Lillet announces National Aperitif Day in UK

Maison Lillet is hoping to raise the awareness of the aperitif by launching a National Aperitif Day in the UK.

Having launched the event in the US last year, Maison Lillet is now declaring 16 May 2013 as National Aperitif Day in the UK.

Upon its launch in the US on 17 May last year, Lillet brand ambassador Amanda Boccato said: “As the 21st Century unfolds, we strive to keep the best of the past, while moving seamlessly into the future. Beginning a meal with a small bite and delicious ‘before dinner’ drink is a wonderful custom that deserves attention. We hope it continues for generations to come.”

Lillet is hosting a series of events in the UK in honour of the inaugural National Aperitif Day, which will also be held on 16 May in the US.

Jake Burger of The Portobello Star bar in London, will be hosting a programme of Lillet aperitif masterclasses for consumers and trade, while Maison Lillet will also be promoting its ‘L’heure de l’apero’ campaign in Harvey Nichols stores, Barworks in London, Epernay Champagne bars in Leeds and Manchester, Montpeliers in Edinburgh and bars in Glasgow throughout the week starting 13 May.

The event will also be supported by social media and PR campaigns, including an Instagram, Facebook and Twitter competition.

Maison Lillet will be promoting the traditional serve of Lillet on the rocks with a slice of orange in the run up to and during National Aperitif Day.