Adapting and implementing the Wine in Moderation-Art de Vivre programme in Argentina

Abstract

The Wine in Moderation-Art de Vivre (WIM) programme was officially launched in 2008 as the wine sector's contribution to the EU Alcohol & Health Forum, within the framework of the EU strategy to support Member States in reducing alcohol-related harm. Building on the values of the “wine culture” and founded on information backed by science, broad education & self-regulation, WIM aims at promoting moderate and responsible behavior in the consumption of wine as a social and cultural norm. Considering the global and national trends in the wine market, the drinking patterns and the alcohol & health policy, Bodegas de Argentina (BAAC) decided to mobilize concrete actions to contribute to the reduction of alcohol related harm, by adapting and implementing the WIM programme in Argentina. BAAC decided to engage the whole national wine value chain in the WIM programme and empower them with necessary knowledge and tools to properly implement it and disseminate the WIM message. The first step was to adapt the WIM programme and message to the cultural and linguistic context respecting the programme's common approach and creating an action plan with 2 main phases. With the Argentinean wine value chain participating in WIM and having the proper skills to do, the challenge now lies in reaching consumer. The successful implementation in Argentina has set a milestone in WIM's international development.