New Radiance in the Tricolour — Changes in French Drinking Patterns

Abstract

During the past fifteen years the alcohol culture in France has undergone remarkable changes. The French, for whom a meal without wine is no meal, have decreased their alcohol consumption from about 20 to 11.9 liters (absolute alcohol per capita). This has been a trend in all age groups, although most markedly among those under thirty-five. The common denominator has been “less, but better”, which means quality wines and imported spirits. The effect of this “drying” can be seen in the health statistics, which show, for example, that the frequency of cirrhosis has decreased by one-half, due to less heavy consumption. The drinking trend is reflected also in attitudes toward alcohol advertising: the new French law on alcohol advertising is said to be the strictest in Europe. France played an active role in formulating the health policy in the Treaty of Maastricht — perhaps a sign of French aspirations to be a model, also in this respect, for all Europe.