Culture
- Culture of wine
  
  Culture of wine
  
  Wine has evolved as part of life, culture, and diet since ancient times. A cultural symbol, the role of wine has transformed over time, moving from an important source of nutrition to a cultural complement to food and conviviality. The art of viticulture and winemaking has also evolved; with some wine regions even being recognised by UNESCO as World Heritage.
- History and tradition
  
  History & tradition
  
  The culture of wine in Europe predates the Romans: in ancient Greece, wine was praised by poets, historians, and artists. Dionysus, the Greek god of wine, represented not only the intoxicating power of wine when abused, but also its social and beneficial influences.
- How to taste wine
  
  How to taste wine
  
  A greater understanding of wine can and will enhance your enjoyment of the product. The essence of wine lies predominantly in its colour, aroma, and flavour. It is the diversity of these attributes that has fascinated wine consumers for centuries, while winemakers continually seek new - and rediscover old - techniques to enhance varietal characters.
- Plan your visit
  
  Plan your visit
  
  Wine and culinary experiences have become a driver of destination choice for an increasing number of leisure travellers.
  The popularity of oenotourism has indeed seen a continuous growth over the years and will continue to do so as experts believe that it is operating at only 20% of its potential and could easily double in the near future.
- Wim day
  
  Wim Day
  
  The Wine in Moderation Day was established for the first time in 2023. With this day we aim to educate and empower consumers to enjoy wine responsibly and in moderation and by sharing the culture of wine.
  
  To mark this special day, we invite our members and partners around the world to organise a specific day fully dedicated to talking and elaborating on the importance of moderation in our every day lives.
Moderation
- What is moderation
  
  What is moderation?
  
  Enjoy the best wine has to offer, and discover our guidelines for a low-risk consumption of wine.
- Wine & health
  
  Wine & health
  
  The way you drink matters It is recommended to follow a moderate and responsible drinking pattern: enjoy wine with the meals, alternate with water, and always avoid binge drinking. Consuming moderate amounts of wine regularly with a meal has been associated with several health benefits, especially if the meals are inspired by the Mediterranean diet. When drinking a glass of wine, the amount you drink is not the only important factor, how you consume it will also matter: this is known as your “drinking pattern”.
- Wine & diet
  
  Wine & diet
  
  Wine has always been an important part of diet, gastronomy and conviviality and has been changing from an important source of nutrition to a cultural complement to food over the years.
- Wine & Calories
  
  Wine & calories
  
  A balanced diet is the key element for a healthy lifestyle, and calories are not the only thing that should be considered, the diet should be seen as a whole.
  Moderation when consuming food and beverages is recommended, however, you might be wondering about your daily calorie intake and the number of calories that are found in wine.
  
  Calories vary from wine to wine, and the exact number of calories will depend both on the alcohol and the sugar content of the wine you have chosen.
- When not to drink
  
  When not to drink
  
  Learn more on who and when drinking should be avoided.
- Drinking & Driving
  
  Drinking & driving
  
  As with any other alcoholic beverage, the consumption of wine affects the capacity to perform certain activities, such as driving. The alcohol impacts one’s ability to drive, it affects the psychomotor functions of the driver, their vision as well as their behaviour and attitudes.
- Pregnancy
  
  Pregnancy
  
  The internet probably gives different answers and some of your friends might even have indulged in a glass or two when they were expecting, but what are the real dangers linked to consuming alcoholic beverages during the pregnancy?
- Under-legal age individuals/adolescents
  
  Under-legal age individuals/adolescents
  
  Underage individuals should not drink.
  
  Since adolescents are still in a phase of physical development, their tolerance to alcohol is not fully developed as it is the case for adults.
  
  Young people are therefore at particular risk from alcohol consumption because it interferes with their growth, brain development (drinking, at any time before the brain development is complete, may later adversely affect brain function), nutritional status, and personality development.
- Faq
  
  Faq
  
  Faq
Our community
Professionals
- Why join Wine in Moderation?
  
  Why join Wine in Moderation?
  
  Whether you are a small or big winery, whether you are a wine professional working in marketing, wine tourism, or the United Nation’s Sustainable Development Goals, the Wine in Moderation programme is for you!
- Get involved
  
  Get involved
  
  Discover how you can get involved with Wine in Moderation !
- Take action
  
  Take action
  
  As part of Wine in Moderation, you can develop small or large-scale activities depending on your scope and resources, the structure, and the needs of your national market, etc.
  
  These activities can vary from education to communication and target both professionals and consumers about the inherited values of wine culture, as well as the social and health risks related to the excessive consumption of alcoholic beverages.
  
  Learn more by visiting our dedicated page.
- Register as a Supporter
  
  Register as a Supporter
  
  Register as a Supporter and join our movement for a sustainable culture of wine !
- Training
  
  Get trained in responsible service
  
  The training “Wine for professionals: from responsible service to sustainable consumption” was developed with the purpose of empowering all the wine professionals about the moderate consumption of wine. Be a part of the solution, get trained today on the responsible service of wine !
About WIM
- What is Wine in Moderation ?
  
  What is Wine in Moderation
  
  Wine in moderation is for all wine producers and wine professionals who want to responsibly present, sell and serve wine!
- Our History
  
  Our history
  
  Since its creation in 2008, Wine in Moderation has continued to evolve over the years.
  Discover our history.
- Our Values & Principles
  
  Our values & principles
  
  What are the values and principles that guide Wine in Moderation?
- Social Sustainability
  
  Social sustainability
  
  Social sustainability is at the heart of Wine in Moderation, what guides us on a daily basis?
- How it works?
  
  How it works
  
  Discover how Wine in Moderation works.
- Our team
  
  Our team
  
  Get to know our team and our Board of Administration.
- Our reports
  
  Our reports
  
  Accountability has been at the heart of the Wine in Moderation Programme since the very beginning, to present in a tangible and measurable way our contribution to encourage responsible and moderate drinking patterns and reduce the misuse and abuse of alcohol. The performance of the programme is based on Key Performance Indicators (KPIs) to measure the investment (input) and the results (output) and are assessed with the support of all our national contact points.
  Take a look at our Implementation Reports.

Wine in Moderation News

News from the Association

15.04.2026

Wine in Moderation at Vinitaly 2026: our presence at the trade fair for the commitment to a sustainable wine culture

For the fourth consecutive year, Wine in Moderation proudly participated in Vinitaly 2026, reaffirming its role as a key actor for a sustainable culture of wine. The presence of Wine in Moderation was once again marked by a dedicated stand that attracted significant attention and engagement throughout the fair.

The stand welcomed a good flow of visitors, including both experienced and future professionals who showed strong interest in the programme and its training opportunities. Many visitors not only expressed curiosity about the educational tools available but also recognised the importance and added value of promoting moderation and responsibility within the wine sector.

Beyond the exhibition space, Wine in Moderation was honoured to contribute to several high-level speaking engagements. On Sunday, 12 April, Sandro Sartor, President of Wine in Moderation, joined Luca Giavi, Director of the Consorzio di Tutela della DOC Prosecco, at their stand. Their joint presentation, “A Sustainable Culture of Wine: Moderate Drinking” highlighted the shared commitment to fostering responsible consumption as an integral part of wine culture.

On Monday, 13 April, President Sartor also participated in a prestigious roundtable discussion organised by the Organisation Internationale de la Vigne et du Vin (OIV) and MASAF, held within the Ministerial Pavilion. The session, titled “The Cultural Value of Vine and Wine: A Global Perspective” brought together prominent international stakeholders, including:

Italian Minister for Agriculture, Francesco Lollobrigida
European Comissionner for Agriculture, Christophe Hansen
Director General of the OIV - International Organisation of Vine and Wine, John Barker.

Panelists:

David Songulashvili, Minister of Environmental Protection and Agriculture of Georgia
Dragan Glamočić, Minister of Agriculture of Serbia
Marzia Varvaglione, President of CEEV - Comité Vins
Sandro Sartor, President of Wine in Moderation (WiM) Association

The discussion underscored the importance of preserving wine’s cultural heritage while promoting responsibility and sustainability at a global level.

In addition, Wine in Moderation was invited to share its perspective across a range of complementary initiatives during the fair. At the Sicilian Hall, the programme contributed a few words in the context of a creative project developed under its patronage, where design students imagined a campaign to relaunch a Sardinian wine grape—an inspiring example of how younger generations are engaging with the values of responsible wine communication.

Finally, the programme participated in the presentation of the Consorzio Pinot Grigio delle Venezie, which announced its sponsorship of the Giro d'Italia for the next three years. The initiative will also see the involvement of Wine in Moderation, further reinforcing the integration of responsible consumption messages within major international events.

In parallel, the Wine in Moderation Secretariat organised a series of meetings with potential new members. These exchanges focused on presenting the programme, explaining the process of joining, and inviting stakeholders to become part of a growing international movement dedicated to promoting a sustainable and responsible wine culture.

Participation at Vinitaly 2026 once again demonstrated the strong interest and relevance of Wine in Moderation’s mission. By engaging with professionals, institutions, and future leaders, the programme continues to build momentum and reinforce its commitment to shaping a responsible and sustainable future for the wine sector.