The Office des vins vaudois (OVV) has removed the portrait of a drag queen from its promotional campaign for the Caves ouvertes vaudoises. The image had already been validated and printed, and was ready for distribution before it was discreetly withdrawn.
Official Justification for Removal
According to the OVV, the decision followed “returns and concerns” brought forward by the department of State Councilor Valérie Dittli, as well as certain figures within the wine industry.
The institution stated that this action was taken to remain “in adequacy with the feeling on the ground.”
Criticism and Allegations of Discrimination
The Fédération romande des associations LGBTIQ+ has condemned the move, describing it as a form of “invisibilization.” The federation argued that the discrimination is particularly concerning because it occurred behind the scenes, away from public view.
The model featured in the portrait, who was among the last to be informed of the decision, expressed regret. They stated that the removal is “in contradiction with the highly spirit of the Caves ouvertes,” which are intended to diversify and expand their audience.
Potential Implications
The controversy could lead to increased scrutiny of how the OVV and associated government departments handle diversity and inclusion in future public campaigns.
this event may prompt further debate within the wine sector regarding the balance between tradition and the goal of broadening the public’s demographic reach.
Frequently Asked Questions
Why did the OVV remove the drag queen’s portrait?
The OVV cited “returns and concerns” from the department of State Councilor Valérie Dittli and some wine industry actors, stating the need to stay aligned with the “feeling on the ground.”
How did the LGBTIQ+ federation respond?
The Fédération romande des associations LGBTIQ+ denounced the move as a form of “invisibilization” and a concerning act of discrimination carried out away from the public eye.
What was the original goal of the campaign?
The campaign sought to showcase a diversity of profiles and sensibilities, linking each portrait to a specific oenological characteristic.
Do you believe public promotional campaigns should prioritize traditional industry sentiments or a broader representation of diversity?
