The “Apéritif à la française” is a promotional programme created at the initiative of Sopexa Paris with the support of the French Ministry of 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 partnership with Carrefour supermarkets in 6 countries in 2005: China (Shanghai, Beijing), Taiwan, Korea, Greece, Poland and Thailand.
• A quarterly “Apéritif time Around the World” newsletter, for professionals can be downloaded in the press section.
  
• Press relations and public relations (more than 900 contacts): press releases, pressbooks, a budget of €122,590 for the purchase of advertising space and a kick-off event in Paris.
  
  
  A kick-off press conference at the Eiffel Tower on May 12th, 2005 attended by the Deputy Minister of Tourism, Léon Bertrand and the Secretary of State for Agriculture, Nicolas Forissier.