Robert Demoy owns the Cidrerie du Minot in Hemmingford and is vice-chairman of the Éduc'alcool board of directors, sitting as representative of the cider industry. He's also a strong proponent of an educational, as opposed to restrictive, approach to drinking. "Experience has shown that criminalizing alcohol has never been a long-term solution. The educational approach is unquestionably more difficult, but it produces much better results."

Even the attitude toward education and prevention is changing. Almost all local Quebec producers now have interpretation centres, and offer guided tours of their facilities to inform people about harvest and production techniques. "Most of our visitors are families with young children. The parents come to taste our products while the youngsters are interested in seeing how apples and grapes can be turned into alcohol through fully natural processes.

I think it's essential to let kids know at a very young age about alcohol as a social drink.

For years, the subject was taboo. But it's not good to make such an issue of drinking that kids develop a disproportionate interest in it."

Demoy then asks a delicate question. "Should minors accompanied by their parents in public places be forbidden to drink? Can't such a ban lead to abuse by 18-year-olds who want to prove that they're now adults? Why are teenagers the most difficult group to reach with moderation campaigns? I don't necessarily have all the answers, but I think it would be a good idea for us, as a society, to ask such questions from time to time."

In countries such as France and Italy, children are introduced to alcohol by their parents.

"It starts with a glass of watered-down wine on holidays and special occasions. Later, they're allowed a few sips of cider or beer... This has to do with learning about enjoying the good things in life; it has nothing to do with the percentage of alcohol content.

"Is it a matter of culture, custom or education? We know one thing: in France, there are fewer problems with alcoholism in the wine-producing regions than in the non-producing areas. Similarly, here in Canada, Quebec is the province with the most liberal attitudes toward drinking and the fewest drinking-related problems. I think this is partial proof of the virtues of education over prohibition."

There are many reasons why the industry is endorsing Éduc'alcool so enthusiastically. As Robert Demoy says, one of them is very simple: "None of our members wants alcohol to become a scourge of society. Unlike most other businesses, our biggest customers may well be our worst enemies..."

Demoy is impressed, but not surprised, by the solidarity uniting the alcoholic beverage industry around Éduc'alcool programs. "Current programs have proven their value, and the results are very interesting. At every board meeting, people raise valid issues that keep the debate going. However, I don't know if we'll be able to find a solution to every problem. We are still having problems reaching some groups effectively. Most of our efforts focus on them; yet overall, Quebecers have found a way to enjoy drinking responsibly."

 Robert Demoy recently had his
family in Normandy ship him an old
press used to make cider in the last
century. It now presides over the
exhibition room, reminding visitors
that the basics of cider production
have changed little over hundreds
of years.

Why do teenagers 15 to 19 in Quebec
drink so much? asks Robert Demoy.
"Are prohibition and taboos to blame?
One thing we know: in France, there
are fewer problems with alcoholism in
the wine-producing regions than in
the non-producing areas."