Wine in Moderation
Wine in Moderation
Art de Vivre

Who we are:
The WINE in MODERATION Programme is an initiative of the European wine sector aimed at promoting moderation and responsibility in wine consumption and contributing towards preventing excessive consumption and misuse of alcoholic beverages in Europe.

The WIM Programme counts on the support and commitment of the following organizations:

CEEV – Comité Européen des Entreprises Vins
Comité Vins
Vins, Vins Aromatisés, Vins Mousseux, Vins de Liqueur et Autres Produits de la Vigne

Committee of Professional Agricultural Organisations in the European Union
General Confederation of Agricultural Co-operatives in the European Union

Confédération Européenne des Vignerons Indépendants

European Advertising Standards Alliance

Euro-toques International

International Wine Club Association

European Container Glass Federation (FEVE) / Friends of Glass

The WINE in MODERATION Programme has been developed and is being implemented with the assistance of Weber Shandwick, Brussels.

Champions Drink Responsibly
Champions Drink Responsibly
Responsible Drinking: The Champions Way

Champions are always in control

Whether you regard it as a set of beliefs or a way of life, we at Bacardi Limited are certain of one thing. By following The Champion’s Way, you’ll discover a responsible and rewarding way to enjoy your drinks if you choose to drink.

So why have we created it? Well, most people are likely to have seen someone who has had too much to drink – they often end up regretting it. The Champion’s Way exists because we care about our consumers and want them to enjoy our brands responsibly.

The Champion’s Way features a set of carefully chosen ideals. Why not put them into practice on your next night out?

Bacardi Limited and responsible drinking

At Bacardi Limited we have a long heritage of promoting the safe consumption of our brands, and we’re committed to educating people about responsible drinking through our Champions Drink Responsibly campaign.

Bacardi Limited is committed to the responsible and safe consumption of our brands by legal drinking age (LDA) consumers. We are extremely proud of our portfolio and are committed to long-term brand building in a socially responsible manner. We will never market our brands to consumers under the LDA. We also discourage abusive consumption of our brands and urge consumers who choose to drink to do so responsibly.

Our Champions Drink Responsibly campaign is part of that commitment and our messages will be seen across the world. To help spread the message we have a true champion as our ambassador; 10-Times Grand Slam Winner, Rafael Nadal. He is passionate about spending quality time with his friends and believes drinking responsibly allows everyone to enjoy themselves, making time spent with friends even more memorable.

European Forum for Responsible Drinking


The European Forum for Responsible Drinking (EFRD) is an alliance of Europe’s leading spirits companies driving the industry’s commitment to promote responsible drinking in the EU and encouraging industry to adopt responsible self-regulatory standards for commercial communications.

EFRD member companies include:
• Bacardi-Martini
• Beam Global Spirits & Wine
• Brown-Forman
• Diageo
• Moët-Hennessy
• Pernod Ricard

EFRD and its member companies believe that:

• There is a cultural complexity to alcohol consumption across Europe.
• Patterns of drinking, volume of consumption and alcohol-related harm vary by region and Member State. Therefore no single approach to alcohol policy is likely to succeed uniformly across Europe, but instead, flexible strategies are needed.
• Harm associated with alcohol abuse is largely related to high-risk drinking patterns.
• The vast majority of European adults consume alcohol responsibly and it is now widely recognised that patterns of drinking, and not simply volume of alcohol consumption, provide the best predictors of alcohol-related harm.
• Any alcohol abuse reduction strategy should be underpinned by robust evidence and sound data.
• The most effective strategies for reducing harm associated with alcohol abuse are those that bring about sustainable results in reducing risky drinking patterns.

Drink Smart®
Drink Smart®
Principles on Alcohol Consumption


As one of the world’s leading beverage alcohol producers, Beam Global Spirits & Wine, Inc. is committed to high standards of responsibility. drink smart® embodies our philosophy about responsibility, which is integral to how we do business.

Abuse of alcohol is incompatible with Beam Global Spirits & Wine’s fundamental business objectives and our values. Around the world, we are partnering with various local, national and international stakeholders to find effective and meaningful ways to eliminate alcohol abuse.
As proud as we are of our fine portfolio of beverage alcohol products, we stand equally proud of our drink smart® principles.
Drink Smart® Principles on Alcohol Consumption

We are proud of our proprietary drink smart platform from which we promote activities and efforts relating to responsible consumption. drink smart® raises awareness of important issues around alcohol policy, minimization of alcohol-related harm, and responsible consumption. Our principles on consumption are:

 Respect Others – informed adults have the right to choose to drink alcohol – or not to drink at all.
 Obey the Law – purchase and consumption by those below the legally designated age cannot be condoned or tolerated.
 Drink in Moderation – understand how much you are drinking.
 Be a Responsible Host – always try to ensure your guests do not drink to excess.
 Drive Safe – never drive drunk or over the legally designated blood-alcohol level.

DrinkWise Australia
DrinkWise Australia
Get the facts


DrinkWise Australia is committed to shaping a healthier and safer drinking culture in Australia where drinking to excess, or drinking too young, is considered undesirable. We are an independent, not-for profit, evidence-based organisation that relies on voluntary contributions from the alcohol industry.

Be Informed

As part of our ongoing community education activities, DrinkWise Australia, working in collaboration with its producer members who represent 80% (by volume) of the alcohol sold in Australia, has launched new consumer information messages that will appear on the labels of alcohol products in Australia.
The purpose of this education activity is to encourage you to ‘Get the Facts’ from our website so that you can make informed decisions about your drinking.
Here you will find a collection of Factsheets, informed by experts, that will provide you with a quick summary of a range of issues associated with alcohol, tips for reducing your risks and places to go for further information and assistance.

For the facts


Drinkaware aims to change the UK’s drinking habits for the better. We promote responsible drinking and find innovative ways to challenge the national drinking culture to help reduce alcohol misuse and minimise alcohol-related harm.

An independent, UK-wide charity, we are supported by voluntary donations from across the drinks industry to equip people with the knowledge they need to make decisions about how much they drink.

We work with the drinks companies and retailers to help tackle alcohol misuse. We also work with organisations and individuals across the UK to fulfil the educational, community and awareness campaigning function envisaged in the Government’s Alcohol Harm Reduction Strategy. We do this by providing accessible, evidence-based information about alcohol and its effects to employers, young people, teachers, parents and community workers. Using a range of mediums, such as film, multimedia and TV, we help dispel myths and present the honest facts about alcohol.