Double Jus

L’apéritif à la Française appears around the 1920s. The recent peace is celebrated at the end of the day, returning form farm fields or on the way out of factories, by the counter or on the terrasse. A merry friendliness is shared around local French drinks : mistelle, gentian, absinthe, bitters, surrounded by friends or passing-by strangers. This moment of comradeship becomes in no time a constitutive ritual of the French culture.

However, in the fifties, under the American influence, the French turn away from l’Apéritif in favour of more standardized drinks : imported mass-produced spirits, with stronger abv, and naturally less propitious for conviviality. 

Within the past few years, l’Apéritif à la Française got a new lease of life with French craft products. Tastier, with more character, less alcohol, less sugar, for unique drinks.