;)
Friday
Apr242009
Vive l'apéritif! Our tax euros at work
Friday, April 24, 2009 at 10:23AM | Tweet
According to this Wall Street Journal article, The French wine and cheese industries have convinced the French government to subsidize an "opération séduction". I've found out where some of our tax euros are going -- and at least they're going to a good cause : l'apéro.
The apéritif -- or apéro -- isn't the brainchild of some marketer. It's an integral part of social life in France. The word can be used to cover everything from a post-work cocktail to a pre-dinner drink to a finger-food buffet. There's nothing snobbish about it. Over the years, I've had every kind of apéro; from pastis and peanuts to champagne and molecular cuisine verrines (semi-solid cordials serving in tiny glasses). It's one French custom that everyone should adopt.
The program will be holding house parties in 19 countries around the world on June 4.
"in an effort to boost sales of wine and cheese -- two of France's more lucrative exports -- it is trying to promote the laid-back apéritif, a moment before dinner when the French kick back with a glass of wine and some finger food."
The apéritif -- or apéro -- isn't the brainchild of some marketer. It's an integral part of social life in France. The word can be used to cover everything from a post-work cocktail to a pre-dinner drink to a finger-food buffet. There's nothing snobbish about it. Over the years, I've had every kind of apéro; from pastis and peanuts to champagne and molecular cuisine verrines (semi-solid cordials serving in tiny glasses). It's one French custom that everyone should adopt.
The program will be holding house parties in 19 countries around the world on June 4.
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