The new French president has no intentions to abolish Loi Evin, but he does want to promote wine as an integral part of French culture. However, this is something he has to balance with his social conscious, as he also set out to promote ‘responsible drinking’ in his manifesto. ‘Binge-drinking’ may not be as widespread in France as it is in the UK, but France does nevertheless have one of highest alcohol consumption levels in Europe per person. Hollande’s view on the Loi Evin is that the law has its virtues, its limits and its constraints, but believes it is better to promote wine through gastronomy, terrier, image, etc. That way people view wine not as alcohol, but as an element of French savoir-vivre and tradition.