Cocktail party
A cross between an aperitif and dinner, the cocktail party is a stylish way to celebrate anything from birthdays or engagements to office events. A format adapted to both mix-and-mingle occasions as well as intimate gatherings at home, the cocktail party can take place at any hour from mid-afternoon to sundown.
- Who? Loved ones, coworkers or acquaintances.
- Where? In Europe and Anglo-Saxon countries.
- What? Convenience formats, white spirits (tequila, gin, vodka), Champagne.
Business celebration
These events are enjoyed after dinner when the sun has set and the night is well underway. In Asia especially, business celebrations are occasions where strong bonds are forged amongst business partners or colleagues. However, these gatherings have become more selective as people have narrowed their social circles to a core group.
- Who? With colleagues and business partners.
- Where? In North America, Europe and Asia - particularly in China, Japan and South Korea.
- What? Blended and malt whiskies, cognacs and local spirits.
Party time
Full of energy and joy, parties are about having fun with friends through music and dancing. Whether a big group celebration in honour of an important milestone or a more casual affair with a close circle of friends, parties now come in all shapes and sizes and no longer require a strict reason to throw them.
- Who? Mainly friends or like-minded groups, but also among colleagues in some cultures, especially in Asia.
- Where? Worldwide.
- What? Mainly Champagne and white spirits, RTDs.
Dinner
Considered the main meal in some countries, dinner is usually a time for sharing and conviviality. People are feeling more comfortable than ever in their homes and increasingly prefer to entertain in the private sphere instead of at a restaurant. Guests are often invited to enjoy a special meal paired with wines and spirits carefully chosen by their hosts.
- Who? Family and friends.
- Where? Worldwide.
- What? Wine reigns supreme in Western Europe, North America and Asia Pacific, while beer and local spirits are preferred elsewhere. Innovative cocktail pairings are popping up on some restaurant menus. In China, cognac with water is served with dinner.