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consumption in France is astonishing because it ran directly counter to so many trends in the interwar period. As President Franklin Roosevelt was warning about a return to the bad old days after the repeal of Prohibition, the French government was urging its citizen to drink, drink, and drink more wine. Yet for all the effort and cost, the campaign foundered on the economic realities of the Depression, which depressed consumers’ real income. During the 1920s, adult per capita wine consumption averaged 117 liters (30.9 gallons) a year in France; in the 1930s