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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!
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