The thirst for more knowledge...
of alcohol and ourselves
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As chairman of the board of Éduc’alcool, Jean-Guy Dubuc is often asked to define the concept of moderation.
The trouble is, people usually want some magic answer, as in X drinks a day, X days a week. But alcohol is not just any product, and simple answers just aren’t adequate.
"You can have two or three drinks under certain circumstances, and enjoy yourself immensely," says Dubuc.
"But six drinks are not twice as enjoyable. Furthermore, what’s good for one person is not necessarily good for another; we also know that there’s a difference between drinking in the morning on an empty stomach or drinking in the evening with a meal. In other words, moderation means knowing something about alcohol and about yourself. You should be seeking the pleasurable experience, not inebriation. In that regard, I believe Éduc’alcool has done much over the last ten years to uphold good values and increase our sense of responsibility." |
Jean-Guy Dubuc,
Chairman of the Board of Éduc'alcool.
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Dubuc appears to be talking about the fine art of living, a broad notion encompassing more than the usual concerns about morality and people's definition of moderation and enjoyment. "We used to have laws and traditions, written and unwritten, to set standards and govern our behaviour. Now, each of us faces our values alone. If Éduc'alcool can bring people to a certain level of awareness, get them to ask themselves even a few questions about how they want to live their lives, and in what type of society they want to raise their children, I think we'll have accomplished something remarkable. Ultimately, Éduc'alcool teaches accountability."
"Please don't misunderstand me," adds Dubuc. "I don't want you to think that an organization like Éduc'alcool can make such changes all alone and lead people where they don't want to go. Of all our achievements, the ones we're most proud of are the partnerships we have built over the years – associations with the Quebec College of Physicians, the Department of Education, school boards, driving schools, the car dealers' association, regional tourist associations, the life-saving society, and many others.
"These partnerships allow us to offer possible solutions to people who ask themselves those fundamental questions, or who face unexpected challenges related to drinking and its effects. We want to improve communication, foster discussion on responsible behaviour, move away from the admonishing approach and focus on managing pleasure... These are serious issues that have more to do with cultural and social mores than with laws and the fear of losing your drivers' licence."
"Éduc'alcool teaches accountability."
Like many Quebecers of his generation, Jean-Guy Dubuc believes that a critical change occurred the year of Expo 67. "Back then, people drank in taverns. The closed environment – you couldn't even see in from the street – promoted heavy drinking. Expo brought people from around the world, and with them came different values, such as the value of drinking for the pleasure of it, rather than to get drunk."
The culture of inebriation is still with us, of course. But statistics show how far Quebec has come in a few decades. The average Quebecer is now considered a moderate drinker, whose behaviour is more in keeping with that found in European countries.
Opening up to the rest of the world led to other, unexpected changes. "Today in Quebec, we have a remarkable number of wines from many different countries. If you go to France or Italy, you'll find more local and regional products, but less of an international selection than here. I believe this has had a real impact on our understanding of the world and our interest in what lies beyond our borders. In that sense, drinking a glass of wine is not just a delight for the senses, it is a cultural experience as well. This same 'thirst for knowledge' has extended to the beer market. There are now dozens of different beers that people enjoy for their particular taste and qualities, not for their alcohol content. It demonstrates the extent to which we have changed from party drinkers to budding connaisseurs."
In closing, Dubuc quotes 17th-century English philosopher John Locke: "There is nothing in the mind except what was first in the senses."
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