The “Apéritif à la française” is a promotional programme created at the initiative of Sopexa with the support of the French Ministry of Food, Agriculture and Fisheries. The aims of the event are as follows:

• To develop and enhance the image of French products and food culture, emphasising its simplicity, festiveness and modern nature.
• To promote the diverse range of French food and beverage products as a national treasure.
• To help increase export sales of French brands and products by associating them with the event.
  
  
  

The “Apéritif à la française”, prepared in Paris, features:

• A strong “Apéritif à la française” visual identity that is immediately recognizable in all participating countries and registered as a trademark with the French Intellectual Property Institute (INPI).
• An Internet site, www.aperitifalafrancaise.com in French, English and Japanese.
• A “Apéritif time Around the World” newsletter, for professionals can be downloaded in the press section.
• Press relations and public relations (Over 400 key contacts): press releases, press follow-up, and a kick-off event in Paris.

• Media partnerships: in 2007, issues 9 and 10 of “Flavours from France” magazine highlighted the Apéritif à la française.

• A kick-off event at the Eiffel Tower on May 13th 2009.