"Wine in Moderation-Art de Vivre" programme put together the entire EU Wine sector stakeholders at EU level, with their national constituencies, to progressively implement in cooperation with national authorities and other stakeholders, a comprehensive and consistent set of concrete and measurable science based information, broad based education and sector self-regulation actions which are relevant to the general aim of the EU Alcohol and Health Forum, notably in the following areas:
- "information and education programmes on the effect of harmful drinking and on responsible patterns of consumption";
- "actions to better enforce age limits for selling and serving alcohol";
- "cooperation to promote responsibility in commercial communications and prevent irresponsible commercial communication and sales".
The Programme provides basic concepts and tools, which are made available on our website www.wineinmoderation.eu to the whole wine filière and its partners in the wine value chain, with a view to make its implementation easier at national and local level, whether by using the communication messages, documents and materials such as proposed on the website, or by adapting them to the existing activities and stakeholders of each country.
Yet, this programme and its different components representing the formal commitment for action from the European wine sector vis-à-vis the EU "Alcohol and Health” Forum, it is essential to be able to track and report on all the activities implemented in each country as well as at EU level in relation with the programme, and to measure the progress in the effective implementation of the Programme compared to the objectives and key performance indicators set, taking into account the guidelines for monitoring proposed in the Charter of the Alcohol and Health Forum.
see Monitoring Commitments
Charter of the Alcohol and Health Forum
To facilitate this task, we have made available to our members in charge of monitoring the implementation of the “Wine in Moderation” Programme in the main ambassador countries, the following tools:
1. A User’s Guide indicating in a simple way
- How to explain and implement the program,
- How to raise public awareness of the benefits of moderate and responsible patterns of wine consumption and risks of misuse
- How to mobilise wine professionals and relevant stakeholders
2. A WIM Implementing Guide for Companies and Organizations providing a practical guide and checklist, based on experience gained during the practical implementation of the program, that can be used by any enterprise or organization which adheres to the “Wine in Moderation” program.
WIM Implementing Guide for Companies and Organizations
3. Training Sessions aimed at those in charge of the implementation of the Programme at national level (but open to any member of the wine filière and partners of our “Wine in Moderation” network). It looks at periodically providing our partners with recommendations on how to implement and use the various tools of the Programme, as well as to exchanging information on best practices so as to allow our partners to learn from each other’s ideas and experiences.
4. A Monitoring frame-questionnaire aimed at periodically tracking the activities already implemented, as well as the activities planned for the future, in each country as well as at EU level.
The active participation of the whole implementing network in this monitoring exercise is essential to show how our commitments are being accomplished and to periodically inform the EU Alcohol & Health Forum about the progress in implementing our Programme.
The Implementation of the “Wine in Moderation, Art de Vivre” programme.
Intermediate Implementation report to the EU Alcohol and Health Forum.
The programme "Wine in Moderation" programme is an unprecedented surge of commitment in the history of the European wine filière.
The attempt to, first, mobilise an extremely atomised sector to engage in the implementation of the programme at national and local level, and then trying to track the details of the various commitment activities deployed on the ground, poses an unprecedented technical, functional and economic challenge for the wine professional organisations.
But here we are!
Building on the common understanding which constitutes the foundation of the "Wine in Moderation - Art de Vivre" programme, it has been able to mobilise a critical mass of the key leading organisations at EU, national and even local level in the extremely atomized combined EU Wine sector and engage them into its effective implementation.
The Wine in Moderation, Art de Vivre - Common Message
Based on the feedback received from the contact points in charge of coordinating and monitoring the implementation of the Programme at national level, a first Intermediate Report (January 2008 - March 2009) on the implementation of the Programme has been submitted on the 1st of April 2009 to the EU Alcohol & Health Forum.
Summary description of the implementation.
- While the Commitment has a pan-European vocation, we committed to start by engaging the implementation of commitment activities in at least 6 Member States (France, Germany, Italy, Portugal, United Kingdom, Spain). Today we can however report commitment implementation activities in at least 9 Member States (the abovementioned plus Greece, Cyprus and Austria).
- The priorities, range, intensity and modalities of the deployment of the various commitment activities vary from one Member State to another, depending on the local contexts, structures and resources. While in some MS some activities are implemented by using basically the central messages and tools such as proposed in www.wineinmoderation.eu, in other MS they have been adapted to the specific context, activities and stakeholders in each country. All in all, most of the commitment activities in the programme have been activated and started to be implemented in most of the countries in the reporting period.
Highlights of commitment activities (non exhaustive)
- All the basic tools for the various commitment activities in the Wine in "Moderation-Art de Vivre" programme have been funded, created and made available in 6 EU languages to the whole Wine sector, its partners in the wine value chain, other stakeholders, authorities and broader audiences at international, EU, national and local level: www.wineinmoderation.eu.
- The broad dissemination of the common "moderation message" across the board by the co-owners and their associated members at national and local level has reached in practice all the key associations of the sector professionals and their constituencies in the each country were commitment activities have been engaged. This mobilisation has been facilitated not only by the website tools, but also by a systematic awareness raising efforts on the ground through a myriad of presentations, meetings and events organized by the co-owners, the associated partners and, most importantly, the key contact point organizations in the various Member States responsible for coordinating the implementation in their respective country.
- The implementation of the "Art de Vivre" education has initially targeted as a priority the training of professionals in the wine sector and partners in the wine value chain as prescriptors and multiplicators of the "Wine in Moderation" information vis-a-vis the public. A number of valuable initiatives implementing this tool targeted either to wine companies staff or to professional schools have been launched in some countries (for instance in Portugal and Germany).
- The Wine Communication Standards (WCS) do not seek to replace relevant national rules or codes of conduct. It looks at building on existing self-regulation schemes and to expand the self-regulation commitments where they did not exist, and to do so along the lines of the best practice elements identified in the Round Table on Advertising Self-Regulation. During the reporting period the efforts have primarily focused on training the wine professionals on the WCS goals, requirements and implications an guiding the national federations on appropriate practical steps to facilitate the implementation of the WCS at local level. A number of concrete progresses have been achieved. For instance the national Spanish Wine Association (www.fev.es) has adopted a new Wine Advertising Self-Regulation code, implementing the WCS in Spain. The Spanish SRO member of EASA (Autocontrol) is responsible for monitoring its compliance. National self-regulation codes for Wines adapting the WCS to the varying national contexts are planned in Cyprus, Portugal and France.
- The Wine Information Council (WIC) project has facilitated a better dialogue and cooperation between existing national Wine & Health and Social Aspects Organisations in Europe.It gives access to relevant scientific information on Wine & Health & Social Aspects in one central database portal, available to any stakeholder. Finally if the monitoring and reporting excercise is a pre-requisite to facilitate the exchange of experiences in promoting moderation and responsibility in wine consumption across the EU, this objective is likely to be boosted without delay thanks to the WIC website tool.
- Deployment of Art de Vivre education tool to professional target groups, (trainees of the wine sector, sommeliers, etc) by The WeinAkademie partnered by the whole German wine sector.
- Leading the managing of the project Wine information Council.
- A WIM national Advisory Interdisciplinary Scientific Committee which will advice and monitor the development and implementation of the WIM program in Greece.
Input indicators (resources allocated to the commitment).
In the submission of our commitment we initially estimated a global cost of € 450 000.00 by the end of the Commitment period (31.12 10) for the development of the central tools and the implementation efforts by the members at national level.
Actually the investment up to date (March 09) totalled a global amount estimated at € 714 983.00:
- € 258 801.00 by the owner organisations.
- € 456 182.00 by the national professions and partners
Output indicators: what has been achieved with the resources allocated to the commitment.
Dissemination of the common "moderation message" across the board
- The WIM message and the WCS have been available to all "national" associations across the EU, through the website;
- In addition, ad hoc presentations have been provided to 59% of the total number of national associations identified in the countries where commitment activities have been engaged (100% in France, Italy, Greece, Cyprus, Germany).
- 100% of "national" member associations of the co-owners and associated partner (CEEV, COPACOGECA and CEVI) have been reached in at least 17 MS.
Art de Vivre education
- Around 134 presentations of the "WIM" programme, with "Art de Vivre" presentations addressed in around 34 of them.
Wine Communication Standards
- Adoption of the WCS by national Wine Sector organisations was achieved in 2 cases (E-FEV,P-AEVP) including compliance monitoring in cooperation with national SROs in1 member states (E). Equivalent self-regulatory standards apply to wine sector companies in at least: UK, D, NL, B.
- 100% of the CEEV and CEVI communication material includes the WIM logo/tagline or similar. Around 40% of the national association members of CEEV have incorporated them in their websites / corporate communication. The Spanish and Portuguese wine companies member of the FEV or AEVP are including them in 2009 as part of the implementation of the WCS in their countries.
Wine Information Council.
- WIC links and information will be available to all association members and other stakeholders by the end of April 2009
- Most of the relevant national Wine & Health-Social Aspects Organizations in the engaged MS are involved in WIC, or have created a national network to get involved in the WIC (Greece, Italy).
- One Annual WIC Seminar per year is being assured.