25 000 PARTICIPANTS
In 2014, Aperitif à la française took place during 3 days, in Daikanyama, a neighborhood often called “little France” by Tokyoites. During this public event, locals consumers discovered, tasted and bought emblematic aperitif products from France: from branded cheese by President cheeses, deli meats by Pierre Oteiza through to Beaujolais wines, Japanese people were immersed in French culture, learnt more about its gastronomy, and experienced a unique aperitif moment, just as if they were in France.
Thanks to the collaboration of Pachon restaurants and the Cordon Bleu school in Japan, located nearby, 560 consumers could take part in training sessions and demonstrations to deepen their knowledge in French wine, cooking and decorative arts.
Some other animations
Opening ceremony in presence of Anne NAKAMURA (actress) and Masachika ICHIMURA (actor and singer), award ceremony of the “amuse-bouches” competition organized by Sopexa & Le Cordon Bleu, Beaujolais Night concert, French Happy concert in presence of Christian MASSET, French ambassador in Japan.
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Partners of 2014's edition in Tokyo :
Inter Beaujolais, Les vins de Bourgogne, Otsuka Pharmaceutical Co., Ltd., Camus S.A. (Asahi Beer), Lactalis Japan (Président), Nichifutsu Boeki K.K., Suntory Wine International, Bresse Bleu Japan, Champagne BAUGET-JOUETTE, Pierre Oteiza, Interbev, SVA Jean Rozé, Gatine, Rougié, Jean Sales
« Apéritif à la française this weekend in Daikanyama has been a great success, we participated with our brands Président and Société and all our products were sold out in a few hours, we were out of stock even before the middle of the afternoon. »
Nordine Nambu, Japan Representative, Lactalis Japan
« Japan is a singular market for Beaujolais wines because the consumption is limited to the primeur wines. In order to communicate on our wines, Inter Beaujolais benefited from the renown of Apéritif à la française to bring together amateurs of gastronomy and wines around a buffet highlighting 10 Beaujolais Crus. »
Aurélie Vabre, Area Manager Asia, UK and Russia, Inter Beaujolais
The year in pictures