Tuesday, December 12, 2006
Wine Marketing...French Style!
A crackdown on drinking drivers, reduced consumption of wine by the French, competition from New World wines, over production and a preference by 92 per cent of French consumers under 25, for other alcoholic drinks has created major problems for the wine industry in France. In a country steeped in history and culture revolving around wine, it has lawmakers proposing legislation that among other things would see youngsters in school taught about the glories of French wine. (please click on the pictures for larger images of some of that French fame)
I believe a program such as this proposal before the French legislature has some real merit. Not because I think it is a good marketing tool but rather that it gives the educational system an opportunity to teach youngsters about moderation in drinking and the health benefits of drinking wine.
In the meantime "crisis distillation" is still a major headache for the EU. But perhaps the French government should come up with an educational program for those unruly South of France winemakers. Things are heating up again and the more radical elements of the Winemaker's Regional Action Committee (CRAV) are ready to take their fight to the streets again.
Let me end with a toast to the French and à votre santé, mon ami!