The Apéritif à la française is highly anticipated by foreign consumers around the world. A warm, friendly celebration in which lovers of French-style art de vivre and those curious to learn more about it come together to discover a wide range of French foods and drinks, served alongside traditional local fare or used as ingredients in a full menu of local recipes, from the simplest to the most sophisticated.
Beirut, Dubai, Lisbon, Madrid, Montreal, Milan, New York, Tokyo, Mexico City and Warsaw were all getting into the Apéritif spirit in June 2011! Each will be celebrating the event in their own way, with evening parties at trendy venues, in the streets or at home. For example, in the United States, a "French Cocktail Hour House Party" kit will be given out to American consumers.
Mass retailers, restaurants and caterers also took part in the festivities, helping to promote the diverse range of French food and beverage products to local consumers.
This multi-country event is organized by Sopexa Group on behalf of the French Ministry of Agriculture as part of its mission to showcase French foods, beverages and culinary culture on local markets worldwide.
Have fun and stay safe - enjoy responsibly.
The 2011 Apéritif in review:
- More than 26,000 people around the world came together to celebrate the Apéritif à la française
- A promotional programme at 2,200 shops for a total of more than 21,600 days of special events
- More than 256 articles and reports in the press, on radio, TV and on Internet
- 254 partner companies put their trust in us
