Two years of WIM in Argentina

Last 17 November, Bodegas de Argentina presented “Wine in Moderation: Two years after & Next Steps” at Casa Nieto Senetiner. The main objective of the summit was to share with different companies, press, wineries and government authorities the main actions that were carried out during these last two “WIM” years and the next steps for the WIM programme in Argentina, to continue building and enhancing the wine as a culinary, cultural and social experience.

With the objective to teach consumers the negative implications of excessive drinking, Bodegas de Argentina has been very active in developing partnerships (events, Universities, etc.), developing communication material and getting the WIM message of moderation and responsibility to consumers.

Actions that have been successfully implemented these last two years:

Bodegas de Argentina has participated at over 30 exhibitions of wine & gastronomy, such as: Wines & Wineries Chewing River Wines, Wine Revolution, Wine height, etc.

• A Facebook fan page "Wine in Moderation Argentina" was launched in April 2015 with the aim of raising awareness on the moderate and responsible consumption of wine. Since then, an active community of 2569 enthusiastic wine consumers was brought together to spread the message of Wine in Moderation.
• Several Partnership Agreements were signed: University of Cuyo Maza University, Baco Club, INCAA (Cinema National Institute), INV (Viticulture National Institute), San Juan Government, Frozen Bag and with Villavicencio (water brand – group Danone) – bringing water in all events organized by BdA pointing out the recommendation to always accompany your glass of wine with a glass of water.
• Weekly tastings were organized during October & November 2015 for 100 students at the University of Cuyo Mendoza, information about moderate and responsible consumption was also at the centre of these tastings.

Future plans include among others: a cooperation agreement between Bodegas de Argentina and the National Institute of Cinema and audiovisual Arts (INCAA) that was signed at the end of 2015 with the aim to broadcast an institutional video of Wine in Moderation before each movie shown in all INCAA cinemas in the country.

During the meeting, President of Bodegas de Argentina, Walter Bressia said: "We are excited and proud of all the accomplishments we have achieved in these two years and that motivates us to continue working in the programme and to strengthen the commitment with the different stakeholders involved in promoting responsible wine consumption in Argentina".[1]

Argentina was the first country to implement the WIM programme outside the EU region and quickly became one of the WIM good practices examples.