Wine Law

312 WINE LAW The beer 86’s package promoting a game for which the prize was a trip to Amsterdam was also considered as illegal advertising 53 . The sentence “discover the true face of Amsterdam” was deemed as an incentive for the consumer to drink by associating beer to a game, as well as with luck, travelling and discovery. Along with a small fine, they were sentenced to withdraw the product under a penalty of 1,000 € per day, which amounted to a colossal loss, combining the campaign, the dry matters and the logistic cost of the withdrawal. So, a good advice would be to be careful not to reproduce on the wine bottles images or mentions that might be contrary to Loi Evin. In case of doubt, removable bottle neck hangers and collars or flyers could be a good option for the promotional operations. 3.3.2. C OVERING FOILS FOR RENOVATED BUILDINGS IS NOT A MEDIUM ALLOWED A recent Heineken case illustrates the strict interpretation of the law by the judges. In this case, the advertisement was not on a billboard strictly speaking but on the covering foil of the facades of renovated buildings. It was held that the media allowed by the law were to be strictly interpreted and that foils could not be regarded as billboards. Therefore, the media was illegal for an alcoholic beverage 54 . 3.4. Some Disappointed Hope for the Contents Allowed As far as the content is concerned, Court disagreements can be pointed out, with the Court of Appeal of Paris showing some signs of flexibility. Although some kind of permission can be perceived on visuals, the judges tend to strictly control the slogans. 53 TGI Paris, 18 May 2017, no. 17/54224. 54 TGI Paris, 14 September 2017, no. 14/16592, and CA Paris, 14 November 2019, no. 17/18804.