What is it with French politicians? Are they nuts?
I’m referring to the way that they seem to be hell bent on damaging one of the things the French do best: making wine.
France is blessed by some of the best places in the world to grow wine grapes. It makes some of the world’s greatest wines. Burgundy, Bordeaux, Champagne, the Loire, the Rhone… that’s just for starters. And because of the concept of terroir, no one else can make these wines.
France should be proud of its wine industry. And the politicians should do all they can to support and promote French wine. It’s a no brainer. Play to your strengths.
But instead we have the Loi Evin. The law that massively restricts the ability of wine producers to advertise their wines. There’s even talk about expanding the Loi Evin to ban writing about wine. So no more French wine bloggers; no more French wine journalists. How crazy is that?
Advertising is an important element of brand building, so the Loi Evin is hindering those who’d want to build strong French wine brands. And France needs strong brands, because without them there is no profitability at the commercial end of the wine market.