Wim - In moderation

Ahead in support of an ever-growing movement

WINE IN MODERATION launches new effort to co-create and inspire a sustainable culture of wine

Ahead in support of an ever-growing movementPress Release – Brussels, 05 November 2019: “CHOOSE | SHARE | CARE”, the new message of Wine in Moderation with a newly and inspiring visual identity.

The new Brand Strategy, message and visual identity are a result of a year-long reflection at the conclusion of the Wine in Moderation´s 10th year in existence.  Committed to furthering scientific evidence and responsible service training for professionals, the WiM association and partners provide knowledge, skills and tools, to help with the understanding of the benefits of moderate consumption and risks associated with alcohol related harm.

“This exciting evolution marks a new beginning for Wine in Moderation” said George Sandeman, President of the WiM Association. We have brought the message closer to professionals and consumers, making it more relevant, encouraging moderation and well-being, while supporting the sustainability of rural viticultural areas.

This support will allow wineries to seize opportunities created by wine tourism, by co-creating responsible wine experiences to help wine tourists enjoy responsibly, and wine communities to capture value from the rising flows of wine tourism. The WiM Association will continue to work with professionals who want to make a difference using innovative tools, sharing good practices and opportunities to take tangible and relevant actions to help their customers make informed decisions.

The updated Brand Strategy comes to life through the new tagline “CHOOSE I SHARE I CARE”, a new modern visual identity and colourful icons which communicate the wine sector’s commitment to a sustainable culture of wine.

During the last 10 years and the hard work of many, Wine in Moderation has evolved from the vision of a few to a credible international social responsibility standard for the wine sector.

“This is an important step to support an ever-growing movement” says Stylianos Filopoulos, Director of WiM Association. “We are delighted that the new Branding is the result of a series of innovative events, where members, partners and key experts came together to co-create the future of Wine in Moderation.”

Accountability has been at the heart of the Wine in Moderation Programme since the very beginning, and in the new strategy clear targets are established to measure the number of entities joining the Wine in Moderation movement and the number of professionals trained. These new performance indicators will be in line with the United Nation’s Sustainable Development Goals and will contribute to the sustainable development of wine and of our communities.

About Us

Wine in Moderation

Wine in Moderation is the programme created by the wine sector to inspire an active respect for wine as a product of culture among people who choose to drink, thereby contributing to healthy lifestyles and the reduction of alcohol related harm. The programme builds on scientific evidence, education and self-regulation to organise and empower wine professionals with the information and tools to responsibly present wine, raising awareness and knowledge about responsible drinking patterns and moderate wine consumption and inspiring consumers to enjoy wine and its culture in a healthy, positive and convivial way.

Centrally coordinated, Wine in Moderation is implemented nationally respecting local cultural diversity.

WiM Association

Wim AssociationThe WiM Association is the international not for profit association founded by wine sector associations and leading wine companies to centrally coordinate the Wine in Moderation programme and expand its reach and impact throughout the world.



WiM National Coordinator Cyprus

Ahead in support of an ever-growing movement

Supports the planning, coordination, implementation and accountability of the programme in Cyprus