Commitment details

Information about the commitment

Submission number 1318952942980-1448
Submission date
  • 18-Oct-2011
Owner of the commitment Comité Européen des Entreprises Vin (CEEV)
Name of the organisation's representative in the forum Lamberto Vallarino Gancia (President)
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment "Wine in Moderation - Art de Vivre" Program
Commitment summary Wine is integral to European life and culture and enjoyed by millions around Europe and the world.
While for the majority of consumers wine products represent a pleasurable beverage enjoyed in moderation and healthy lifestyle compatible, a minority misuse alcoholic beverages in ways that are damaging to themselves and that can harm others around them. To contribute tackling this problem, the European wine sector has developed its pan-European "Wine in Moderation- Art de Vivre" programme (thereafter “WIM”).
The Programme works to promote responsibility and moderation in the consumption as a cultural / social norm, with a view to preventing and reducing alcohol abuse and related harm. Its goal is to mobilize the EU Wine sector to educate young people and adults, helping them to make responsible decisions about drinking, in cooperation with the competent authorities and other stakeholders. At the same time we want to preserve the cultural, environmental and economic place of wine in European society.
The Programme will be implemented by:

a.Disseminating a common "moderation" message using targeted communication materials, including brochures and presentations, for use with people of all ages and for both professionals and consumers

b."Arts de vivre" (life-skills) education programmes targeted at industry and consumers to encourage cultural change and make moderation fashionable

c.A Wine Information Council (WIC), which will share "best-practice" across the EU, made available all relevant scientific information, and stimulate identification of priority areas for additional independent research on health, social and cultural aspects of wine drinking in Europe.

d.Promoting specific "Wine Communication Standards" (WCS) for commercial communications, building on existing national self-regulation codes

The Programme represents the wine sector's contribution and commitment to the EU "Alcohol and Health Forum" as a part of the EU strategy to support Member States in reducing alcohol related harm. The Forum, of which the wine sector is an active participant, aims to provide a common platform for all interested stakeholders at EU level that are willing to step up actions aimed at reducing alcohol related harm.
Link to further information relating to the commitment www.wineinmoderation.eu, www.wineinformationcouncil.eu
Forum members, associated with the commitment
  • Bacardi Martini
  • Moët Hennessy
  • Pernod-Ricard S.A.
Partners, associated to the commitment
  • Euro-toques International (ETI)
  • European Advertising Standards Alliance (EASA)
  • European Container Glass Federation (FEVE) - Friends of Glass
  • International Federation of Wines and Spirits (FIVS)
  • International Wine Clubs Association (IWCA)

Contact Point

Contact name Jose Ramon Fernandez
Organisation CEEV - Comité Européen des Entreprises Vins
Title/Position Secretary General
Address
Avenue des Arts 43
1040 Brussels
Belgium
Tel +32022309970
Fax +32025130218
Email ceev@ceev.be
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Cyprus] Antonis Haggipavlou (SOK)
  • [Germany] Claudia Steinhammer, Ursula Fradera (Deutsche Wine Akademie)
  • [Greece] Maria Triandafyllou (EDOAO)
  • [Spain] Pau Roca (FEV)
  • [France] Marie-Christine Tarby (Vin et Société)
  • [Italy] Ottavio Cagiano (FEDERVINI), Paolo Castelletti (UNIVINI)
  • [Portugal] Isabel Marrana (AEVP)
  • [United Kingdom] John Corbet-Milward (WSTA)

Information about the commitment

Background to the commitment (if any) The WIM programme was officially launched on 18 March, 2008, in the context of the EU Alcohol and Health Forum, and is the European wine sector’s measurable commitment to implement an effective and specific contribution to the reduction of alcohol-related harm, founded on science-based information, broad-based education and sector self-regulation.
As the needs vary from one Member State to the other, the programme has been designed to be adjustable to local needs. The priorities, range, resource-intensiveness and modalities of the implementation of the various activities therefore vary from one Member State to another, depending on the local contexts, structures and resources.
Between 2008 and 2010, "WIM” has been able to mobilise a critical mass of the key leading organisations at EU, national and even local level in the extremely atomised EU Wine sector and engage them into the effective implementation of the various commitment activities (see www.wineinmoderation.eu)
Priority areas
  • Develop information and education programmes on the effect of harmful drinking
  • Develop information and education programmes on responsible patterns of consumption
  • Develop efficient common approaches to provide adequate consumer information
  • Better cooperation / actions on responsible commercial communication and sales
Baseline a) March 2008–April 2009: Planning and designing of tools (training & communication material, presentations, translations, etc) and launch of activities (websites, seminars, self-regulation standards, etc.) at European and national levels. b) April 2009–December 2010: deployment of the planned activities vis-à-vis actors in the wine value chain and broader audiences (see WIM Implementation Report 2008-2010 http://www.wineinmoderation.eu/index.php?option=com_content&view=article&id=25&Itemid=47&lang=en)
Start date Mar-2011
End date Dec-2013
Expected interim date
  • 01-Jun-2012
  • 01-Jun-2013
Final report date
  • 01-Jun-2014
Member states
  • Belgium
  • Cyprus
  • Germany
  • Greece
  • Spain
  • Spain
  • France
  • Italy
  • Portugal
  • United Kingdom
Other concerned countries WIM implementing activities are expected to reach also other EU Member States (At least 3 more) and in 3nd Countries

Commercial communication

Target
  • Staff/Professionals
Tool
  • Training of staff/professionals
  • self-regulation
Description By assuming leadership in communicating moderation and responsibility in wine consumption as a cultural norm, the wine sector will help prevent alcohol abuse/misuse by enabling young people and adults to make enlightened decisions. This will be achieved in national and European level in partnership and cooperation with competent authorities and other stakeholders interested in reducing harmful alcohol-related activities. From the WIM Common Message of moderation, key elements will be extracted, enhanced and employed in a number of communication tools & materials, targeting consumers directly and indirectly. These materials will cover topics like healthy attitudes towards wine, cultural aspects of wine drinking, the risks associated with hazardous and harmful consumption, and the legal environment.

Consumer information

Target
  • No target group specified
Tool
  • Mix of tools/measures
  • Special Events
  • Training of staff/professionals
Description The European Wine Sector has established the EU Wine Communication Standards (WCS) aimed at promoting best practices across the EU whilst taking into account the specific characteristics of the wine sector. It focuses on: -reinforcing the traditions of wine presentation, communication and availability to consumers as a mean to promote moderation and responsibility; -ensuring that commercial communications on wine products do not encourage or condone excessive consumption or misuse of any kind; These standards are established as a set of basic principles which act in tandem with the legislation in force and with the requirements of good business practices and provide guidelines of the application of best practices by national self-regulatory mechanism and company codes. EASA and its network of national SROs is associated to the process and implementation side of the WCS in order to support the EU Wine sector to meet the EASA charter's standards and Roundtable report outcomes.

Counseling

Target
Tool
Description

Education

Target
  • Risk groups in general
  • Staff / professionals/policy makers
Tool
  • Education campaigns
  • Information leaflets
  • presentations
  • web sites
Description Art de Vivre Education Broader Educational activities including collaborations with wine educational establishments to provide WIM – Arte de Vivre educational programs. The "Arts de Vivre" education programme, involves: • Active education of industry and consumers to encourage cultural change in the approach to consuming alcoholic beverages, making moderation fashionable •Presentations and training module for training industry professionals from the various segments of the sector(from producers and winemakers to marketers and salespeople). • Educating consumers who appreciate wine to do so moderately and responsibly, as part of a healthy lifestyle • Familiarising consumers with the risks of abuse and misuse and the benefits of moderate consumption of wine to allow them to make informed and responsible decisions.

Media

Target
  • Professionals, Opinion Leaders, Consumers(25-50)
Tool
  • Web, Social Media tools, Spots, TV, Newspaper, Magazines
Description In the framework of the broader dissemination of the WIM Common message, the media activities will focus on two main axes: - Diffusion of the WIM Common Message key elements and WIM-related activities through references, articles etc in international, European and national wine-related press as well as Lifestyle & News press. Efforts will be made to cover all media formats but focus will be given to Internet and printed media. - Associate key opinion leaders with the WIM program to act as multipliers or ambassadors of the WIM message.

Youth involvment

Target
Tool
Description

Research

Area
  • Alcohol related harm
  • Drinking patterns/consumption
Description Wine Information Council The Wine Information Council (WIC) aims to: -Make available relevant updated science-based information on Wine & Health and Social Aspects and on best practices in promoting moderation and responsibility in wine consumption by consolidating all this information in one central database portal available to any stakeholder and disseminating them through other information tools. -Facilitate a structured dialogue and cooperation between different national Wine & Health and Social Aspects Organizations in Europe. -Identify areas for additional research carried out by independent, credible researchers on health, social and cultural aspects of wine drinking in Europe.

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives
Objective 1: Disseminating a common message about moderation throughout the entire wine sector, using targeted communication materials, including brochures and presentations, for use with people of all ages.

Objective 2: Educating key actors and consumers about responsible drinking, through targeted education programmes, to encourage cultural change and to make moderation fashionable.

Objective 3: Promoting responsible commercial communications, through the adoption of a common code of conduct for commercial communication, building on national self-regulatory codes.

Objective 4: Making relevant updated scientific information available on Wine, Health and social aspects to all, sharing best practice across the EU, and stimulating identification of priority areas for additional independent research on health, social and cultural aspects of wine drinking in Europe.
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) "WIM" put together the 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 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"

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €) 2.000.000 €
Other This involved combined human, material and financial resources allocated to WIM Commitment Related activities from the involved professional associations and their members (companies and other economic operators) in the wine sector and associated partners across the EU.

Information on monitoring

Number of people reached 50.000.0000 people reached in total
Number of people in the target group reached
Number of participants in different activities
Web site visitors 600.000 in the WIM website & 120.000 in national websites
Number of products
Number of pamphlets/adverts
Established number of contacts
Other 1.Dissemination of WIM Common Message
- N° of entities across Europe participating actively in the dissemination of the WIM Common Message (400)
- N° of events organized and/or taken part in by WIM-related associations (70)
- N° of Opinion leaders communicating the WIM message (20)
- N° of references in media (450)

2.Art de Vivre" education
- N° of active "Art de Vivre" educational program providers (9)
- N° of "Art de Vivre" trainings (80)

3.Wine Communication Standard (WCS)
- Adoption of the (WCS) in 75% of national member associations.
- WIM-related logo included in webs and corporate communications by 100% of member associations
- 30.000.000 people exposed to the logo-message in commercial communication
- Pilot implementation project of voluntary labelling of the WIM logo

4.Wine Information Council
- N° of scientific articles (500)
- N° of people reached by WIC communication activities (20.000)
- N° of WIC-related events (6)

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Questionnaire
  • Media surveys

Details about the monitoring report

Title of the commitment
"Wine in Moderation - Art de Vivre" Program
Name of the Forum member organisation owning the commitment
Comité Européen des Entreprises Vin (CEEV)
Name of the Forum member organisation owning the commitment
Comité Européen des Entreprises Vin (CEEV)
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
2011-2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Jose Ramon Fernandez
Secretary General
Avenue des Arts 43
1040 Brussels Belgium
+32 022309970
+32 025130218
ceev@ceev.be
info@wineinmoderation.eu
Commitment summary (based on summary given in original commitment form):
Wine is integral to European life and culture and enjoyed by millions around Europe and the world.
While for the majority of consumers wine products represent a pleasurable beverage enjoyed in moderation and healthy lifestyle compatible, a minority misuse alcoholic beverages in ways that are damaging to themselves and that can harm others around them. To contribute tackling this problem, the European wine sector has developed its pan-European "Wine in Moderation-Art de Vivre" programme (thereafter "WIM").
WIM aims at promoting responsibility and moderation in the consumption of wine as a cultural / social norm, with a view to preventing and reducing alcohol abuse and related harm. Its goal is to mobilize the EU Wine sector to educate young people and adults, helping them to make responsible decisions about drinking, in cooperation with the competent authorities and other stakeholders. At the same time we want to preserve the cultural, environmental and economic place of wine in the European society.
The Programme will be implemented by:
a. Disseminating a common "moderation" message using targeted communication materials, including brochures and presentations, for use with people of all ages and for both professionals and consumers
b. "Art de vivre" (life-skills) education programmes targeted at industry and consumers to encourage cultural change and make moderation fashionable
c. A Wine Information Council (WIC), which will share "best-practice" across the EU, make available all relevant scientific information, and stimulate identification of priority areas for additional independent research on health, social and cultural aspects of wine consumption in Europe.
d. Promoting specific "Wine Communication Standards" (WCS) for commercial communications, building on existing national self-regulation codes

The Programme represents the wine sector's contribution and commitment to the EU "Alcohol and Health Forum" as part of the EU strategy to support Member States in reducing alcohol-related harm. The Forum, of which the wine sector is an active participant, aims to provide a common platform for all interested stakeholders at EU level that are willing to step up actions aimed at reducing alcohol-related harm.
Web site/s relating to the commitment
www.wineinmoderation.eu, www.wineinformationcouncil.eu
Description of the implementation of the commitment
Following the first WIM commitment period(2008-2010) and the results achieved, WIM has reached a point of no return. To ensure the sustainable continuity and effective implementation, it was decided to sustain the same successful programme architecture/objectives and to perpetuate WIM with more ambitious targets and expanded reach.
The WIM programme is designed as single common programme with the capacity of adaptation to the national contexts and cultural needs. National WIM coordinator(s) is responsible for planning, implementing, reporting and evaluating WIM activities at national /local level. Their efforts are supported by the WIM Ambassador Companies, wine companies, wine value chain entities.
The 3 pillars of the WIM programme -Art de Vivre"life skills", Wine Communication Standards(WCS) & Wine Information Council(WIC)-are independent, but interlinked, tools that can work at different speeds according to the specific national priorities and needs, serving the objectives of the WIM programme.

In 2011 the European Wine Sector led by CEEV created a dedicated non profit association(WIMaisbl) with the mission to coordinate and expand the WIMprogramme implementation by optimising tools and actions, providing the necessary coordination through training & guidance to properly develop the WIMprogramme, and expanding the programme's reach in Europe and internationally, making WIM the global social responsibility commitment of the whole wine business. The WIM association could overtake ad-hoc activities in countries where a national WIM coordinator does not exist to spread the WIM message and initiate the dialogue for the development of WIM national programmes.
While pursuing the efforts for building partnerships and pursuing activities, raising knowledge and significance about the WIM programme and its messages among professionals in the wine value chain at international, national and European levels, the focus during this period was given to bring further the WIM message of moderation and responsibility closer to the consumers, by launching education projects and information campaigns. New partnerships and optimized communication tools were launched in order to increase the WIM message's reach.
Despite the economic crisis the combined investment triggered by WIM activities during this period has almost tripled. New WIM national members/partners joined from Europe and beyond, and hundreds of professionals have invested working time and experience so that WIM activities are organised in at least 20 Countries. (ARG,AUT,BEL,CHI,CRO,CYP,ESP,FRA,GBR,GER,GRE,ITA,HUN,POR,RUS,SUI,SWE,TUR,USA)

WIMaisbl
2011:Establishing the organisation-optimizing structures,
2012-2013:Expanding the organisation, optimizing/developing tools, raising awareness in international wine market, Evaluating/Reporting

National WIM coordinators:
2011-13:Enhance self-regulation, raising knowledge/significance to professionals & scale up action to raise awareness and knowledge to consumers

A highlight of action per pillar is mentioned below:

-Communication/Information "Quien Sabe Beber, Sabe Vivir" Consumer Campaign(Spain:FEV-CECRV2012-2015, 3M€), New WIM central website/tools(2013)

-Vocational Education VETartdevivre Partnership Programme (7Countries,9partners)2012-14,Training professionals (GermanyDWA,SpainFEV,GreecePENO-PANEPO)
Life-Skills Education Seminars to Parents(SograpeVinhosSA2012-13),WIM message in oenotourism activities(Spain,Portugal,..)

-Self-Regulation On going at national level

-Science New communication tools(2012)-2nd WIC Scientific Conference (November2013WIMAisbl)

Partnerships (FEVE-FriendsofGlass(2011),HOTREC-HospitalityEurope(2012),RECEVIN-European Network of Wine Cities) with WIMAisbl-followed up at national level by the respective members.

The annual WIM events (November) give the opportunity to take stock of the results achieved and plan the following year's WIM implementation based on the overall plan.
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
Despite the negative economic environment, the WIMprogramme activities have significantly grown. The objectives/ambitious new targets were reached and overpassed.
Objective1:Disseminating a common "moderation" message->Consumer Information/Media Activities
Successful communication activities of previous years were sustained and enhanced. New campaigns raising awareness targeting especially consumers were created. Tools were optimized and partnerships were built supporting the reach and the impact of these activities.
This period, was marked by the large consumer campaign "Quien Sabe Beber,Sabe Vivir" (launch-2012,Spain 3-years,1.000.000€/year) by FEV,CECERV(co-funded EC & Spanish Government) reaching broader audiences, promoting moderation as a culture with the support of celebrities and large scale publicity. The campaign was awarded(MediterraneanDietFoundation-April2014) and the undergoing evaluation will show the way for large WIM campaigns in other countries.
The WIM partnerships with the European Hospitality sector(HOTREC@2012) and the local Authorities(EuropeanNetworkofWineCities-RECEVIN) led to more than 20 new partnerships at local/national level and multiplied commitments for activities towards education and prevention of irresponsible communication,sales and drinking.
Other
-Optimizing Tools(New WIMwebsite,Video,infographics,Newsletters,Reports)
-Participation in Wine Expos(MIWE(2011),1st-BrusselsWineWeek2012,Alimentaria,Prowein), wine media events(WineBloggerConference's2011-2013), high level Forums/Conferences(OIV,EAHF,FIVS,WineVision)
-General public national campaigns(on&off-line)with media coverage/diffusion raising awareness on moderate/responsible drinking(New national WIM websites, Information campaigns, TV,Web,Cinema Spots(V&S-repasduvin, FEDERVINI/ACIBEV,AEVP:Stile Mediterraneo),leaflets/communication tools dissemination)
-Engaging & empowering Celebrities/KOLs(655/20KPI) to disseminate the WIM message
-The Pilot Project(06/2012-04/2014)of WIM logo/web-address voluntary labelling in WIM ambassadors companies'(Moet-Henessy,Pernod-Ricard) wine products brought WIM message in all EU-27. A 3rd body evaluation in 3 countries (ES,BE,SE) helped to identify and understand wine drinkers perceptions/approaches and design proper consumer information actions.

Objective 2.Education:Art de vivre(life-skills)->Increasing Knowledge
Actions under the educational pillar were focused on Vocational Education-Training(VET) in the wine value chain. The VET-ArtdeVivre Partnership Programme(EC funded-9partners-7countries2012-2014),through organised meetings exchanged best practices and assessed national markets training needs. A Report is currently being finalised, together with a relevant training database and concrete proposals for the respective training of 3 key vocations based on EQF/ECVET standards.
Deutche WeinAcademie(DWA)(WIMnationalMember) has further expanded their WIM vocational training offer, with impressive evaluation results. Today, WIM training is part of the wine growers & cellarmen training curriculum in Germany.
More emulated the successful example of DWA in their respective countries/companies.
939training sessions were provided by 37training providers and companies increasing the knowledge of professional and wine consumers.

Objective 3 WINE INFORMATION COUNCIL(WIC)->RESEARCH Sharing Science based Information
The WIC on-line database is continuously updated(~1100 relevant scientific articles ANZFA selection criteria) under a scientific advisory group supervision. A new website/newsletter(2012) made objective and relevant scientific information more accessible. The 2nd WIC international conference(WineinModeration:fromSciencetoArtdeVivre November2013)under the high patronage of OIV and participation of reputable scientist enjoyed high participation/publicity and facilitated a structured dialogue in the area of drinking patterns, identifying areas for further research.
28WIC-related activities that took place enhanced scientific dialogue & collaboration.

Objective 4 WINE COMMUNICATION STANDARDS(WCS)->Commercial Communication Implementing Self-Regulation
Activities focused on further enhancing the implementation of WCS. 4.499new entities undersigned the WCS, adhering to the WCS principles in their commercial communication and increasing WIM message exposure.

SUSTAINABILITY-GROWTH
-3 New Members with WIM National Programmes in 3 additional countries(AustrianWineAcademy BodegasofArgentina VinosdeChile)
-Events/activities in 7 additional countries(CRO,HUN,RUS,SWE,SUI,TUR,USA)
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
WIM puts together the EU Wine sector stakeholders at EU/International level and their national constituencies to progressively implement, together 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 in line with the general aim of the 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"

How does the WIM commitment contribute to achieving these aims:
-The WIM common message and information tools focus on the effect of harmful drinking and on responsible drinking recommendations. The programme calls upon those who appreciate wine to behave moderately and responsibly as part of a healthy lifestyle and to make informed and responsible choices. The WIC gathers updated available scientific research making this literature available and understandable to all.
-The WIM information and education tools include useful science-based information about reasons why underage people should not drink and mobilize the wine value chain to support a better enforcement of existing age limits in the different MS.
-The Wine Communication Standards (WCS) represent a commitment of the EU Wine sector to reinforce the highest standards of responsibility in wine marketing, paying particular attention to shaping commercial communications so that they do not promote harmful consumption but encourage moderation.
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
The WIMaisbl runs the WIM reporting exercise annually. With an on-line survey tool(survey monkey) WIM national contact points & companies(2012-2013) participating in the WIM programme, answer analytical questionnaire based on the commitment KPI's. All data are assessed and interviews are organised in case of doubts. In absence of responses and where adequate data could support it,moderate estimation of KPI's were made/crosschecked.
The data are compiled and present hereby the combined human/financial resources allocated to WIM-Commitment related communication tools, activities,campaigns,conferences,events,meetings at local/national/EU/international level from the WIMaisbl/WIM entities/associated partners to meet the WIM objectives. Restrictions/limitations do apply in such a wide reporting exercise in a fragmented agricultural (wine)sector.
For more details please see"other comments"section below.

Human Resources
More than1.366 WIMpeople(programme coordinators,experts&companies employees)spent in 2012/13: 8.375working days(2011->n.a. 2012=2.140 2013=6.235)
An HR investment of 1.970.688€ (2011=343.960€/ 2012=599.775€ /2013=1.026.973€)
(When HR cost was not provided it was consider a 100/workingday cost)

Financial Investment
-Communication tools for all programme pillars(design/development of new tools)
Total Investment 2.365.422€(2011=133.913€ 2012=1.307.709€ 2013=923.800€)

-WIM Activities for all programme pillars(information/education/scientific/campaigns,events,conference,projects,dissemination,evaluation)
Total Investment 2.892.030€(2011=509.179€ /2012=838.558€ /2013=1.544.293€ )

-Managerial issues (programme coordination/administration,fees,etc)
Total Investment 419.188€ (2011=95.498€ /2012=140.794€ /2013=182.896€)

-Travels & meetings:Total Investment 283.567€ (2011=42.971€ /2012=84.228€ /2013=156.368€)

For the coordination/implementation of the Self-regulation(WCS) the investment was 124.375€(2011-2013)(excl. the more than 30.000.000€ invested by the companies for the inclusion of WIM logo/responsible message).
The Commitment Objective is 2.000.000€, the target was largely over-passed with the total investment reaching the 8.055.265€ for the 3 years-period 2011-2013 (2011=1.188.081€ /2012=2.983.329€ /2013=3.883.859€)
For the Input&Output Indicators please analytical attached table.
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
In addition to the standard set of indicators asked by the EAHF, WIM has placed additional indicators to better measure and present performance.
A. Dissemination of WIM Common Message
599.480unique visitors@WIM website(www.wineinmoderation.eu).(Result/Objective= 599.480/600.000 PerYearResult: 2011=199.248 ^2012=173.342^2013=229.565)

More than 2.000.000 visitors on national WIM websites or websites with WIM dedicated sections/information.

4.499 entities undersigned the WCS/join WIM program.(PerYearResult:2011=1.279^2012=1.659^2013=1.561)

1.740 events organized and/or taken part in by WIM-related associations.(Result/Objective= 1.740/70 PerYearResult:2011=100 ^2012=489 2013=1.151)

7.564.163 people participating in WIM-related events/actions.(PerYearResult:2011=1.552.143^2012=1.479.335^2013=4.532.685) (including number of visitors in wine-tourism activities in Spain/Portugal(2013), that were properly informed on WIM/moderate drinking)

More than 655 opinion leaders communicating the WIM message.(Result/Objective=655/20-PerYearResult:2011=169^2012=655^2013=542) (largest annual number is stated as the same person could be involved in more than one year)

1.952.458 communication products disseminated.(PerYearResult:2011=372.885^2012=737.413^2013=842.160)

3.079 references in media.(Result/Objective= 3.079/450 PerYearResult:2011=341^2012=1.516^2013=1.222)

B. Art de Vivre education
More than 37 active "Art de Vivre" educational program providers.(Result/Objective=37/9 PerYearResult:2011=28/2012=37 2013=34) (Total represents higher annual number as the same provider could be involved several years)
939"Art de Vivre" trainings.(Result/Objective=939/80-PerYearResult:2011=52^2012=535^2013=352) (2012-2013 results include trainings by the companies, too)

C. Wine Communication Standard (WCS)
471 new entities joining WCS(PerYearResult: 2011=164 2012=140 2013=167)
Pilot Project(PP)"WIM logo/web-addressed voluntary labelling" 2 WIM ambassadors companies wine products in EU-27 and beyond. (PP)Evaluation in 3 countries

D. Wine Information Council
370new scientific articles in the WIC database.(Result/Objective= 370/500 PerYearResult: 2011=195 2012=95 2013=80)

3.372.914people reached by WIC communication activities.(Result/Objective= 3.372.914/20.000 PerYearResult: 2011=3.162.941 2012=3.620 2013=206.353)

28WIC-related events.(Result/Objective= 28/6 PerYearResult: 2011=15 2012=5 2013=8)

See attached table for analytical KPI's
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
The WIM renewed commitment during this period (2011-2013) successfully met and overpassed the expectations raised by the previous commitment period 2008-2012.
Impressive results in raising awareness and knowledge on responsible drinking overpassed the objectives set in the Commitment submitted in November 2011.
During 2011-2013 new structures were established to better coordinate the programme and communication tools were optimised (new websites, newsletter, and social media accounts). Information Campaigns that had started in the previous period were successfully continued from the previous period and new information campaigns were launched. The Pilot Project (PP) of the WIM logo/web-address labelling in the products of the WIM Ambassadors Companies (Moet-Hennessy & Pernod-Ricard Wine Affiliates) brought the WIM message to EU-27 and beyond and created a gateway to the WIM website.
Information and Education activities were largely increased and reached even higher audiences.
Robust science was collected in the database and was further analysed in key events that supported the WIM messages.
Medium term
WIM website appeared to be a popular destination for those seeking knowledge about moderate drinking, with a high increase of visitors esp. after 2012. The main traffic driver was search engine results, with some traffic also coming from other sites and from website address listings on bottles of wine
Especially, in Spain the combined efforts of the "Quien Sabe Beber, Sabe Vivir" and the WIM logo labelling Project significantly increased the visit to the WIM website.
WIM has achieved a respectable level of awareness in Spain, where it has been running for longer, and with more intensity of action, than in the markets of Belgium and Sweden. The overwhelming majority of consumers who are aware of the campaign in Spain said they supported the aims of the campaign, while just under half of the awares in Belgium and Sweden expressed their support. While more data would need to be collected to validate the hypothesis fully, there seems to be a connection between the length of time and intensity of the WIM campaign and change in behaviour among those aware of the campaign. In Spain, the campaign appears to have had a meaningful impact on behaviour of approximately 4.5% of all Spanish wine consumers(16% awareness->28% change in behaviour among awares), or approximately 500,000 consumers.
The partnership between WIMaisbl and both the Hospiltality Europe(HOTREC) and the European Network of Wine Cities(RECEVIN) in EU, is already materialised through partnership agreements at local/national level, bringing WIM message event closer to European citizens.
Long term
The expansion of the program has reached and passed the objective set in the original commitment. 3 New Members from 3 additional countries (Austria, Argentina, Chile) have joined the WIM programme and association and are currently planning and/or implementing WIM National Programmes.
In parallel during 2011-2013 WIM activities were developed in 7 additional countries (CRO, HUN, RUS, SWE, SUI, TUR, USA).
At least 3 more Associations for 3 additional countries (Croatia, Sweden, Switzerland) have expressed their interest to join.
The WIM Programme has reached a critical mass of activities, partners, actors in the EU and worldwide and more importantly significance to the international wine sector which is gradually changing from a commitment to the EAHF to the growing social responsibility movement of the global wine sector to contribute in the reduction of alcohol-related harm.
Other
Wine Intelligence Evaluation study in Spain Belgium Sweden suggests that basic drinking patterns do vary between countries. A significant variance between the stated drinking patterns of Spanish wine drinkers with those of Belgium/Sweden does exist.
In summary, Spanish drinkers tend to drink wine on more occasions in a typical month, but drink less per occasion, than those in northern European countries. There also some variances between Belgians and Swedes, but these are less pronounced.
9 in 10 drinkers in the 3 countries acknowledge the adverse effects of excessive use of alcohol for health.
The majority of consumers in all 3markets have a similar perception of both moderate and excessive consumption. These estimates are broadly aligned with the guidance offered by the WIM website. However, there are some variations at country level, and within demographic groups specifically gender, where males tend to have higher perceptions of what constitutes both moderate and excessive consumption, and among younger people.
As the survey scope is currently only two waves, 12months apart, it is difficult at this stage to ascertain whether any trends are at work.
The data suggests that there are certain "at risk" groups, notably as described in the study POPULATION3(ExcessiveBehavior-ModerationPerception) and POPULATION4(ExcessiveBehavior-ExcessivePercetion) which future efforts should consider actively in their targeting and messaging plans. Increase the proportion of POPULATION1(ModerateBehavior-ModerationPerception) aligned with the WIM philosophy/goals, should be key objective.
Evaluation details (tools and methods used, internal or external evaluators...)
At least 3 evaluation surveys:
Ι.WIM Campaign(incl.Pilot Project WIM logo/web-address voluntary labelling)-3countries(Spain,Belgium,Sweden)
An on-line survey was conducted by the 3rd Body Wine Intelligence(WI) using their VINITRAC omnibus survey platform in 3 out of the EU-27, where WIM Ambassadors companies products with the WIMlogo/address can be found. 2 waves/country with
~1000responses/country/wave.(@Spain->Oct2012(1060)-Oct2013(1012)@Belgium->March2013(1192)-March2014(1207)@Sweden->March2013(1003)-March2014(1046)).
Sampling controlled using a quota on gender/age/region of residence, reflecting the profile of the wine drinking in the given markets.
Research objectives:
1.Measure consumers drinking behaviour
2.Understand/compare the existing perceptions of moderate and excessive consumption
3.Measure awareness/effectiveness of WIM activities
4.Establish a baseline and initial tracking wave to see what, if any, change is occurring in any of these measures

The Traffic Sources of the WIM website(incl. labelling) was measured with an on-line poll in the website(Nov 2012-Dec 2013 13.621 responses). The on-line poll results and respective google analytics results were evaluated from Wine Intelligence.
WI Evaluation Article attached.

ΙΙ. "Quien Sabe Beber, Sabe Vivir" General Public Information Campaign(Spain)
An evaluation survey is being conducted by the 3rd body Milward-Brown every year during the 3-years campaign period(2012-2015), measuring its impact(eye-tracking assessment & on-line interviews). The final results will be presented in 2015.

ΙΙΙ.Professional Education
The evaluation of DWA's WIM Training offer in Germany was continued(2ndPhase 2012-2013). ~800 students 7 Professionals Schools participate annually, by answering the same questionnaire 3 times (a.before seminar b.just after seminar c.~1year later) to understand the knowledge gain and the education impact in time. The results are analysed by an external evaluator(GreenMonday(GM))
GM evaluation results attached
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
The WIM is one programme(common message/defined architecture), but the implementation coordinated by a national WIM focal point varies from country to country. Hundreds of WIM activities are taking place at local,regional,national,European,international level, each year making it impossible to capture them in such a limited reporting scheme.
To facilitate the presentation of the WIM programme's actions and results we publish an Implementation Report(http://www.wineinmoderation.eu/en/content/WIM-Reports.48/ and hereby attached) to properly reflect all the WIM efforts/results/outcomes.
The current reporting form/procedure is more suitable for simple projects and do not facilitate reporting of wider/multi-stakeholders commitments such as WIM.
The data of this report were gathered through a structured on line questionnaire and followed up when needed with interviews.
Restrictions/limitations do apply in such a wide reporting exercise of a fragmented agricultural sector such as the wine sector. All national contact points made considerable efforts to adequately report efforts/results, even though tracking activities performance exceed the scope/abilities of some members/companies
The reach/impact of some WIM related activities were sometimes not measured and/nor reported. On 2012 efforts were made to receive feedback from wine companies that participate in the programme, nonetheless the feedback was rather poor.
To better reflect on the efforts take place in national level, in countries such as Spain were WIM is very well developed/structured, a moderate estimation was made by the national coordinator(2013) based on available data, to measure the input/output from the WIM Spanish registered companies. Considerable care was taken in the estimation made and in case of doubt, results were not used/presented.
Therefore, even though the performance of WIM programme overpassed our expectations, it is safe to be considered that the actual performance is even higher than the one reported, hereby.
Dissemination (How were the results of the commitment disseminated?)
While the focus of the WIM message/actions is the general public, the WIM commitment results dissemination mainly targets Alcohol and Health stakeholders without excluding anyone. Such key stakeholders are: international wine professionals, wider value chain professionals(including all related economic operators e.g.Hospitality,retailers,etc), researchers/academics, policy/decision makers, local/national/EU/international authorities and media.
The dissemination of the results is both on&off-line.
In addition to the reports submitted to the EHAF, WIM publishes, prints and disseminates the WIM Programme Implementation Report which informs in depth and in illustrated(infographics) way WIM commitment/results, facilitating readers to fully understand WIM's commitment and the achievements of the myriads WIM activities at international/national/local level.
Likewise, WIM members communicate the overall and national WIM implementation results through their annual reports, memos and intermediate reports.
1000 WIM implementation report(2011-2012) copies, were printed and disseminated(at least 20 countries). The report is also available for download in the new ACCOUNTABILITY Section of the WIM website www.wineinmoderation.eu(WIMwebsite2011-2013 599.480 unique visitors).
All WIM Members have in their websites links to WIM's website.
Results per pillar are disseminated also through dedicated websites(WIC(www.wineinformationcouncil.eu) professional education(www.artdevivre-edu.eu)
Updated WIM Activities/news/results are also continuously communicated through press-releases,website(s),newsletters,social media platforms(LinkedIn) and are further taken up by media (Media References .)
In parallel with the online tools and the publications, wide and impactful dissemination activities are achieved through presentations in key Events,Scientific/Policy/Market Conferences(including article publication),WineExpos,Partnership's Launches,EAHF meetings,GeneralAssemblies, BoardMeetings,Working groups, targeting stakeholders/professionals groups and key actors which act as multipliers.
WIM Aisbl's November Annual Event and Spring General Assembly's act as Commitment milestones.
References to further information relating to the monitoring of the commitment
- WIM Commitment Intermediate Report 2011 to EAHF
- WIM Commitment Intermediate Report 2012 to EAHF
- On-line Survey WIM reporting questionnaires (to Organisations/Associations and to Companies)
- 2011-2013 Input & Output Indicators Analytical Tables

- Reporting-Dissemination: Wine in Moderation-Art de Vivre Implementation Report 2011-2012 for stakeholder
- Reporting-Dissemination: Wine in Moderation-Art de Vivre Implementation Report 2011-2013 for stakeholder

- Evaluation results of the WIM campaign/Pilot Project by Wine Intelligence(draft)
- GreenMonday - Evaluation of the DWA's WIM training (combination 2010-2011&2012-2013)