French Wine Consumption Plummets 70% Since 1960 Amid Ongoing Debate Over Advertising Laws

The debate over the Évin law, which regulates alcohol advertising in France, remains a contentious issue within the French wine industry. During the recent "Grand Direct" event organized by the National Confederation of AOC Wine Producers (CNAOC), many winegrowers voiced their frustration with the law. Some blamed it for the sharp decline in wine consumption in France since 1960, which has dropped by 70 percent. Questions from producers included whether abolishing or relaxing the Évin law should become a national priority for the sector.

Raphaël Fattier, director of the CNAOC, reported that many in the industry see the law as a major obstacle to growth and image. Some even argued that it has pushed consumers toward other substances like cannabis or stronger spirits. However, Krystel Lepresle, general delegate of Vin & Société, urged caution before calling for major changes. She acknowledged that the law is complicated and often frustrating to apply but pointed out that wine consumption was already falling rapidly before the law was enacted in 1991. According to Lepresle, between 1960 and 1990, wine consumption declined twice as fast as it did after the law came into effect.

Lepresle also noted that beer has been gaining market share in France over the past decade, despite being subject to the same advertising restrictions as wine under the Évin law. She suggested that factors such as the complexity of wine culture and communication may play a larger role in declining sales than advertising limits alone. Beer is seen as more accessible and easier to understand for consumers, while wine often requires more knowledge and education.

Another concern raised by Lepresle is that if the Évin law were abolished or relaxed, large beer and spirits companies would likely dominate any new advertising opportunities due to their greater financial resources. Small and medium-sized wine producers would struggle to compete with these larger players in terms of marketing budgets.

Lepresle also warned that efforts to change or repeal the Évin law could backfire. She said that there are currently more political pressures to make the law stricter rather than more lenient, especially regarding communication on social media platforms. According to her, reopening debate on the law could lead to even tighter restrictions on alcohol advertising.

The discussion reflects ongoing tensions within the French wine sector about how best to promote their products while navigating public health concerns and regulatory challenges. For now, many industry leaders believe that focusing on internal improvements—such as making wine more accessible and understandable—may be a more effective strategy than seeking major changes to national legislation.