Wine in Moderation - the roots
A single global message to reduce harm and inspire moderation in the approach to drinking wine.

Tailored by each culture and community where it is introduced to be most relevant.

A program launched in 2008 by the European Wine sector to demonstrate social responsibility and managed by the WiM Association.
Our vision
A sustainable culture of wine.

Our purpose
Caring about wine consumers and promoting the sustainable culture of wine.

Our mission

Be the social responsibility program 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.

Our ambition
Become a movement, imparting an active respect for wine as a product of culture among people who choose to drink, creating the ability to enjoy it as part of a balanced lifestyle.
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Wine in Moderation Commitment
European Commission

In the framework of the EU Public Health policy and for the first time ever, the European Commission adopted in October 2006 a specific EU Strategy to Support Member States in reducing alcohol-related harm.

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Growing Social Responsibility Movement

When the Wine in Moderation Programme was launched in 2008, it was a big step for the wine sector. For the first time, all relevant actors within the European wine industry had come together to develop a comprehensive programme to promote responsibility and moderation in wine consumption.

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