In lieu of the typical holiday card, each year a different French or Parisian themed New Year’s party hat is sent to friends and associates of St-Germain, a French elderflower liqueur.
The hats are always made of paper and require some assembly, which is part of the fun. Included is a cocktail recipe or two appropriate for the season. Hundreds of selfies are posted online of people showing off their chapeau. The hats have become collector’s items over the years.