Wein bewusst genieen und vermarkten

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Wein - bewusst genießen und vermarkten
Implementing the programme in Germany Ursula
Fradera, Deutsche Weinakademie
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Aim Communicate the message of moderate,
responsible wine consumption as part of a healthy
diet and modern lifestyleANDinform about the
risks of alcohol misuse
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Target groups - in the long-term all adult
wine drinkers- in the next 3 years trainees of
the wine sector (as effective multipliers)
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Programme of activities Integrate the
message into the training and continuing
education of the wine sector (at trade schools,
colleges, sommelier schools, etc. throughout
Germany)? act as multipliers/ambassadors of the
moderation message in the long-term
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Schedule of activities ? First training
seminar April 30, 2008? Seminars up to now 7?
3 more in 2008 (appr. 460 p.)? Seminars
planned for the next 4 years 98 (appr. 4700 p.)
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Content of the 1-day seminar/workshop -
moderate wine consumption as part of a healthy
diet and modern lifestyle, not in isolation-
drinking pattern- benefits AND risks of
alcohol consumption ? based on scientific
evidence- legal framework (such as age
restrictions, Youth Act, BAC, wine communication
standards)
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Training materials- Print materials with the
moderation message- Interactive material such
as BAC calculator- Questionnaire (quality
control, KPI)
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Ermitteln Sie jetzt Ihren Promille-Wert vom
letzten Wochenende
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Partners at national level - Forum der
Deutschen Weinwirtschaft (Forum of the German
Wine Sector)- Deutscher Sektverband
(Association of German Sparkling Wine)-
Deutscher Weinfonds / Deutsche Weinakademie
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Funding- Deutsche Weinakademie ?
implementation of the programme- 3 full-time
staff members - in addition, 2 part-time staff
for the training seminars
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Implementation of the Wine Communication
Standards- The German Wine Sector adheres to
the voluntary Code of Conduct on commercial
communication for Alcoholic Beverages set out by
the German Advertising Federation (ZAW),
effective since January 1, 2005 in Germany
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Complementary national best practice
initiatives - seminars/workshops for health
professionals (physicians, nutritionists, etc.)
? high quality multipliers, do not address
consumers directly ? inform about evidence
based scientific research
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Wein - bewusst genießen und vermarkten
Thank you very much!