At a time when associations fighting against alcoholism are outraged by the laxity of the latest awareness campaign carried out by the government, it is time to demonstrate that the wine industry is not ONLY about alcohol but above all know-how which generates no less than 500,000 jobs throughout France. A heritage passed down from generation to generation where each vintage puts the winegrowers' nerves to the test, a daily learning process vintage after vintage which calls for the greatest humility possible.
The objective of this article is in no way to advocate excessive alcoholism but rather to show that moderation does not rhyme with prohibition. To do this, we must change consumption patterns so that “drinking less” evolves into “drinking better”, or more simply, reducing quantity and increasing quality.
Nowadays, younger generations are increasingly abandoning wine in favor of beer and various existing spirits (Gin, whiskey, vodka, etc.), the offer is just as vast, from entry-level for high-alcohol evenings at premium for real enthusiasts. The price range is not left out since there is literally something for all budgets.
Over the last decade we have seen the emergence of many local breweries or distilleries, giving the consumer the opportunity to boast of having the latest beer brewed 3 km from home or the latest gin distilled around the corner. . A concept in tune with the times, carbon footprint obliges. The appearance of these new, more urban production sites has reshuffled the cards for the alcohol market in France, favoring local over import. However, the wine world therefore finds itself harmed by seeing some market shares lost at a time when the entire sector is suffering (witness the uprooting of vines in Bordeaux).
But that's not all, the lack of knowledge of many consumers when it comes to wine is obvious. As if the duty of transmission by our elders had not been done. Still too many people consider that wine is a domain reserved only for those in the know, whereas today, in the digital age, obtaining information has never been so simple. Many learning centers offer sessions adapted to different levels of tasting, all over France. Moreover, since the various confinements due to Covid, the number of remote sessions has continued to grow, allowing those who do not have the opportunity to travel to still train.
Furthermore, many châteaux, estates or winegrowers are increasing their visibility on the internet through their website but also by having a greater presence on social networks. It was then that influencers appeared who, through photo or video posts, share their discoveries or visits to domains with their community, therefore advertising sometimes free of charge, sometimes for remuneration.
Finally, it must be admitted that the wine tourism offer has never been so considerable. Where around twenty years ago the doors were closed, more and more properties are being revealed to the general public. The cellars no longer just accommodate wine, but also small groups of curious people wishing to satisfy their thirst for knowledge.
Everything is therefore being done to rekindle consumer appeal for wine, and this is no small feat.
A question then legitimately arises. But what is wine? I will give you my definition and you will understand the meaning of the title of this article: “and why not wine? ".
For me it is above all a question of inheritance, not in terms of property (even if we know that this is generally the case) but rather in terms of agriculture and know-how. If today's wine is what it is, it is thanks to the work of our elders, the mistakes they may have made, but above all the lessons they were able to learn from them. The work in the vineyard is constantly progressing, and is ever more respectful of its environment, notably with sustainable, organic or biodynamic cultivation methods. Awareness or better adaptation of humans to their land?
Winegrowers can rely on numerous studies carried out, particularly on the soils, which allows them to work with more precision in order to be able to get the best out of each plot. The objective is to better understand your terroir to work as closely as possible with it. As some say so well, it is so easy to make good wine when you master your terroir by working it with respect.
In the cellars, winemaking is also much more precise thanks to the emergence of oenologist firms who put their knowledge to the benefit of winegrowers. The materials used are more technological with, for example, the use of double-walled tanks with a number of containers equivalent to the number of plots exploited. A so-called piecemeal work with the aim of going ever further in the quest for accuracy and finesse.
Aging methods are also constantly evolving, as proof: more and more châteaux in Bordeaux are abandoning the famous new 225 liter barrel in favor of tuns, amphoras, etc. The introduction of new containers reducing the impact of wood perfectly illustrates the questioning that there has been on the part of the castles. The abusive use of wood has been so criticized by consumers in recent years that it has largely contributed to the very famous, and no less criticizable, “Bordeaux bashing”.
Finally, the marketing methods are so vast that today it is very easy to find very good wines. However, the offer is so extensive that customers can find themselves lost, hence the interest in knowing a little about it. Wine merchants, large retailers, specialized salons, the consumer can easily find what they are looking for and for all budgets, thus sweeping away preconceived ideas about certain regions which would be unaffordable in the imagination of some.
Thanks to all this, we have seen the rebirth of certain French regions previously producing “terroir wines”, which today benefit from appellations with real specifications validated by the INAO (National Institute of Origin and the quality). As proof, the renaissance of wines from Languedoc-Roussillon in particular which are seeing their prices explode.
Let us therefore not forget that it is above all the cultivation of a fruit which, thanks to the hand of man, subsequently becomes a drink of pleasure. Besides, let's stop using the term drink and use more simply that of tasting. For many people this term is quite derogatory and suggests excess, whereas the word enjoy is intended to be more reasonable and elegant.
So let's taste, but let's taste good! Let’s stop this excessive consumption and move forward with the quest to “taste better”. Nowadays there is something for all tastes and budgets, so aside from criticism about this or that region, don't be afraid to get off the beaten track. Large châteaux and small winegrowers alike will find something for everyone, and that’s the main thing.
Finally, let's raise our glasses to support this sector and all its stakeholders.
So don't forget that alcohol abuse is dangerous for your health, consume in moderation (a guest that is often too forgotten)!