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" has taken a surprising turn. As wine enthusiasts, we have 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 blow for Carrefour

On 18 December 2024, the Paris Judicial Court handed down a ruling that shook the retail giant Carrefour. The French courts banned the sale of an alcoholic cocktail bearing the words "Emily in Paris". The decision followed a complaint filed by the association Addictions France, which works to prevent addiction in France.

For those of us who travel the vineyards of the world, this case is a reminder of how important the regulation of alcohol advertising is. In France, the 1991 Évin law strictly governs the promotion of alcohol, considerably limiting the kind of creative marketing we see in other countries.

The subtleties of French law on alcohol advertising

French legislation is particularly strict when it comes to promoting alcoholic drinks. Here are the main points to remember:

• Advertising must be limited to objective information
• The alcohol content and composition of the product may be mentioned
• Production terroirs and organoleptic characteristics are allowed
• Any encouragement to drink is prohibited

In the case of the "Emily in Paris" cocktail, the court ruled that the use of the Netflix series' brand went beyond the informative scope permitted by law. This ruling reminds us of the importance of vigilance in our sector, where the line between information and encouragement can sometimes seem blurred.

The consequences for Carrefour and the drinks industry

Following this ruling, Carrefour had to remove from its website every depiction of the Chamère brand's alcoholic drinks bearing the words "Emily in Paris". The retail giant was also ordered to pay €8,000 to Addictions France, including €5,000 for non-pecuniary damage.

This case is reminiscent of other international disputes over alcoholic drinks, such as the one involving Havana Club rum. Situations like these highlight the challenges our industry faces in a globalised world where regulations vary considerably from one country to another.

Here is a summary table of the sanctions imposed on Carrefour:

The impact on alcoholic drinks marketing in France

This court ruling will probably have major repercussions on the marketing strategies of alcoholic drinks brands in France. As professionals in the sector, we will have to be twice as creative to promote our products while scrupulously complying with current legislation.

It is worth pointing out that this case comes at a time when alcohol consumption in France is on a downward trend. According to Santé Publique France, average consumption of pure alcohol per inhabitant aged 15 and over fell from 26 litres a year in 1961 to 11.4 litres in 2020. This change reflects a collective awareness of the risks of alcohol abuse, which we welcome as responsible professionals.

As sommeliers and informed enthusiasts, we will continue to promote an approach based on quality and the sensible enjoyment of wines and spirits. This case reminds us that our role is also to educate the public about responsible, ethical consumption of alcoholic drinks.