Ibravin starts to coordinate the actions of Wine in Moderation in the country after signing at the OIV Congress. The act occurred yesterday (20), in solemnity in Uruguay
Brazil now officially integrates the world movement to encourage moderate consumption of wine, Wine in Moderation (WiM). The signing ceremony took place on Tuesday (20), during the Congress of the International Organization of Vine and Wine (OIV), in the Press Room of Punta Del Este Convention, in Punta del Este, Uruguay. The Brazilian Wine Institute (Ibravin) is the entity that will coordinate the actions linked to the mobilization in Brazil.
Ibravin's Director of Institutional Relations, Carlos Paviani, who represented the sector in the solemnity, emphasizes that many countries in Europe and South America are already part of this movement that encourages the consumption of wine linked to gastronomy and social interaction. Brazil is the fifth country in South America to join the global program.
“Our role is to show that wine, when moderately consumed, is a beverage that brings benefits to people's health and well-being. Because it is a convivial drink, in the vast majority of cases you learn to consume it with your family, in festive gatherings or family celebrations and, therefore, its consumption tends to be more controlled, because it unites different generations," defended Paviani.
Still according to the executive, the adhesion to WiM causes Brazil to be included in the discussions on the subject, to have access to important information and to design strategies for consumption based on data and relevant information of the segment. "It is also a bet on the growth of wine consumption in the country and, therefore, we want to do this work in a responsible and conscious way. Moderation in consumption is the best alternative to take advantage of the benefits that wine provides, both in terms of health and pleasure and satisfaction brought by this drink," he explained.
“Welcoming Ibravin in Wine in Moderation makes us very happy because we are taking a step forward in expanding the responsible consumption message in South America. We look forward to working together to inform, enlighten and educate professionals and consumers about it in order to develop a sustainable wine culture in Brazil," said WiM association president George Sandman.
The president and the director general of the OIV, Regina Vanderlinde and Jean-Marie Aurand respectively, the coordinator of the Department of Wines and Beverages of the Ministry of Agriculture, Livestock and Supply (Map), Helder Moreira Borges and the operational coordinator of the Reference Laboratory Oenological (Laren), Gilberto Cargnel, also participated in the solemnity. The act was honored by WiM vice president Ursula Fradera, who is part of the German Academy of Wines, WiN director Stylianos Filopoulos and the president of this year's OIV Congress, Uruguay's José Lez, who also chairs the National Institute of Viticulture of Uruguay (Inavi).
The president of the OIV, Regina Vanderlinde, greeted Ibravin for the adhesion and said that Brazil took an important step towards responsible communication and expansion of consumption, whose potential is very great. "Wine differs from other beverages and therefore it is possible to work a moderate consumption, with the benefits brought by it," she summarized.
Director General Jean-Marie Aurand recalled that OIV is an intergovernmental organization, but it has several associative institutions as observers, which include the very important WiM work of awareness of responsible consumption.
Until November 2019, several actions are planned in the Ibravin Work Plan to give visibility and convey the concepts of the movement to consumers in the domestic and foreign markets. Activities range from the exhibition of the logo to fairs and events supported by the entity to the explanation in courses of qualification for professionals of the sector, for the press and in publicity campaigns.
Education for wine consumption
One of the focuses of Ibravin's work in recent years has been education for the consumption of wine. Proof of this is the Quality in the Cup (Qualidade na Taça) program, which in partnership with Sebrae, has already qualified more than 2,500 professionals since 2014 and should qualify more than 600 until the end of 2019.
Ibravin Promotion Manager Diego Bertolini, who is responsible for WiM's actions at Ibravin, says that in addition to Quality in the Cup, other initiatives are carried out to educate and raise awareness among consumers.
"We hold and support lectures, guided tastings, fairs and advertising campaigns that encourage the consumption of wine, daily and in an unpretentious way. With this, we promote a cultural change so that wine is inserted in the daily context of people and for consumers to understand it as a healthy habit," explains. Bertolini informs that Ibravin will also continue to support scientific research that proves the benefits of wine and grape juice for health.
GET TO KNOW MORE
Wine in Moderation – Art de Vivre Program
Created by the wine industry to inspire healthy lifestyles and well-being and contribute to the reduction of alcohol-related harm, the Wine in Moderation (WiM) movement builds on scientific evidence, education, and self-regulation to organize and empower international wine value chain, increasing awareness and knowledge about responsible and moderate drinking patterns.
The program has a central coordination in the world, but with national implementation so that it is able to adapt to local needs while respecting cultural diversity.
Founded by wine industry associations and leading wine companies, the WiM Association is an international non-profit association that centrally coordinates the Wine in Moderation program, seeking to expand its reach and impact around the world. More information can be obtained at www.wineinmoderation.com.
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