Launched in June 2012, the objective of this pilot project is to evaluate the impact of the voluntary labelling of the Wine in Moderation WIM logo and website address on raising consumer awareness & significance on the WIM message and creating a link with a comprehensive source of information on Wine, Health and Social Aspects, thus the WIM website.
The Ambassador Companies will convey the message of moderation where the consumers are by making the WIM logo visible in bar, restaurants and retail outlets. The assessment will be conducted by the third body, Wine Intelligence, and will take place from June 2012 to March 2014. The survey will take place in 3 countries (Spain, Belgium, and Sweden) out of the 26 countries in Europe where products with the WIM logo/web-address have been placed and will be conducted in 2 waves, with the participation of 3,000 respondents/per wave. It will measure overall WIM awareness and consumer knowledge of moderate and responsible drinking. To complement the survey, an on-line poll has also been created to identify and measure WIM website traffic sources, such as the labels.