Hear the one about a Frenchman who walks into a bistro and orders a bottle of Coca Cola instead of Bordeaux? It’s not a joke. Consumption of wine by the French is in le pissoir. According to a study in The International Journal of Entrepreneurship and Small Business, wine consumption in France plunged from 7 billion bottles a year to 4 billion between 1980 and 2008. The latest data shows just 16.5 percent of adults in France are regular wine drinkers. Research by Toulouse Capitole University finds there are fewer French who order a bottle of wine on the table at every meal – except among the over-65 generation. The middle-aged now drink wine more with friends than with families, as was the age-old custom. And the under-30s rarely order wine even when out with friends.