In order to update the WIM image and expand its reach, a new brand strategy, set to be fulfilled until the year 2025, came into play, planning out a series of active measures and steps that would further evolve the organisation. With a new brand strategy came a new tagline - Choose, Share, Care. These three words would come to summarise the WIM message, inspiring action in consumers:

Choose

Make informed choices, respect the wine you drink and those who drink it with.

Share

Share your wine with food, with friends and family, enjoying good moments and appreciating it slowly, with water on the side.

Care

Caring about yourself is caring about others, not putting yourself or others in harm's way.

As part of the strategy, the WiM Association established two target audiences: wine professionals, and consumers. The former would be inspired to become ambassadors of the WIM message, trained in Responsible Service and talking accurately about alcohol abuse with tangible actions that would inspire consumers make informed decisions, follow a balanced and healthy lifestyle, enjoying wine and respecting the culture of wine.

At the outset of the strategic development, it was necessary to establish goals and thoroughly plan out the implementation. With this in mind, the first aim was to define markets and level of prioritisation - in combination with leaders of National Associations, the priorities of each country would be defined, and actions would be mapped out to implement WIMʼs brand strategy. This was grounded in three elements:
1. Mature: rejuvenate and activate;
2. Grow: support development;
3. New: recruit, launch, embrace strategic potential.

Similarly, the second aim resided in implementing a Planning Process for 2020, working with National Leaders to develop a measurable plan of action for 2020. This would allow for the third aim to be completed - establishing Global Targets for 2025.

In the creation of the new brand identity, a need for a digital communication plan became obvious order to further modernise the message Wine in Moderation. The ʻDominate Digitalʼ plan was mapped out, with the goal of supporting the digital operation, presence and impact of WiM.

Additionally, in the position of Community Coordinator, the WiM Association had the roll of being an ʻincubatorʼ for WIM programs and projects which had been piloted around the world, preparing them for use by all implementers who were interested, as well as identifying trends and setting pilot projects to test new ideas. The new strategy would promote the Incubator process. Furthermore, WiM Association would develop a Planning Guideline to support the national Plan development, and coordinate measurement and reporting on a global basis, considering numerous factors such as compatibility with the UN Sustainable Development Goals, digital tracking and measuring KPIs.
In addition, new training and implementation tools would be developed, structures in form packages separated by areas of action, such as:

The Wine in Moderation program has successfully expanded to 15 countries, with 2000 supporters and over 50,000 trained professionals and is established as the Wine sector contribution to the responsible development of a sustainable future.

Successful