👉 Background: France is known for the Eiffel Tower, flaky pastries, and top notch fashion. But, France is also the mecca for wine connoisseurs, with wine being one of the country's top exports.

👉 What happened: Now, the French government is paying over $330 million USD to farmers to destroy this season's surplus wine — enough wine to fill 100 Olympic-sized pools. The goal is to:

• Stem the chances of a collapse in wine prices.
• Help farmers find other sources of revenue.

👉 What else: Thankfully, all the wine that's been harvested will be distilled into ethanol and used in cleaning products and perfumes. But, it sounds like wine isn't the hot thing it used to be...

What's the key learning?

💡Drinking preferences are changing, as more people are cutting down on their alcohol consumption... and it seems French vineyards just haven't caught up.  

💡Get this: there was 32% less red wine consumption in France last year compared to a decade ago. It's happening in Australia too — more than one in three Aussies are reportedly reducing their alcohol intake and veering towards non or low-alcoholic beverage options.

💡Consumers are more aware and conscious of the health impacts of drinking, and a cultural shift towards overall wellness. So while young people are collectively waving adios to hangovers and Sunday scaries.. French wineries are burning up their wine

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