France has long been the haven of wine drinkers. Its populace, accustomed to sit-down meals preferred wine and beer was certainly not the tipple of choice
But France herself is a nation of beer drinkers at the moment. Beer has indeed enjoying it’s time in the sun in the land where
wine snobbery is supposed to have originated.
France is consuming more beer than wine, according to International Organisation of Vine and Wine. It is about 10 million litres more, to be precise.
Time was that this state of affairs was unthinkable in the land of Burgundy, Bordeaux and Merlot. Now it appears to be a more sober place.
Part of the reason could well be generational. Gen Z’s aversion to drinking has been reported from United States and Europe.
Alcohol sales have fallen by about 20 per cent. When the young like to drink, beer is the tipple of their choice.
This appears to be a fallout of rising cost of living and the decline of the “hang out” culture. The drop in wine consumption appears to be in favour of digital socialisation.
Beer is cheaper. It is also considered to be a more casual drink.
In France, wine is associated with a formal sit-down meals which are ceremonial. Wine is considered to be too stuffy by a generation that prefers to eat on the go.
Yet, those celebrating the end of what they consider to be an elitist circus around wine perhaps should have hold off ordering another round. There is a boon in France’s craft beer industry.
It indicates affectation have merely been displaced onto a new subject. In other words, what was once prized in wine is now sought in beer.
