The best way to describe the concept behind the French Ministry of Agriculture and Fisheries' French Cocktail Hour, or the Apéritif à la Française initiative, is to liken the worldwide event to a French Cinco de Mayo, minus the liberation and historical significance.
French Cocktail Hour, which has taken place on the first Thursday in June for four years running, is a celebration of the country's food and beverage products. Last Thursday, a crowd of more than 200 people gathered at the Dream Hotel's Ava Lounge rooftop deck to mark the New York observance of the occasion.Event Energizers produced the event with the theme "I had a dream I was in Paris in the Eiffel Tower," seeking to transport guests to the observation deck of the iconic structure. French touches included beret-wearing sketch artists, an Eiffel Tower ice sculpture, black-and-white images of Paris posted throughout the deck, and, of course, food and drinks hailing from France, including cheeses, pâtés, olives, breads, wine, champagne, and even a French vodka.
Thirty-six cities participated in Apéritif à la Française this year (up from 24 in 2006), including Stockholm, Tokyo, London, Montreal, Paris, and Mexico City. "Every year it gets bigger," said Louise Jordan, PR supervisor of Sopexa USA, the firm that organized the event. "It's a simple concept. You put together great food, great wine, and a fun atmosphere, and everyone has a great time."
French Cocktail Hour, which has taken place on the first Thursday in June for four years running, is a celebration of the country's food and beverage products. Last Thursday, a crowd of more than 200 people gathered at the Dream Hotel's Ava Lounge rooftop deck to mark the New York observance of the occasion.Event Energizers produced the event with the theme "I had a dream I was in Paris in the Eiffel Tower," seeking to transport guests to the observation deck of the iconic structure. French touches included beret-wearing sketch artists, an Eiffel Tower ice sculpture, black-and-white images of Paris posted throughout the deck, and, of course, food and drinks hailing from France, including cheeses, pâtés, olives, breads, wine, champagne, and even a French vodka.
Thirty-six cities participated in Apéritif à la Française this year (up from 24 in 2006), including Stockholm, Tokyo, London, Montreal, Paris, and Mexico City. "Every year it gets bigger," said Louise Jordan, PR supervisor of Sopexa USA, the firm that organized the event. "It's a simple concept. You put together great food, great wine, and a fun atmosphere, and everyone has a great time."
Apéritif à la Française's ice Eiffel Tower
Photo: BizBash
The ice sculpture at the center of a spread of French foods measured 80 inches high. Sopexa's Louise Jordan scaled down the size of the event from 1,000 guests last year to 250, citing the desire to target trade vendors and press as opposed to general consumers.
Photo: BizBash
Sketch artists provided portraits for guests throughout the event.
Photo: BizBash
Dan Hurley, a self-described "60-second novelist," interviewed guests and provided them with pithy and snappy summaries of their lives.
Photo: BizBash
Event Energizers created custom pillows displaying the
Photo: BizBash
Signage identified offerings from brands such as Trois Petit Cochon pâté, President cheeses, and Barnier olives wherever they appeared.
Photo: BizBash
Umbrellas printed with an Eiffel Tower scene added a dreamlike quality to the deck.
Photo: BizBash
Romantic arrangements of hydrangeas and peonies adorned cocktail tables.
Photo: BizBash
