Wine in Moderation

THE ARGENTINE EXPERIENCE:

ADAPTING AND IMPLEMENTING THE WIM

PROGRAMME IN ARGENTINA

Argentina is the 5th

world wine producer

and 9th in wine

exports

The wine sector brings

important contribution to

economy & employment

Drinking patterns

• overall drinking pattern score is 2

over 5 (being 5 the most risky)

• BUT in terms of YYL Argentina

scored 4 over 5, attributed mostly

to liver cirrhosis and alcohol

related car accidents

• Growing concern at national and international

level to introduce concrete alcohol policies

• Statutory restrictions may be disproportionate

and penalize vast majority of consumers as

well as legitimate economic activities

• Measures must take into account cultural

situations and include targeted efforts

In Europe the WIM was launched in

2008 as the sector´s commitment to

promote responsibility and moderation.

In 2011 WIM aisbl was created to

coordinate support the programme

worldwide

02

+ +

03

1 2 3 4

Changes in wine

consumption similar to

Mediterranean wine

producing countries.

Decrease in table wines

consumption: 24 litres per

capita (less than 1/3 of

consumption in 1970).

Decrease in overall per

capita consumption of pure

alcohol (from 1.66 to 8.15 in

2010), but still one of the

highest in South America.

Increased beer consumption

*In 1990: 80.8% of per capita

consumption of alcohol was

attributed to wine.

*In 2010: only 48%

*Meanwhile, beer consumption

increased from 11.7% to 40.7%

Changes in Drinking Patterns

Por su parte, BAAC recibe el apoyo y

consultóría de WIM Association

BAAC is a business chamber created in 2001

when Centro de Bodegueros de Mendoza

and Asociaión Vitivinícola Argentina merged.

In 2011 BAAC started dialogue on responsible consumption

In 2013 BAAC decided to join WIM (aisbl) as observer

BAAC developed a WIM national action plan for 2013-2014

04

Bodegas de Argentina (BAAC)

+

HOW?

1

•Member wineries represent 70% of the domestic and 90% of the

external market

•Members range from traditional viticultural companies to old

family wineries, foreign investments, multinational companies, SME´s, partnerships & cooperatives

Measures, must take into account local and

cultural factors:

Encourage responsible drinking patterns

as social norm 1

2

3

Education as “life skills”

Self-regulation

05

Moderate responsible

wine drinking is

compatible with a

healthy lifestyle

The wine sector recognizes the

negative consequences of

hazardous drinking patterns &

supports initiatives

Measures

THE OBJETIVES

06

4 KEY OBJECTIVES

WINE MODEATION

COMMON

MESSAGE

• Disseminate message

about moderation through

entire sector

• Targeted communication

materials (brochures,

presentations)

EDUCATE

• Educate key players &

consumers

• Make moderation

fashionable

• Targeted education

programs

• Promote cultural change

COMMUNICATE

REPONSIBLY

• Common code of conduct

for commercial

communications

• Build on national self-

regulatory codes

• Make scientific information

available

• Identify priority areas

BEST

PRACTICES

The PILLARS

07

1

2

3

Wine communication standardsself-regulation of commercial communication

“Art de vivre”- life skillsTraining & education of both professionals and consumers

Wine Information Councilexchange of good practices and scientific information

Stage 1: EMPOWER, PROMOTE &

POSITION

BAAC assumes an Action Plan for Argentina

08

• EMPOWER the whole wine value chain to adopt social

responsible practices and communicate a message of

moderation and responsibility

• PROMOTE responsible behaviour and moderate wine

consumption as social & cultural norm

• POSITION Argentina and Argentine wine sector as leading

country/sector in the area

• In 2011 BAAC initiated dialogue

on responsible consumption &

created a working committee

• In 2013 BAAC joined WIM as

observer member & started

adapting WIM programme in

Argentina

• BAAC receives the support &

guidance of WIM aisbl for the

overall programme implementation

• COVIAR

• Traffic Safety

• INV

• AAS

PLAN - BAAC/WIM - Argentina

09

OBJETIVE:

REACH OUT TO

THE MARKET WITH

THE WIM COMMON

MESSAGE AND

ENGAGE KEY

STAKEHOLDERS

Chambers

Related

Companies

Media/

Press

Authorities,

Government Bodies

Institutions

Wineries

• CAVA

• FEGRA

• AHEGA

• COPAL

• WofA

• General

• Specialized in

food/wine

• CSR

• Old family wineries

• Foreign invest

• Multinationals

• SMEs

• cooperatives

• Automotive

• Car insurance

• Mineral waters

• Laboratories

• Prepaid

medicine

• Wine &

gastronomy

academies Training

providers

ACTION PLAN: What we are doing

10

• Communication material: was specifically developed & published

• Events - 2 specific launching events in Buenos Aires & Mendoza to launch the

programme

• Recruiting: get members of BAAC to adhere and adopt message & especially to

recruit leading wine companies to set example

• Seminars & meetings: to present & explain ways of implementing WIM within the

company (social networks, actions & events).

• Specific Actions during wine events : to regulate consumption, promote

designation of designated driver through incentives & to ensure water is served,

present video spots

Stage

1

Adapting the WIM programme and message

to Argentina

ACTION PLAN: What we are doing

• Media & communication: scale-up radio interviews & meetings and engaging opinion

leaders

• Workshops and conferences

• Partnerships– build partnerships with chambers & government entities to expand WIM to

other region

• WCS (self-regulation) – develop a self-regulation commercial code in collaboration with

INV

• Wine information council: develop wine information council in Argentina with support of

leading scientists

• Follow up event in November 2014: to communicate achievements and future plans to

media

11

Scale up & expandTools:

• Leaflets & Brochures

• Stickers for wineries, wine

shops & vehicles

• Bracelets to identify

designated driver

• Video based on WIM

message

• Cards to educate

consumers in events

• Manuals for companies

and academies

• Sommelier training

• Annual talks

Stage

2

RESULTS

12

• Engaged 25 wineries, 2 international companies, 6 wine academies, 1 wine

national institution and 2 national wine chambers

• Developed 4 actions

• Organized 43 dedicated events and events with WIM actions

• Developed more than 9.000 communication products

• Engaged 15 opinion leaders

• Sparked interest in other countries. In 2014 Chile began implementing WIM

Accountability: what we have achievedStage

3 WIM

message

has

reached

14.228people.

CONCLUSIONS

13

WIM programme aims to promote moderation &

responsibility in wine consumption 1

2

3

4

BAAC has been able to mobilize leading organization in

Argentina

Many steps are yet to be taken in order to

drive behavioural change

Momentum must be seized

5 Target is now 25-35 year olds

Example: implementation

14

Example: implementation

15

Example: implementation

16

Example: implementation

17

Thank you!