French Crossroads: The Rise Of France's Other Liquors

There is more to this nation than champagne, wine, and Cognac.

These are tough times for much of France’s traditional wine and spirits industry. First, despite their global image as wine-guzzling maniacs, the French are actually drinking far less wine than they did once upon a time.

According to The Guardian: “A survey last November found the consumption of red wine had plunged by 32% in 10 years, mainly in the 18-35 age group. The poll found the decline’s main causes were people eating less red meat, fewer families dining together, and an increase in households with single parents who did not drink alone.”

As such, domestic sales are so bad that winegrowers are asking for extra financial support from the government while threatening to destroy parts of their fields as well as unsold stocks of some vintages to lower production, increase prices, and make room for new vintages. (Supply and demand, ftw!)

However, not all hope is lost. The French have belatedly gotten on board the artisanal spirits bandwagon. Across the country, independent distilleries are popping up making a range of gins, rums, vodkas, and whiskies that are surprisingly good.