As I was perusing the Web this morning, reading a casual news story or two, I came across an article that caught my attention, French vinters aim for younger drinkers. Anything relating to wine catches my attention, so I clicked on the link and proceeded to read.

In short, lawmakers agree in France that the country’s youth needs a better wine education. Average consumption per person has dropped from 26 gallons per year, about 423 glasses, in 1970 to 15 gallons per year, about 234, in 2003.

We actually discussed this fact during wine class at Le Cordon Bleu Paris. And to the French, in my opinion the best wine producing country in the world, this is a very big deal. Wine here in France is highly prized and there’s a lot of pride in each bottle.

So why has consumption dwindled in recent years? Recent speculation points the finger at several factors. One, the French used to enjoy long, leisurely two hour lunches. Friends, co-workers, and businessmen would gather to enjoy each other’s company, discuss business, and of course eat and drink. Unlike the States, it’s not frowned upon to have a couple glasses of wine while you’re on the clock. In fact, it’s a right. But as France steps up to global competition, the two hour lunch is quickly vanishing. Most of the business people I’ve spoken to no limit their lunches to under an hour, which leaves little time to savor a glass of house red.

Another problem with dwindling consumption lies oversees. Demand has dropped sharply in recent years. As foreign countries increase their own production, demand for foreign wines drops. And then there’s politics. Look what happened a couple years ago in the US. When France didn’t support the US decision to invade Iraq, all of a sudden French wine was ending up in the garbage. We wanted to show that European country just how big we really were, so we destroyed hundreds of cases of beautiful wine and coined the name Freedom Fries. A little childish if you ask me.

Overproduction is also to blame. To keep prices in check, the European Union has actually paid producers to destroy billions of bottles of wine per year. Farmers are even leaving ¼ of their grapes on the vine after harvest. It seems a shame to see such a wonderful thing go to waste.

But back to the topic at hand – marketing to younger drinkers. Arguably, the French call it education. I’ve been in marketing 12 years, so they don’t fool me. The articles states that 37% of French ages 17 – 25 enjoy drinking wine while 95% prefer another drink. Remember that the legal drinking age here is 18.

Most children grow up drinking wine with their parents at dinner. Does that make them early candidates for alcoholism? It’s a fine line, but I think not. One thing I’ve noticed since I’ve arrived is the French attitude toward alcohol, especially wine. It’s meant to be appreciated, not abused. I don’t see the rampant drinking and partying like I do in the Sates.

One could also argue that wine is part of French culture and history. The French have a love affair with food and the experience that food creates. Wine enhances that experience and takes it to a whole new level. Wine rune through a French person’s blood – it’s part of him and he’s a part of it. The two are inextricably entwined.

So the next time you’re at the store, why not give France a hand? Bring home a bottle of Bordeaux, Burgundy, or Cote du Rhone. Raise a glass with your friends over the holidays, or enjoy one yourself on a cold winter’s night. It’s about enjoying the moment you’re in and sharing that with the people you care about.

Cheers!

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