Interview of a decision-maker : Sylvie Hénon-Badoinot

France Interview

Interview of a decision-maker

Sylvie Hénon-Badoinot

Appointed President of the French Federation of Spirits (FFS) on last April, Sylvie Hénon-Badoinot accepted the challenge to promote the dynamism of 200 French companies, producers and distributors of spirits, and to defend the heritage of 24 regions. After having leaded for 9 years the destiny of the association Entreprise et Prévention, the CEO of the group Bacardi Martini France has become the priestess of the slow drinking spirit. One of this enthusiast, lively and epicurean woman's mission in the FFS is to put forward lifestyle à la française and pleasure-tasting of spirits!

Sylvie Hénon-Badoinot, how are spirits in France?
The spirits market in France has been developing in value for many years. Like wine, the after-dinner drink has decreased in consumption frequency and in volume but it remains the prerogative of grand tables, privileged tasting opportunities and exceptional moments. The consumption out of home mainly concerns Cognac, Calvados, Armagnac but also eaux-de-vie, liqueurs, jenever, whisky and vodka.

Is the sommelier a major prescriber for spirits?
The gastronomic meal registered on UNESCO’s world heritage list reminded us this: the after-dinner drink is an integral part of this meal, at the same level than the aperitif by the way. The sommelier's role is essential is this taste journey. When he goes out, the consumer wants to be delighted. He wishes to experience a unique moment and to discover exceptional spirits whose history and origin will be told by a passionate expert.

Has the spirit consumer's demand evolved?
Nothing moves a French more than commenting, exchanging, sharing his experiences. In everyone is concealed a connoisseur! In a 40-year time, French people have mainly discovered whisky. Some initiated consumers spend hours to find rare malt, an Islay, a blend of more than 21 years old… They learnt to know the characteristics that differentiate the Irish whiskey, the American Bourbon, the Japanese and even the Breton or the Corsican. The diversity of the whiskies is just like that of wine or cheese and is in fact a much appreciated category of spirits. The choice of a spirit of course depends on the moments and opportunities of consumption.


Fédération Française des Spiritueux
7, rue de Madrid - 75008 Paris
Tél.: +33 (0) 1 53 04 30 30
www.spiritueux.fr

How does the French Federation of Spirits accompany the discovery of spirits?
The French Federation of Spirits' role is to accompany the development of this culture of the exception, especially through the Slow Drinking concept. We praise a genuine lifestyle around the tasting of spirits. We put forward traditions that have been criticized too often because of a lack of knowledge. It is our duty to build our future by highlighting the diversity of tastes and histories of all these spirits that delight our palates, not to forget information and education. We also communicate about the equivalences between standard glasses in order to avoid disastrous caricatures of strong alcohol. The art of enjoying and sharing is explained in 10 lessons in the slow drinking guide that privileges conviviality and responsibility. So doing each slow drinker has references enabling to preserve security and health. He can thus practice the art of pleasure-tasting in total serenity.

Interview by Sarah Canonge

Slow Drinking: new movement gathering those who love life and its pleasures and who share the will to turn the consumption of alcohol into art of tasting. It prefers quality to quantity, favours conviviality and responsibility, and banishes overindulging and drunkenness.