Blog: Driving insane
Chris Brook-Carter | 18 November 2003
The move has come after sales of wine in French restaurants registered a 15% drop following the latest drink-driving campaign by the French authorities. In response, the trade organisation Afivin plans to launch a $350,000 initiative, the purpose of which is to convince motorists that they don't have to stop drinking altogether.
Some of the suggestions made by the national wine producers' association are credible – the idea of supplying restaurants with breathalyser tests in particular. But, in general, this is a misjudged marketing effort.
So wildly do the effects of alcohol vary person-to-person and even day-to-day on the same person that these French campaigners are treading on very dangerous ground suggesting that, even in moderation, it is acceptable to have a drink and get behind a wheel.
"In case of doubt, the easiest way to be sure you don't break the limit is to refrain from drinking," said Transport Ministry spokeswoman Emmanuelle Dormond, quite rightly.
But this case once more highlights the archaic attitude so many French producers have towards selling their wine. From subsidies for over-production to the dismissive nature with which competitors from the New World are viewed, French winemaking still suffers from over-inflated opinion of its own importance.
"People are so afraid of the police these days that they're not drinking any wine at all," said Pascal Bobillier-Monnot, director of France's national wine producers' association, as if this is in some way a bad thing for anyone using France's roads.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Focus - Remy Cointreau's H1 Performance by Brand
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"