Ontario’s provincial liquor retailer, the LCBO, currently has a promotion centred on cocktails (that’s how we spell “centered” in Ontario). As you can see from the cover of the accompanying print piece the organization is playing up the glamorous connotation of these libations by connecting them with formal attire.
I’m not sure how many people these days actually don tuxedos and cocktail dresses to gather for preprandial drinks but the romantic association endures nonetheless. Perhaps it’s because a cocktail party is such a fun way to play grownup. The simple gesture of guests dressing up and hosts serving garnished concoctions makes an evening much more special than just throwing back a few beers with friends yet much more relaxed than a formal dinner party. And once participants get into the spirit of looking their best it is only natural for guys to imagine themselves sporting a tuxedo to radiate the maturity, class, and style associated with the cocktail’s heyday back in the ‘30s, ‘40s and ‘50s.