I actually thought this was a very good question. Ethanol is more basic than a COOH group. Undoubtedly, the mineral acid protonates ethanol first. Why shouldn't it effect a Friedel Crafts alkylation reaction?
This is what I am presuming the original poster was thinking. The solution to knowing the answer is about the kinetics of the reactions. Generally, acid-base reaction are thermodynamic processes. There is virtually no barrier to a proton transfer. Therefore, although ethanol is protonated, the loss of water from protonated ethanol is slow. (If it were fast, we would find ethylene and ethyl ether products. Aromatic rings with electron withdrawing groups resist Friedel Crafts alkylation reactions.) If a secondary or even better a tertiary alcohol were used, the rate limiting loss of water would be faster and alcohols can be used for Friedel Crafts alkylations.
If the protonated ethanol does not react further, then a slower and less thermodynamically favored protonation of the COOH group can take place. Once this happens, neutral ethanol can add to a protonated COOH group. The intermediate of that reaction has three similarly basic oxygen atoms§ and the final product of the addition is determined by le Chatelier's principle. If water is removed, the equilibrium favors the ester and if an excess of water is present the equilibrium favors a carboxylic acid.
§You must know the mechanism of Fischer esterification/acid catalyzed ester hydrolysis for this to make sense.
You will notice the citation of zaphraud succeeds with ethanol by heating the reaction. Presumably, heating increasing the rate of water loss.