Forget Happy Hour... Apéritif à la française is where to be!



    TORONTO, June 4 /CNW Telbec/ - Starting June 7th, Torontonians can put
Happy Hour on the backburner and experience the incredible pleasures of the
aperitif! Whether it's with friends, colleagues, or family, the aperitif is a
great way to celebrate special moments, big or small.

    Aperitifs - the new trend!

    Did you know the tradition of having aperitifs goes all the way back to
medieval medicine? At that time, the term meant "anything that can stimulate
the appetite". This was often a mulled wine flavoured with herbs that was
drunk as a "preventive remedy." In the literal sense, the aperitif helps to
stimulate the stomach before the meal and to help treat digestive problems. At
the time, many believed in the virtues of herb or spice-flavoured wines,
hippocras and vermouths. Before that, the Romans relished aperitif time, with
a particular fondness for mead, an alcoholic drink of fermented honey and
water.
    Today, the aperitif is synonymous with hospitality, sharing and pleasure.
Very common in France and southern Europe, this cherished time is a great
opportunity to enjoy simple or refined products in a convivial atmosphere.
    With today's meals becoming increasingly simple, the "dinner aperitif" is
rapidly gaining in popularity. French foods respond perfectly to this new
trend without sacrificing taste or quality. In fact, France offers an
abundance of culinary pleasures including bread, wine, cheese, cold cuts,
ciders, fruit juice, gourmet foods, spirits, fruits and vegetables, prepared
foods, seafood products and more. In other words, plenty of high-quality,
flavourful products that can be prepared and presented in many different ways
and easily adapted to today's hectic lifestyles.
    In Toronto, and 36 other cities around the world, aperitifs will take
their rightful place in the spotlight on June 7th with a colourful evening at
Maro, the new Hot Spot in Liberty Village. Plunge into a universe of Red,
White and Blue inspired by Kieslowski's cinematic trilogy with three distinct
rooms showcasing the exciting sides of French culture today: cool, modern and
sexy.

    
    - Cool: the elegance of Martell cognacs combined with the pleasures of
      Poulain chocolates;
    - Modern: Vignerons de la Méditerranée and the surprising Petit Sommelier
      wine;
    - Sexy: the celebrated Baron Philippe de Rothschild and the glamorous
      Mouton Cadet.
    

    Presented by Roche Bobois and Fashion Quarterly magazine, Apéritif à la
française is a great opportunity to celebrate French products in the familiar
confines of the CN Tower.

    For more information on Apéritif à la française visit
www.aperitifalafrancaise.com. For tickets in Toronto ($20+taxes) visit
www.ticketweb.ca or Ra Sunspa.

    About Apéritif à la française

    Created and organised by SOPEXA since 2004, Apéritif à la française
strives to enhance the image of French food around the world which is often
intimidating for many consumers. Backed by the French Ministry of Agriculture
and co-financed by corporate partners, Apéritif à la française will add some
zest to French food by highlighting its modern image and accessibility.
Apéritif à la française is a trademark of Sopexa.

    About Sopexa

    As a company that specialises in marketing and communications for the
food and drink industry, SOPEXA promotes French food and agricultural products
globally. Part of its mandate is to create and execute communication campaigns
for its clients - French businesses and organisations - promoting their "Made
in France" products and brands in major markets world-wide. This is
accomplished through a fully integrated network across Canada (Montreal,
Toronto and Vancouver), in 34 foreign countries around the world and a head
office in Paris. Since its inception in 1961, SOPEXA has directed its
operations and development towards major trends in the French agribusiness
markets.




For further information:

For further information: on Apéritif à la française, contact: Valérie
Jolivet, Sopexa Canada, 1-866-288-5802, valerie.jolivet@sopexa.com; Cynthia
Joyal, Sopexa Canada, 1-866-288-5802, cynthia.joyal@sopexa.com

Organization Profile

SOPEXA CANADA LTD.

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APERITIF A LA FRANCAISE

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