Thursday saw a succession of demonstrations against the censorship that the wine world in France believes it has fallen victim to in recent months. Alain Juppé, Mayor of Bordeaux, was photographed as he symbolically covered up a road sign indicating the city's name.
This photo was shown all over the world : Bordeaux, the world capitol of wine having it's name covered up by a large sticker with the word "Censored". The scene took place yesterday in the Place de la Bourse, opposite the Garonne River. It was an example among many during this day of demonstrations against what the wine industry in France considers to be unfair censorship.
Indeed, wine professionals in France, the world leader in production, consumption and exportation of wine are "furious, to say the least,"says Alain Vironneau, who is the president of the Bordeaux Wine marketing board. He was not alone. Over 150 professionals and political figures were present at this symbolic masking of the name of the world's most famous vineyard.
A succesion of obstacles has hit the French wine industry recently. The first is in the legal grey area surrounding the use of the Internet as a marketing medium for wine and other alcoholic drinks. Then comes the absence of a clear definition of publicity as opposed to informative articles about wine in the press. In addition to these debates, the government has just voted a rise in taxation on wine and spirits in order to cover the Social Security deficit. Finally, there is talk of banning free wine tastings during wine fairs.
"All this handicaps the professional wine sector, when what we need to concentrate on most is encouraging consumers to practice moderation. That should be the universal goal," explains Mr.Vironneau.
All over France, the operation, named "Censorship - a sign of things to come", was described as a great success by the organisers. It's aim to draw public attention to the debate was achieved and Alain Juppé, along with two pillars of the Bordeaux wine community, André Lurton and Jean-Michel Cazes, rallied the troops : "Prohibition has never worked," said a stern Alain Juppé, "...this is not just a question of selling bottles. In France, the fruit of the vine represents one thousand years of history and a national, cultural heritage which encompasses a craftsman's art and a landscape."
Jean-Michel Cazes, owner of Château Lynch-Bages in Pauillac, urged observers to "..realise that some people in this country want to abolish our profession. Be prepared to fight to save it!"
The idea certainly seems to be gaining ground.
To be continued....on sudouest.com : visit our website for photos and videos of the various demonstrations by wine professionals in the region, as well as interviews of Jean-Michel Cazes and André Lurton and send in your views to our forum.
César Compadre
doc@sudouest.com
S.O. 31/10/08
Translated by Maxine Colas.