If the French seem to have trouble returning to cinemas, theaters or concerts, they can easily find the terraces of cafes. Even better, the aperitif is now an evolving social ritual. In 2013, 47% of French people said they had an aperitif once a week, 51% today (and 74% do so once a month – source IFOP). It must be said that, unlike cultural venues, which were hampered by health restrictions, outdoor tables were life-saving when reopening bistros and restaurants. We have never seen so many terraces growing in the streets and squares of France. Opportunity to reconnect with good habits, or even create new ones.
“Consumers are looking for more variety and a better quality experience for drinks that often have a lower alcohol content. »Florian Gansloser, Pernod Ricard Group Innovation Director
“In good weather, the last two seasons have allowed us to recover the loss of earnings from imprisonment,” welcomes Acyu Haddag, the young head of Jolis momes, a café and restaurant on rue Turgot, in the 9th district of Paris, which has almost quadrupled its operating area. If the town hall did not allow it to spread so wide in a nice square near Antwerp this year, the murmur on the terrace did not decrease. “We have slightly fewer older people, no doubt because of the continuing fear of the virus.” observes Acya Haddag, but we may never have had so many young customers. »
A quick overview of the tables at the end of a sunny May afternoon will reveal an eternal classic. Semi-golden topped with foam, white and pink balloons, anise turbid with fresh water. But the eye is also attracted by the colors and shapes of the latest trends: neon orange in splashes, pool glass in gin and tonic, tempting bouquets of lime and mint in mojito, sparkling opaque Moscow mules …
“The aperitif has been restored”, notes Florian Gansloser, Pernod Ricard Group’s Director of Innovation, a world leader (with Diageo) in the production and distribution of wines and spirits. “Consumers are looking for more variety and a better quality experience for drinks that often have a lower alcohol content. » His colleague and competitor Richard Cullen of the Bacardi-Martini points out that after the phenomenon slow food, “we observe that from slow drink : drink less, but better, move from consumption to tasting “.
You have 72.22% of this article to read. The following is for subscribers only.