Wine in Moderation - Art de Vivre Programme The Wine in Moderation Programme is a programme created by the wine sector to inspire healthy lifestyles and well-being, and contribute to the reduction of alcohol related harm. The Programme builds on scientific evidence, education and self-regulation to organise and empower the entire international wine value chain, in raising awareness and knowledge about responsible drinking patterns and moderate wine consumption. Wine in Moderation is a common Programme centrally coordinated and implemented nationally, with the capacity to adapt into local needs respecting cultural diversity. WiM Association The WiM Association is the international not for profit association founded by wine sector associations and leading wine companies, that centrally coordinates the Wine in Moderation Programme and expands its reach and impact throughout the world.