Choose and share, for a caring culture of wine

We are bringing the message closer to professionals and consumers, making it more relevant, encouraging moderation and well-being, while supporting the sustainability of rural viticultural areas

An exciting evolution marking a new beginning for Wine in Moderation.

President of the WiM Association, George Sandeman, was quoted, on the launch of the new strategy accompanied by a new visual identity, for both corporate and campaign visuals in support of the Wine in Moderation movement.

Fruit of 10 years implication in becoming the social responsibility standard for the wine sector , Wine in Moderation has evolved from the vision of a few to a credible reference when in comes to promoting and engaging professionals for increased awareness around the benefits of moderate consumption and risks associated with alcohol related harm.

The updated Brand Strategy comes to life through the new tagline “CHOOSE I SHARE I CARE”, a new modern visual identity and colourful icons which communicate the wine sector’s commitment to a sustainable culture of wine.

This support will allow wineries to seize opportunities created by wine tourism, by co-creating responsible wine experiences to help wine tourists enjoy responsibly, and wine communities to capture value from the rising flows of wine tourism. The WiM Association will continue to work with professionals who want to make a difference using innovative tools, sharing good practices and opportunities to take tangible and relevant actions to help their customers make informed decisions.


Wine in Moderation

Wine in Moderation is the programme created by the wine sector to inspire an active respect for wine as a product of culture among people who choose to drink, thereby contributing to healthy lifestyles and the reduction of alcohol related harm. The programme builds on scientific evidence, education and self-regulation to organise and empower wine professionals with the information and tools to responsibly present wine, raising awareness and knowledge about responsible drinking patterns and moderate wine consumption and inspiring consumers to enjoy wine and its culture in a healthy, positive and convivial way.

Centrally coordinated, Wine in Moderation is implemented nationally respecting local cultural diversity.

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