Maison Lillet, a France-based producer of wine-based aperitif, is to celebrate the inaugural National Apéritif Day in the UK on 16 May 2013.
The move follows the 2012 launch of National Apéritif Day in the US.
Organized in the UK by Marblehead Brand Development, an agency that distributes Maison Lillet's Lillet Rose, Lillet Blanc and Lillet Rouge, the day will feature apéritif masterclasses and Lillet apéritif recipes by Jake Burger at The Portobello Star in Notting Hill, London.
From 13 May 2013, Harvey Nichols stores in the UK, Barworks venues in London, Épernay Champagne bars in Leeds and Manchester, Montpeliers in Edinburgh and bars in Glasgow will run the 'L'heure de l'apéro' promotions.
Produced in 1846 by chemist Joseph Dubonnet, Lillet is a 17% ABV wine-based apéritif created by blending Bordeaux wines and citrus liqueurs and aging in oak barrels. It is available in three variants Lillet Blanc, Lillet Rouge and Lillet Rosé.
