The wine in moderation: a whole programme!
By assuming leadership in urging moderation and responsibility in wine consumption, the wine sector helps prevent alcohol abuse and misuse by enabling young people and adults to make responsible and informed decisions to support a sustainable lifestyle.
The primary objective of the “Wine in Moderation Programme” is to bring together the entire wine sector around one universal message that speaks to all wine consumers across borders, generations and genders regardless of where and when they consume wine.
This message is simple yet powerful and is supported by the whole wine sector: “Wine only appreciated in moderation”.
Key elements of the moderation message are passed through information campaigns, targeted communication materials, etc. and cover topics like healthy attitudes towards wine, the risks associated with hazardous and harmful consumption, the wine culture in general, etc.
The campaigns are planned and developed by national coordinators in collaboration with other national stakeholders and respect the different legislative restrictions as well as the culture and traditions of each country.
They are adapted based on specific events, and can be developed in various forms (broad, tailor made, online/offline, TV, etc.).
The “Wine in Moderation Programme” has seen the emergence of many tailor-made campaigns at a national level in the last couple of years.
In 2011, the European wine sector founded the Association “Wine in Moderation – Art de Vivre” with the mission to coordinate the European and global implementation of the “Wine in Moderation” Programme. The vision behind that programme is to secure responsible and moderate wine consumption patterns.
The association has selected the communication agency, Page in extremis, as a strategic partner for ensuring a stronger alignment between the messages developed by the Association and their visual expressions.
Page in extremis is a strategic communication agency, involving an experimented multidisciplinary team, building brands and strengthening reputations for leading corporations, institutions and associations.
Located in Brussels, Page in extremis is a communication partner who can translate your communication needs into effective communication media, to offer you specialised services going from corporate and institutional branding to the development of digital and classic media and to give a clear idea of who you are and what your aims are.
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