Culture

WiM DAY

Wine in Moderation Day was established in 2023. Moderate, responsible drinking is something we care about every single day of the year.

But this day is different. It's when our members, partners and supporters around the world step forward together — through tastings, training, conferences, classes and campaigns of their own — to put moderation in the spotlight, and make sure the world takes notice.

The Wine in Moderation Day is organised around the global campaign:

“The greatest wine? The one that you’ll remember.”

Wine culture means, above all, knowing how to say no to excess: knowing how to make an occasion memorable, and how to bring out the value of the experience and of the wine in the glass.

The point has never been about which wine is your favourite. A wine changes with the food, the hour, the place, the glass and the company — it’s an experience before it’s a product. So, we ask a different question: which wines do you remember? Have favourite moments and let the wine be part of what makes them unforgettable.

For 2026, the fourth edition, the campaign puts that idea into a single photograph. In every image the scene is sharp from corner to corner: the table, the food, the water, the hands, exactly as they were. In the foreground, someone holds an instant photograph of that same scene — and the print has not come out. Nothing else changes. The occasion is intact; only the copy of it is damaged.

That's the idea: past a certain point, it isn't the evening that suffers first — it's the memory of it. The evening still happens. It simply never gets fully written down. That is the whole campaign. It doesn't ask you to do anything — only to look closely and remember.

Let the moment last.

  • 1. What is the Wine in Moderation Day?

    The Wine in Moderation Day is a global campaign organised by the WiM Association to raise awareness about the responsible consumption of wine across multiple touchpoints and multiple audiences. It is built around a global campaign “The greatest wine? The one that you’ll remember.”

  • 2. What is the goal of the Wine in Moderation Day?

    The campaign aims to highlight the importance of engaging the consumers about the culture, the history of wine and the “Choose, Share, Care” message and, in-turn, encourage and empower consumers to make responsible choices and enjoy wine in moderation.

    By participating in the Wine in Moderation Day, you also become part of a larger Wine in Moderation movement that aims to encourage a sustainable culture of wine. Interested in becoming an active part of the Wine in Moderation movement? More information here.

  • 3. How can I celebrate the Wine in Moderation Day?

    The week/day consists of a range of PR and communication activities organised a central level underpinned by a series of events organised at national level by our National Coordinators and Supporters with the active participation of producers and other professionals.

    Help us amplify the campaign:

    • Online: Share your views on social media using the #WineinModerationDay hashtag and follow @WineinModeration on Instagram and LinkedIn. Post the occasion you actually remember — with or without a glass in it — using #TheOneIRemember alongside #WineInModerationDay. 
      Already a WiM Supporter? Login to your Wine in Moderation account and download the Wine in Moderation Day Package available in the participating languages (English, Italian, Spanish & Portuguese). Download and share Wine in Moderation Day content and explain the importance of appreciating wine in moderation and responsibly.
    • Offline: Talk about the Wine in Moderation Day with your customers, colleagues, and friends.
    • Get in touch with your National Coordinator: contact your national coordinator participating and discover what will be organised at national level. Take part in the event or check what you can do.

  • 4. Is there a document summarising the activities I can take during the WiM Day ?

    Yes, you can actually download the whole WiM Day package on your intranet account. The latter will include the following information:

    • An introductory presentation explaining the campaign.
    • The campaign posters, in A2, A3 and A6.
    • The social media campaign, with a calendar and captions ready to publish.
    • Editable files, with space reserved for co-branding and with all text kept separate for translation.
    • A document listing the activities you can organise on the day, or during the week leading up to it.

  • 5. How can I take part in the WiM Day ?

    The only thing you need to do to take part in the WiM Day is to be a WiM Supporter. This is free of charge. If you are not a WiM Supporter yet and you would like to take part in the WiM Day but also get access to all the other information and materials that Wine in Moderation put at your disposal, register here.

  • 6. Can I add my logo on the campaign?

    Yes. If you would like to show your company’s support, you are welcome to add your trademark to the campaign visuals, next to the Wine in Moderation logo, for perfect co-branding. The files have that space reserved and left empty, so no element needs to be moved or covered.

  • 7. When is the Wine in Moderation Day ?

    The Wine in Moderation Day will take place on 8 November every year, but actions can be organised during the whole week. You can download our package where we also provide more inspiration on the type of activities to organise.

  • 8. In which languages is the campaign available?

    So far, the Wine in Moderation Day campaign is available in English, Spanish, Italian, Portuguese, German and Czech.

  • 9. Why does the campaign talk about memory?

    Because memory is what people already value about wine: the occasion, the table, the company — and the wish to remember it. Past a certain point, an experience isn't lost all at once; it's simply never fully recorded in the first place. Moderation, in this campaign, isn't a limit placed on enjoyment. It's the condition for keeping it.