Orange Juice: 100% Fruit Juice, with No Added Sugar.

Orange juice sales are growing fast worldwide and especially in France where sales have practically rocketed. The French people, who used to have only the revolting habit of dunking their croissants in their hot chocolate or their Camembert toasts in their morning cup of steaming black coffee, decided, by virtue of a Pavlovian mimicry of films, to begin the sacrosanct petit-déjeuner with a nice big glass of orange juice, full of vitamins and rich in fibre.

Act 2: In Vino Satanas or Thou Shalt Not Drink

Human prohibition having produced nothing good, unless you count seeing small-time contraband crooks turning into big-time organized crime bosses, what about the divine prohibition invoked by religions?

Act 1: Modern Prohibition

At the beginning of the twentieth century, wise and well-informed people must have said to themselves that this last century of the second millennium must end on solid ground.
High society at that time had not yet experienced France’s May 1968, where the one thing it was easy to take away, between two teargas-infused slogans, was that it was forbidden to forbid.

A Brief History of Prohibitions: Introduction

From the time civilized human beings first walked this planet, the misdemeanours they have committed due to overindulgence in alcohol are numerous and, as the butterfly effect demands, such misdemeanours are sometimes just the beginning of a long series of foolish acts.
It is perhaps due to these chaotic stumblings of our brief history that humanity took it into its head to drastically curb alcohol consumption or even impose a long-term ban on it.


This isn’t the first time someone has wondered what makes the champagne ritual such a global phenomenon. So why is it that the biggest celebrations in our lives, all around the world, are toasted with a glass of champagne? This sacrosanct beverage, once poured into its fragile, graceful crystal pitcher, sparkles with a thousand shining golden stars and all the secrets of life are whispered in the murmur of its bubbles.

A victory like an excellent champagne without bubbles.

The deed is done. France has added a second star to its jersey, the second trophy for the tricolour team at this 21st World Cup Final. Twenty years after their first, Les Bleus were able to repeat this fabulous exploit and once more hold high the cup coveted by a few billion people on earth. The history of football is now paying homage to its new legends. Yet there’s an after-taste that stops us from savouring this victory, yelling and crying for joy like we did in 98…