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IVES 9 IVES Conference Series 9 OIV 9 OIV 2024 9 Orals - Safety and health 9 An online training tool for wine professionals around the world: from responsible service to a sustainable consumption of wine

An online training tool for wine professionals around the world: from responsible service to a sustainable consumption of wine

Abstract

Most consumers enjoy wine in moderation, however, there remains a minority that may develop risky drinking habits, potentially harming themselves and those around them. For the last fifteen years, a prime objective of the wine in moderation programme has been to educate and empower the wine sector and now for the first time, a central education tool has been developed, integrating the topic of moderate consumption horizontally in all wine activities. The entire wine value chain – from the producer to the salesperson to the restaurant service staff – can contribute to reduce harmful consumption and encourage responsible drinking patterns. Educating wine professionals is crucial to equip them with the necessary knowledge for responsible service and to communicate the message of moderate consumption patterns to encourage good practices among wine consumers. For this purpose, the training tool which has been developed by wine in moderation, with around nine training modules will be made available in two formats: face-to-face and online. The topics range from wine/alcoholic beverages and health to responsible advertising, the wine-related legal framework, responsible wine tastings and oenotourism. In this presentation, we will focus on the online tool: the nine modules of this training can be implemented worldwide, even in countries, where the wine in moderation programme is not present yet. Since wine drinking patterns vary depending on socio-cultural factors, the training can be adapted to the needs of the respective country. After a pilot-testing phase in different countries and necessary adjustments, the final version of the digital training will be available in seven languages and more countries. Some examples of online modules and its pilot versions will be discussed and presented. Considering the increasing demand for information by wine consumers, educating all actors of the wine value chain via these tailored modules makes this an indispensable tool for the wine the sector to preserve a sustainable culture of wine. 

Un outil de formation en ligne pour les professionnels du vin dans le monde : du service responsable à une consommation durable du vin

La très grande majorité des consommateurs apprécie le vin avec modération, cependant une minorité reste susceptible de développer des habitudes de consommation à risque, potentiellement nocives pour eux-mêmes et pour leur entourage. Au cours des quinze dernières années, l’un des objectifs principaux du programme wine in moderation a été d’éduquer et de responsabiliser les professionnels du secteur vitivinicole ; c’est dans le cadre de cette mission qu’en 2023, un outil pédagogique central a été développé visant à intégrer la consommation responsable et modérée de vin de manière horizontale dans toutes les activités vitivinicoles.  Tous les acteurs de la chaîne de valeur du vin – du producteur au commerçant en passant par le personnel de restauration – peuvent contribuer à réduire la consommation excessive et promouvoir des modes de consommation responsables. La formation des professionnels du vin est donc cruciale afin de les doter du socle de connaissances nécessaires pour promouvoir la modération.  A cet effet, un outil de formation a été développé par wine in moderation autour de neuf modules de formation et sera proposé sous deux formats : en présentiel et en ligne. Les principales thématiques abordées sont les suivantes : vin et santé, communication responsable, cadre juridique et règlementaire lié au vin, dégustations de vins responsables et œnotourisme. Dans cette présentation, nous nous concentrerons sur l’outil déployé en ligne : les neuf modules de cette formation pourront être utilisés dans le monde entier, même dans les pays où le programme wine in moderation n’est pas encore présent. Etant donné que les habitudes de consommation de vin varient en fonction de facteurs socioculturels, la formation pourra être adaptée aux besoins et au cadre règlementaire du pays concerné. Après une phase test conduite dans différents pays, la version finale de la formation numérique sera disponible en sept langues et dans davantage de pays. Quelques exemples de modules en ligne et de leurs versions pilotes seront discutés et présentés. Compte tenu de la demande croissante d’informations de la part des consommateurs, la formation de tous les acteurs de la chaîne de valeur du vin via ces modules de formation sur mesure constituera un outil éducationnel inestimable. C’est la seule manière pour le secteur de maintenir une culture du vin durable.

Uno strumento di formazione online per i professionisti del vino nel mondo: dal servizio responsabile al consumo sostenibile del vino

La maggior parte dei consumatori apprezza il vino con moderazione, tuttavia rimane una minoranza che potrebbe sviluppare abitudini di consumo rischiose, potenzialmente danneggiando se stessi e coloro che li circondano. Negli ultimi quindici anni, uno degli obiettivi principali del programma wine in moderation è stato quello di educare e responsabilizzare il settore vitivinicolo, ma per la prima volta è stato sviluppato uno strumento educativo centrale, che integra orizzontalmente il tema del consumo moderato in tutte le attività vitivinicole. Tutti nella catena del valore del vino – dal produttore al venditore fino al personale dei ristoranti – possono contribuire a ridurre il consumo dannoso e incoraggiare modelli di consumo responsabili. Educare i professionisti del vino è quindi fondamentale per dotarli delle conoscenze necessarie per comunicare e diffondere il messaggio di modelli di consumo responsabili e incoraggiare abitudini di consumo moderate da parte dei consumatori di vino. A questo scopo, uno strumento di formazione è stato sviluppato da wine in moderation attorno a nove moduli formativi e sarà reso disponibile in due formati: faccia a faccia e online. Gli argomenti vanno da vino e salute alla pubblicità responsabile, al quadro giuridico relativo al vino, alle degustazioni responsabili di vino e all’enoturismo. In questa presentazione ci concentreremo sullo strumento online: i nove moduli di questa formazione possono essere implementati in tutto il mondo, anche nei paesi in cui il programma wine in moderation non è ancora presente. Siccome i modelli di consumo del vino variano a seconda dei fattori socio-culturali, la formazione può essere adattata alle esigenze del rispettivo paese. Dopo una fase pilota in diversi paesi e i necessari adeguamenti, la versione finale della formazione digitale sarà disponibile in sette lingue e più paesi. Verranno discussi e presentati alcuni esempi di moduli online e delle relative versioni pilota. Considerando la crescente domanda di informazioni sul vino da parte dei consumatori, educare tutti gli attori della catena del valore del vino attraverso questi moduli su misura sarà uno strumento di formazione inestimabile. Solo così il settore potrà mantenere una cultura del vino sostenibile.

DOI:

Publication date: November 18, 2024

Issue: OIV 2024

Type: Article

Authors

Nadia Frittella¹, Fradera Ursula², George Sandeman³, De Diego Eduardo⁴, Cécile Terrien⁵

¹ Wine in Moderation, Avenue des Arts 43, Bruxelles, Belgium
² Wine Information Council, Belgium
³ Exampulla, Portugal
⁴ Federación Española del Vino, Spain
⁵ Vin & Société, France

Contact the author*

Tags

Full papers OIV 2024 | IVES Conference Series | OIV | OIV 2024

Citation

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