SELLINT WINE TO THE FRENCH: OFFICIAL ATTEMPTS TO INCREASES FRENCH WINE CONSUMPTION, 1931–1936

Abstract

ABSTRACT In the early 1930s, France faced a steadily worsening surplus of wine as a series of large harvests combined with the effects of a worldwide and domestic depression. During this period, successive governments were unwilling to limit France's wine production. The French State, believing that increased wine consumption would liquidate the surplus, therefore undertook the strategy of persuading French consumers that it was their patriotic duty to drink more wine. This article examines attempts to encourage wine consumption in France. It particularly analyses the efforts of the Comité de propagande du vin, set up by the government in 1931. It looks at the methods employed by the committee to encourage wine consumption including radio broadcasts, cinema films, poster campaigns, touring wine fairs, and sporting events. The article also discusses those groups such as teachers and doctors who supported the campaign and extended wine propaganda into France's schools and hospitals. The article suggests that the episode is a demonstration of the important role played by wine production and consumption in French national identity.