Wine in moderation

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Wine in Moderation Implementation Report 2024

Key achievements in 2024

New
in 2024

In 2024, the Wine in Moderation programme organised a number of new initiatives designed to further its mission of promoting responsible wine consumption. This year marks a significant expansion of our presence at international trade fairs, where we aim to engage with a broader audience and amplify our message of moderation. Complementing this effort is the growth of our educational programme, which now offers enriched resources and training opportunities to empower wine professionals with the knowledge to make informed choices. Moreover, the programme has achieved substantial growth across various levels, reflecting its increasing impact and relevance in fostering a culture of responsibility within the wine sector. Together, these actions underscore our commitment to making moderation not just a message, but a movement embraced globally.

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

After being present in two of the major wine fairs worldwide in 2023: ProWein & Vinitaly, Wine in Moderation made its grand entrance in a new fair in 2024: Wine Paris & Vinexpo Paris, and was also present at the Barcelona Wine Week for a session. Participating in major trade fairs is a great way to connect with wine professionals globally and strengthen their vital role in promoting the moderate and responsible consumption of wine to consumers. In 2024, Wine in Moderation made a significant impact with a strong presence at events across Germany, Italy, Portugal, France, and beyond, actively engaging in numerous fairs and hosting a variety of activities.

  • For the second consecutive year, Wine in Moderation collaborated with the Barcelona Wine Week, one of the most important wine fairs in Spain. After actively including the Wine in Moderation message in all their promotional and communication material in 2023, the Barcelona Wine Week invited Wine in Moderation to participate in a session during the 2024 edition of the fair where the educational material developed by the association was presented.
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  • For the first time, Wine in Moderation was present at the Wine Paris & Vinexpo Paris trade fair which took place in Paris between 12 – 14 February 2024. Wine in Moderation aimed to give the fair’s visitors a responsible wine experience by offering water and hosting a range of activities at the Wine in Moderation stand, including games that inform about responsible drinking patterns and guidelines. It was also the opportunity to sign a partnership agreement with VINEXPOSIUM, one of the leading trade fairs for wine and spirits, with the goal to work together to raise awareness about the importance of moderation. Both parties are committed to making this partnership a long-lasting one and hope to continue working together towards a sustainable future for the wine sector.
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  • At our colourful stand, visitors experienced interactive games designed to promote responsible drinking patterns and guidelines. They also indulged in refreshing aromatised water and were given informative materials but also colourful pins bearing the message: CHOOSE | SHARE | CARE.

    In addition to interactive experiences, we discussed with interested visitors on the latest Wine in Moderation projects and activities and informed them about ways to join the Programme.
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  • During the four days of the trade fair, the Wine in Moderation team welcomed an important number of visitors, informing them about the importance of moderate and responsible drinking. Both professionals and consumers learned more about moderate drinking guidelines, took a break from the warm weather by tasting our fresh aromatised waters, and received some nice materials: leaflets, posters, pens and pins, breathalysers, as well as a copy of our latest annual report. Many visitors also took our new quiz, which included questions ranging from general knowledge of wine to more specific questions about consumption guidelines, calories in wine, and BAC levels. Tote bags with Wine in Moderation materials were handed out to winners and a small consolation prize to those that failed to answer correctly. In both cases, the quiz allowed for very interesting thoughts and discussions.

    Wine in Moderation was also the central theme in an event co-organised by two of the National Coordinators in Italy, Unione Italiana Vini and FEDERVINI. The event took place at the Ministerial space of the fair and included introductory presentations by Wine in Moderation’s President and Secretary General, Sandro Sartor and Nadia Frittella, who gave an overview of the programme. National Coordinators Unione Italiana Vini and FEDERVINI also took the floor to explain to attendees their role in Wine in Moderation and the actions they have taken as part of the programme. Finally, Ruffino and Gruppo Mezzacorona, two important wine producing companies, presented their implementation as Ambassador companies of Wine in Moderation, and explained how they integrated Wine in Moderation into their Corporate Social Responsibility strategies and the actions they have taken in this frame.

    Wine in Moderation became the talk of the town during Vinitaly, appearing in different Italian media; while the fair was also the opportunity to welcome Consorzio di Tutela della Denominazione di Origine Controllata Prosecco as National Coordinator in Italy.
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  • Under the motto "If you drink, don't drive", ACIBEV and ANSR (National Road Safety Authority) allowed wine fairs visitors to test a driving simulation under the influence of alcoholic beverages through a special glass that simulate different BAC levels. Over 273 participants took part in this activity. This initiative is part of ACIBEV's commitment with the Wine in Moderation programme and the National Alcohol and Health Forum and aims to raise awareness among consumers on the importance of moderation and the risks of drinking and driving.
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    Breathalysers at Essência do Vinho 2024 by Sogrape

    As part of the promotion of Wine in Moderation and its commitment to the Alcohol and Health National Forum, Sogrape carried out 1.253 breathalyser tests. Along with the breathalyser tests, over 1.000 brochures were handed out to visitors, containing guidelines for low-risk consumption, units of measurement and the legal Blood Alcohol Concentration (BAC) limits for driving in Portugal. As with any other alcoholic beverage, the consumption of wine affects the capacity to perform certain activities, such as driving, and it is always advised to avoid drinking alcoholic beverages when driving.

Education

There are many effective ways to reach and empower consumers, one of which is through wine professionals who frequently engage directly with their customers in settings such as wine tastings, hospitality, and wine tourism.

In 2024, education initiatives focusing on wine, health, and responsible business practices for these professionals not only persisted but also gained momentum. Building on training projects established in recent years across various countries, members expanded their efforts by forming a wider range of partnerships to engage a broader audience of sector professionals.

Wine in Moderation presented digital Responsible Service training at 45th OIV Congress

Wine in Moderation was present at the 45th World Congress of Vine and Wine in October 2024 in Dijon, France.

During one of the sessions of Commission IV ‘Safety and Health’, Secretary General of WiM Association, Nadia Frittella presented the soon-to-be launched digital version of the Responsible Service training, a complete and comprehensive training tool developed for all professionals working with wine, giving them the necessary knowledge and tools to responsibly present, serve and sell wine.
Over 50 people attended the presentation, and some questions were asked during and after the session, showing the important interest from professionals on this new training tool. 

FIVIN continues holding training sessions about moderate wine consumption

These training sessions, organised in collaboration with the Spanish Wine Interprofessional Organisation, aim to raise awareness about moderate wine consumption as part of a balanced lifestyle, as well as about the risks associated with over-consumption, especially among young people. The sessions are led by members of FIVIN's scientific committee. In 2024, ten training courses were held in the country. Abencio Millán, director of the Escuela de Hostelería de La Rioja, stresses the importance of initiatives such as this: "At our school, we highly value collaboration with entities such as FIVIN, which allow us to train our students in responsible wine consumption. Understanding the benefits of moderate wine consumption as well as the risks of alcohol abuse is essential for our future professionals to advise customers properly and promote a healthy lifestyle."

Growth

In 2024, both the Association and the Wine in Moderation programme experienced yet again significant expansion and progress across the globe.

Growth

Consorzio di Tutela della Denominazione di Origine Controllata Prosecco becomes National Coordinator in Italy

In welcoming Consorzio di Tutela della Denominazione di Origine Controllata Prosecco (Designation of Controlled Origin Prosecco) as a National Coordinator, Wine in Moderation recognises the vital role that the Prosecco appellation plays in the Italian wine sector and in particular in its production area throughout thousands of growers and producers setting a significant example for the entire industry.

Stefano Zanette, President of the Consortium of Prosecco Denominazione di Origine Controllata, said:

“For several years now, the Consortium has been reflecting on its responsibility towards the health of consumers. In the past we have supported and promoted responsible consumption in various ways, but now the time has come to join this great initiative - Wine in Moderation - which fits perfectly with our values and convictions. An unhealthy lifestyle with excessive consumption, today more than ever, is a phenomenon that must be fought, without damaging the social and economic heritage of the wine sector. As National Coordinator, we will pursue many activities focused on conscious consumption to ensure that this message reaches everyone, especially the new generations that we will try to bring closer to the culture of wine.”

Nataliia Burlachenko, Deputy Head of international relations of UKRSADVINPROM, and responsible for the implementation of the Wine in Moderation Programme in Ukraine, also commented:

“At UKRSADVINPROM, we are dedicated to fostering a culture of moderate and responsible drinking across the Ukrainian wine sector. In these difficult times for Ukraine, our mission is to empower wine professionals and consumers alike, promoting not only the appreciation of Ukrainian wines but also the values of sustainability and consciousness in consumption. Together, we are building a responsible, thriving wine culture for the future.”

UKRSADVINPROM brings Wine in Moderation to Ukraine

UKRSADVINPROM joins forces with Wine in Moderation to advocate for responsible and moderate wine consumption in Ukraine and becomes the 15th WiM National Coordinator, establishing the movement in Eastern Europe.

By partnering with Wine in Moderation, UKRSADVINPROM is reaffirming its commitment to promoting moderate and responsible wine consumption and fostering a sustainable wine culture at the national level.

Wine in Moderation keeps growing in Italy: Consorzio Tutela Vini DOC Delle Venezie joins as Partner

As the entity responsible for the protection and international promotion of the PDO Pinot Grigio Delle Venezie wine, Consorzio Tutela Vini DOC Delle Venezie shows the important commitment of the whole Italian wine sector towards moderate and responsible drinking and joins the ever-growing number of Italian actors active within Wine in Moderation. As Partners, they will continue to promote a sustainable culture of wine by providing wine professionals with the information and tools to responsibly present wine, and by inspiring consumers to fully enjoy wine and its culture in a balanced, positive, and convivial way.


We continued reconnecting with our partners and were delighted to renew our collaboration with two important actors in their respective fields and countries.

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    INAVI : Partners since 2018, Wine in Moderation and the National Institute of Viticulture of Uruguay (INAVI) renewed their partnership with the aim to strengthen their cooperation around three areas: communication, education, and wine tourism.

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    FIJEV : Wine in Moderation renewed their long-standing partnership with the International Federation of Wine and Spirit Journalist and Writers and will focus on communication and further collaboration during wine fairs.

At the same time, the programme steadily welcomed new Supporters from across the wine value chain, including wine producers, writers, wine bars, supermarkets, etc. These Supporters from around the world play a vital role in spreading the message of moderation and sharing knowledge with both peers and consumers. As the programme grows, our commitment to encouraging a sustainable wine culture continues to deepen.

Rodolphe Lameyse, CEO of Vinexposium said:

“In these times of economic flux and environmental concerns, the wine and spirits sector is actively evolving. This transformation underscores our commitment to progress and the importance of unity, curiosity, and moderation. Our collaboration with Wine in Moderation, a key player in promoting responsible wine consumption, marks a significant step in this journey. The Vinexposium group is proud to work alongside such an organization, advancing a sustainable wine culture.”

VINEXPOSIUM becomes Wine in Moderation Partner

Wine in Moderation, the international social sustainability programme of the wine sector, and Vinexposium, one of the leading trade fairs for wine and spirits, will work together to raise awareness about the importance of moderation. Both parties are committed to making this partnership a long-lasting one and hope to continue working together towards a sustainable future for the wine sector.

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