Decreased consumption?Regardless of the pandemic, the per capita consumption of alcoholic beverages in France has been significantly falling since the 1960s. A key indicator of this phenomenon is wine consumption, one of French people’s favorite alcoholic drinks. Indeed, the population appears to have turned away from table wines in favor of higher-quality wines in recent years. On the other hand, after an increase until the 1980s, then a decrease until 2010, beer consumption has lately risen again, mainly driven by craft beers and fruit-flavored beers.
The risk factorAnother explanation behind this reduced consumption are the health risks associated with alcohol. For instance, cancer has been linked to alcohol consumption. On the other hand, many awareness campaigns have been carried out to warn against the dangers of drunk driving.
As a result, in France, the law limits the content of alcoholic beverage advertisements to their so-called "objective" elements (origin, description, method of consumption, etc.). Except in special cases, the law requires that advertisements include the preventive health message "L’abus d’alcool est dangereux pour la santé" - "Alcohol abuse is dangerous for your health".