Emily in Paris cocktail banned from sale at Carrefour!
In the world of wine and spirits, we are used to seeing unexpected collaborations. But, the recent case involving Carrefour and a cocktail inspired by the series "Emily in Paris" took a surprising turn. As wine enthusiasts, we followed this story with interest, as it raises significant questions about the promotion of alcohol in France.
The ban on the “Emily in Paris” cocktail: a major blow for Carrefour
On December 18, 2024, the Paris judicial court issued a decision that shook the retail giant Carrefour. The French justice system banned the marketing of an alcoholic cocktail bearing the words "Emily in Paris". This decision was taken following a complaint filed by the Addictions France association, which works to prevent addictions in France.
For those of us who travel the world’s vineyards, this case is a reminder of the importance of regulation when it comes to advertising alcoholic beverages. In France, the 1991 Évin law strictly regulates the promotion of alcohol, severely limiting the creative marketing opportunities we see in other countries.
The subtleties of French law on alcohol advertising
French law is particularly strict regarding the promotion of alcoholic beverages. Here are the main points to remember:
- Advertising should be limited to objective information
- The alcohol content and composition of the product may be mentioned
- The production areas and organoleptic characteristics are authorized
- Any incentive to consume is prohibited.
In the case of the "Emily in Paris" cocktail, the courts ruled that the use of the Netflix series brand exceeded the informational framework authorized by law. This decision reminds us of the importance of vigilance in our sector, where the line between information and incitement can sometimes seem blurred.
The consequences for Carrefour and the beverage industry
Following this decision, Carrefour had to remove all representations of Chamère brand alcoholic beverages bearing the words "Emily in Paris" from its website. The retail giant was also ordered to pay 8,000 euros to Addictions France, including 5,000 euros for moral damages.
This case is reminiscent of other international conflicts over alcoholic beverages , such as the one involving Havana Club rum. These situations highlight the challenges our industry faces in a globalized world where regulations vary considerably from one country to another.
Here is a summary table of the sanctions imposed on Carrefour:
| Sanction | Detail |
|---|---|
| Withdrawal of products | Any representation of Chamère with "Emily in Paris" |
| Prohibition on sale | Alcoholic drinks Chamère mentioning "Emily in Paris" |
| Damages and interest | 8,000 euros to be paid to Addictions France |
The impact on the marketing of alcoholic beverages in France
This court decision will likely have significant repercussions on the marketing strategies of alcoholic beverage brands in France. We, professionals in the sector, will have to be more creative in promoting our products while scrupulously respecting the legislation in force.
It is worth noting that this case comes at a time when alcohol consumption in France is on a downward trend . According to Santé Publique France, the average consumption of pure alcohol per person aged 15 and over has fallen from 26 litres per year in 1961 to 11.4 litres in 2020. This development reflects a collective awareness of the risks associated with alcohol abuse, which we welcome as responsible professionals.
As sommeliers and enlightened amateurs, we will continue to promote an approach based on quality and the reasoned appreciation of wines and spirits. This case reminds us that our role is also to educate the public on responsible and ethical consumption of alcoholic beverages.
