Wine Law

excessive alcoholism. As discussed above, there was initially common agreement between the policy of hygienism and the wine industry. Over the past thirty years, this relationship has deteriorated into one of opposition, even rivalry, in part through a toughening of the policy, the basis of which has been criticised in the specialised press 13 . The Evin law of 10 January 1991 (I.1.) reinforced the stricter policy. However, wine is an agricultural product with strong cultural, territorial and symbolic roots, which go far beyond its sole economic weight, contrary to what its detractors may claim, which is why it should not be defined solely as a drink with an alcohol content (I.1.). I.1. From unrestricted communication to a stricter framework for wine advertising The democratisation of wine consumption ended with the First World War and the "Pinard des poilus" which became the "wine of victory". Wine thus became a patriotic drink 14 . Under the law of 6 May 1919 relating to the protection of appellations of origin, the French wine-growing landscape was rebuilt during the period between the wars. Gradually, the State took certain measures to ban the consumption of alcoholic beverages, beginning with the law of 15 April 1954, which dealt with the treatment of alcoholics who posed a threat to others, followed by the law of 28 November 1956 to end child alcoholism. The consumption in canteens of alcoholic beverages was prohibited for underage children i.e. younger than 14. In the past, it was acceptable to drink alcohol in school and some advertisements even promoted the merits of drinking and the benefits of alcohol for children. Alcohol brands were distributing their leaflets within schools and claiming that alcohol was good for the health of the children. At that time, alcohol was believed to be able to fight germs, and each child was entitled to half a litre of either wine, beer or cider. The ban did not include young people over the age of 14 who were allowed to consume alcoholic beverages with an alcohol content of less than 3 degrees. A circular, dated 3 13 J. Dupont, "Agnès Buzyn against the wine industry: the dictatorship of hygiene", www.lepoint.fr , published Feb. 17. 2018 14 R. Poincaré will say on this subject that wine is “the essence of joy and health, extract of Gallic mood, reflection of the sweet country of France", quoted by Ch. Lucand, Le Monde Diplomatique, August 2019, "Le "Wine" or the blood of the hairy”.