When Coca Cola takes over Dry January, the wine industry gets hot under the collar

Thursday January 16 2020 by Vitisphere

Portraying itself as a healthy promotion of drinks with no added sugar (Fanta Zero Orange, Coca Cola Zero...), the advertising campaign is full of unhygienic sweeteners, as pointed out by the satirical journal Charlie Hebdo ('sugar-free but not chemical-free').Portraying itself as a healthy promotion of drinks with no added sugar (Fanta Zero Orange, Coca Cola Zero...), the advertising campaign is full of unhygienic sweeteners, as pointed out by the satirical journal Charlie Hebdo ('sugar-free but not chemical-free'). - Photo credit : CC0 Creative Commons

New Year, old issue. If the so-called wine lobby is playing into the hands of brewers and spirits manufacturers, are the temperance advocates opening the floodgates for sodas and sweet drinks? Inspired by the idea of France’s first alcohol-free month, dry January, or #DryJanuary, ultimately organised by anti-alcohol associations without government support, the Coca Cola France group has just mounted a campaign for its sugar-free sodas: “#SurvivingJanuary, survive the month of January” which calls on the public to “change its vision of the aperitif” (see photo below).

Portraying itself as a healthy promotion of drinks with no added sugar (Fanta Zero Orange, Coca Cola Zero...), the advertising campaign is full of unhygienic sweeteners, as pointed out by the satirical journal Charlie Hebdo ("sugar-free but not chemical-free"). But the prize for scathing irony goes to the wine industry, unable to accept the opportunistic way Coca Cola has claimed the initiative for itself. “Dry January does have a slightly sweet taste”, claimed journalist Jacques Dupont from the magazine Le Point. “This month, several associations funded by the French state are asking French people not to drink wine, which basically boils down to public funding being indirectly used to promote Coca Cola. It’s appalling”, commented winegrower Joël Forgeau (chairman of Vin et Société). “When subsidised prohibitionists become the idiotic allies of those dishing out the poison”, summed up blogger Vincent Pousson (Idées Liquides et Solides).

 

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