Wine Law

9 This Bordeaux campaign was also banned due to the slogan “ Buvons moins. Buvons meilleur. ”, which translates to “Let’s drink less. Let’s drink better”. It was deemed as a means to encourage consumption 33 , perfectly illustrating the fact that the law makes no difference between an encouragement to have a responsible consumption and an encouragement to binge drinking. Plus, it can be speculated that the woman looking too good probably did not help the campaign. Advertising based on seduction, such as the ones below, is forbidden 34 . Even though nobody is depicted in the images, they set up evocative of seduction, which can be enough. Something similar happens in this advertisement: although no one is depicted, only two glasses of wine being showed, it was considered as too evocative of conviviality and seduction between human beings 35 . Moreover, the slogan – “who dare saying that youth cannot rhyme with delicacy?” – did not help either. Even if Cabernet d’Anjou is a wine that does not need to age – and so, one drinks it young –, which was the defence’s argument – the youth referred to the wine itself and not to the consumer –, the High Court censored the ad for not being a purely objective message on the characteristics of the product. 33 TGI Paris, 18 March 2004, Legipresse 2004, no. 211, I, p. 66. 34 TGI Paris, 23 June 2006, no. 06/54499. 35 Cass. civ. 1 e , 22 May 2008, no. 07-14.984.