university students with ‘No Binge’ communication competition
Federvini organised a competition called "No Binge - Communicating responsible consumption" to encourage the responsible consumption of alcoholic beverages. Convinced that educating consumers is crucial to prevent alcohol abuse, Federvini decided to involve students, inviting them to think about the type of communication campaign they would put together to pass this important message.
The « No Binge - Communicating responsible consumption » project was organised in Rome, where students from the master’s degree in “Organisation and Marketing” at La Sapienza University were tasked with developing communication campaigns to prevent alcohol abuse among young people.

Science

2023 was a very important and successful year for the Wine Information Council. Two major projects were undertaken and delivered: a brand-new Wine Information Council website and the organisation of the first ever “Lifestyle, Diet, Wine and Health Congress”.

A new Wine Information Council website

The Wine Information Council (WIC) launched its newly redesigned website, reinforcing its commitment to deliver the latest up-to-date scientific information on wine (in the context of a balanced diet and lifestyle) and health issues. The new website bears a fresh identity, improved navigation, and innovative features, ensuring that visitors can easily access the available information.

Nicolai Worm, Chair of the Wine Information Council, expressed his enthusiasm, stating, « The Wine Information Council was established in 2009 and has since then evolved along the years with the goal to interpret and communicate science. Today, with this brand-new website, I am delighted to continue helping disseminate research on these topics while chairing this prominent group of Scientists whose commitment to providing objective scientific evidence remains strong. »

For more information, visit the brand-new website

“Lifestyle, Diet, Wine and Health” Congress – a first world congress on the topic

For the first time, over 30 international speakers gathered from 19 to 20 October 2023, in Toledo, Spain, to discuss the latest scientific developments on lifestyle, diet, wine, and health. More than 200 experts and stakeholders from all over the world participated for this first edition.

Co-organised by the Wine Information Council and FIVIN under the high patronage of the International Organisation of Vine and Wine, the Lifestyle, Diet, Wine & Health Congress touched upon a great number of important aspects related to lifestyle and health such as cardiovascular health, the health implications of lifestyle choices, dietary patterns, the importance of context and longevity, and concluded with a roundtable discussion on how to translate science to society.

Dr. Nicolai Worm, Chair of the Wine Information Council commented “Presenting the latest data on lifestyle, diet, wine and health was the goal of this congress, the first of its kind and we are proud to say it was a great success”. He continued “We were thrilled to welcome speakers of such high calibre who reconfirmed the validity of the J-curve with regards to the consumption of alcoholic beverages, total mortality, and cardiovascular diseases. The importance of the Mediterranean Diet as the best preventive diet in respect to cardiovascular disease mortality and for total mortality as well as for a greater life expectancy with fewer chronic diseases was highlighted. However, a lot remains to be learned about methodology in the science of nutrition to gather the best possible evidence, something that we should certainly focus on in the years to come.”

Other important known facts were confirmed during the two-days congress. The focus was not only on the importance of the Med Diet, including moderate consumption of wine but also on the overall Mediterranean lifestyle. Drinking and eating pattern, a normal body weight, not smoking, social settings, sleep and physical exercise should all be taken into account when considering health aspects.

“We were able to gather the best researchers of the world on lifestyle, diet, nutrients, and health in a two-days meeting. More than 30 expert researchers from the five continents presented their work. After the pandemic, it is very important to re-start all scientific meetings where all of us may discuss face-to-face the main issues related to lifestyle and health” said Ramon Estruch, President of FIVIN.

A declaration aiming to give voice to the many scientists around the world who research diligently, honestly, and successfully in the disciplines concerning lifestyle and health risks to achieve a balanced view of the scientific evidence was also presented during the congress. Over thirty scientists signed the “Lifestyle Matters” declaration which can also be found online. All scientists who would like to support this declaration are invited to sign.

The congress concluded by underscoring the importance of communicating science in an objective, easy to understand and unbiased manner, giving consumers the possibility to make informed decisions based on the latest scientific evidence.

The second Lifestyle, Diet, Wine, and Health congress will take place in Rome Italy from 26 to 28 March 2025.

For more information, visit the dedicated website

Growth

2023 was yet another year of growth both for the Association, but also for the Wine in Moderation programme around the world.

handshake to represent growth

Growth

  • Gruppo Mezzacorona

    Gruppo Mezzacorona and Wine in Moderation were proud to officially announce their new collaboration in the occasion of Vinitaly, the largest wine fair in Italy. Joining a list of prestigious wine companies as the latest Ambassador Company, marked a significant milestone in the Gruppo Mezzacorona’s commitment to the responsible and moderate consumption of wine.

institute-master-of-wine-logo

Luca Rigotti, President of Gruppo Mezzacorona said

“We are thrilled to partner with Wine in Moderation and become an Ambassador Company for the programme. Our commitment to sustainability and social responsibility extends beyond our vineyards and winemaking practices. We are dedicated to promoting responsible wine consumption and educating our consumers on the importance of moderation.

institute-master-of-wine-logo

Julian Gore-Booth, Executive Director of the Institute of Masters of Wine, commented

“The IMW is proud to partner with the WiM Association and we look forward to working together on our commitment to raising knowledge on wine, responsible drinking and healthy lifestyles.”

In the frame of our new membership scheme, we also took the opportunity to reconnect with our partners and were thrilled to renew our partnership with FIVS, reinforcing the wine sector’s global commitment to discourage the harmful use of alcoholic beverages.

In parallel, the programme consistently continued to attract new supporters across the wine value chain, including wine producers, wine writers, and wine shop managers. These supporters, spread out on a global scale, play a crucial role in disseminating the message of moderation and imparting knowledge to fellow professionals and consumers alike. As the programme expands, our dedication to fostering a sustainable wine culture only strengthens.

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