Vinexpo is opening in Bordeaux in 2 days. The wine industry is as usual in that period under the scrutiny of international media since it is one of the strong events of the business. Weirdly enough two European governments chose this moment to announce new laws or reinforcement of existing laws in two countries, well known for producing great wines, France and Turkey. In Turkey, law number 6487 would put a lot of restrictions on the promotion and sale of alcohol. In France, the (in)famous Evin law would be reinforced: bloggers, whether they are producers, marketers or journalists would not be able to write about wine anymore or use social media to express themselves.

What is behind those projects? Taner Öğütoğlu, Director of Wines of Turkey, told Andrew Jefford: “We don’t know how to react. If there was a big threat of alcoholism, we would understand the need for legislation. But there isn’t; the level is very low here in Turkey – much less than 1% of the population. What the government is doing is bringing in religiously orientated restrictions.” Jefford also talked to the President of the Turkish Wine Producers’ Association, Ali Başman of Kavaklidere on the same topic: “[...] the law would make it hard for new products to be launched and discussed, for new restaurants wishing to serve alcohol to open, for wineries to sell on the internet and for ordinary Turks and overseas visitors to visit vineyards.”
For French health officials, Internet is the favorite media of young people. By forbidding wine professionals to write about alcohol, including wine, on blogs and social media, health official hope to decrease binge drinking.  In “real life”, young people don’t go on the Web to learn about alcohol, they go to the supermarket to buy spirits.

Is edicting a law the right way to prevent alcoholism or binge drinking? Prohibition in the US showed the inefficiency of such tactics. Alcohol became even more seductive because it was forbidden. Education on the other hand is a good way to promote moderation and to teach how wine is linked to the history and the culture of a country.

I wish a lot of people will attend the tasting organized by the Wines of Turkey during Vinexpo and will then testify of the long and beautiful history of those wines. I also wish that our politicians will come to Vinexpo, talk to producers and professionals passionate about their craft and business, taste some great wines from all over the world and come to realize that wine like music is one of the most powerful links between civilizations.

Binge drinking and its tragic consequences are very much in the mind of French politicians and health specialists. Unfortunately in order to reduce binge drinking, French authorities target the wine industry more than the spirits industry. Studies show clearly that young people get drunk in night clubs on cocktails based on spirits and not on wine.

A recent report on the prevention of binge drinking and alcohol related problems among the young people show that education is the best prevention. We already talked about the various possible opinions on the delicate subject of wine education: is it better to let young people taste a drop of wine in their early age like it is still done in many French families where wine is part of the lifestyle? Or is it better to just forbid alcohol in any form until adulthood? The debate is till going on and there is no certain answer.

That’s why a report signed by Prof. Jean-Robert Pitte, former President of the prestigious Sorbonne in Paris and Jean-Pierre Coffe is rather interesting. The report  states clearly universities should serve wine in their restaurants and educate students on wine. Both men recommend that wine tastings be organized in universities and university restaurants. The proposal makes sense if one takes into account that students from international business schools, such as our HEC or INSEAD, have wine tasting clubs open to their students.  Members of those clubs organize tastings and events with wine professionals. Wine is then considered as a cultural product, part of a highly elegant lifestyle. We are very far from binge drinking! The Ministry of Education, Valerie Pecresse, already ruled out the opportunity.

What’s good? What’s wrong? Education is the key to a better understanding of cultural values. Wine is part of the history of most European countries. Young people should be introduced to wine during their studies.  The wine industry, with its long history and economical importance in our troubled times, is not explained in any geography or history course. What’s wrong with our educational system?