Ridiculously kitsch, old style Vins de France logo - just launched!

This ridiculous and kitch Eiffel Tower made of (illegible) wine bottles and badly placed typography  is the new, yes new, logotype for the promotion of French Wines!
Launched by the Association Nationale Interprofessionnelle de Vins de France, it would be a joke if it wasn't an important identity, branding and marketing challenge...
Below a couple of the numerous wine promotion brands that are intelligent, creative, graphically powerful and impactful.
Yes another missed opportunity...