Marketing alcohol | France 2 | Envoyé Spécial

Every year in France around 45,000 deaths are attributed to alcohol abuse. The promotion of alcohol is tightly regulated. TV advertising is banned, as is any association with seduction or social interaction. And yet, certain manufacturers manage to employ surprising methods of communication: infiltration into bars, fake customers, bottles positioned close to star personalities. How far are some brands prepared to go to sell their products? To create a young and trendy image for their drinks, manufacturers have swamped the Internet. In 2009, after intensive lobbying at State level, the manufacturers obtained the right to advertise. What lies behind that decision? To keep up with the times, manufacturers spend millions every year on research and development. New tastes, new ranges: one producer opened the doors to his laboratory. What will the French be drinking this summer? Cyril Chapuis investigates the new ways producers market their alcohol.