Wine in Moderation: More relevant than ever
10 years ago, the world was a different place and the term “Moderation” was neither exciting nor in our day to day vocabulary. Since then the world has changed significantly. More and more people care about their health, the sustainability of the environment and of their communities, creating a wave of belief-driven consumers who want to make responsible and impactful choices.
During the last 10 years and thanks to the hard work of many, “Wine in Moderation” has also greatly evolved, from a vision of few to an international and credible social responsibility reference for the wine business.
With the participation of 17 countries from South America and Europe and the actions of national wine associations, wineries, leading wine brands; with the support of universities, scientists and consumer wine clubs, the “Wine in Moderation” programme is more relevant and powerful than ever and is shaping a modern and sustainable culture of wine.
We care about the people who drink and produce wine, the wine regions and the wine heritage. We believe that the conscious enjoyment of wine contributes to the well-being of our societies and future generations. And we want to instil a sustainable culture of wine and enable people to responsibly offer, consciously choose and fully enjoy wine. A conscious enjoyment where people who choose to drink, respect wine as a product of culture and enjoy it as part of a balanced lifestyle.
Therefore, we will continue to work hard to be the social responsibility programme of the wine sector, providing wine professionals with the information and tools to responsibly present wine, and inspiring consumers to fully enjoy wine and its culture in a healthy, positive and convivial way. With sound scientific evidence and through responsible service trainings we will raise their knowledge and skills to help them talk knowledgably about the risks of alcohol abuse and the benefits of moderate consumption. We will also support those who care and want to make a difference with innovative tools, examples of good practices and opportunities to take tangible and relevant actions to help their customers make informed decisions, share and enjoy wine in a caring and sustainable way.
We will seize the opportunities created by wine tourism to co-create responsible wine experiences and help both wine tourists enjoy responsibly and the wine regions’ communities to capture value from the raising flows of wine tourism.
We will create opportunities to celebrate a global movement of responsible wine professionals and conscious wine consumers; creating Wine in Moderation International moments to share a sustainable culture of wine.
Together we can safeguard and pass a heritage of millennia to future generations and instil a modern culture of wine that inspires well-being and supports the sustainability of rural areas as well as a unique “savoir-faire”.
Together we can pass wine, in a caring and sustainable way, to the next generations and the many more to come.
Director, WiM Association