Does the name Ricard ring a bell? Today we stand before the Château de Sainte-Marthe. It was once home to the Ricard family. It is also known as Château Ricard.
The Château de Sainte-Marthe holds a special place in Marseille’s history. It intertwines with the story of Paul Ricard. He was the creator of the famous pastis.
Michèle Ricard is Paul Ricard’s daughter. She fondly remembers her childhood at the Château de Sainte-Marthe. The Ricard family has strong ties to this château. They have many cherished memories here.
The Ricard family leases the Château de Sainte-Marthe to the Société Ricard. The company uses it for offices and receptions. The family still celebrates special occasions here.
Paul Ricard’s family were bakers and wine merchants. Paul initially wanted to be a painter. He dreamed of attending the École Supérieure des Beaux-Arts in Marseille. His father wished him to follow a different path. He helped his father with wine sales after school.
At age 12 Paul met Monsieur Espanet. He was a former barber turned distiller. Espanet shared his pastis recipe secret with Paul. The recipe was for a 60-degree pastis. Paul and his brother Pierre tried to create their own pastis. They wanted it to be the most popular. In a makeshift lab at home he experimented with flavors. He used licorice and Provençal herbs.
Paul created a recipe with star anise and green anise. He added a hint of licorice. Paul distributed the alcohol in Sainte-Marthe cafés. This caused him problems with the police and customs authorities.
A decree in 1932 legalized aniseed drinks with 40 degrees of alcohol. Paul Ricard created his original pastis recipe. He named it Ricard. His slogan was “Ricard the real pastis from Marseille”. This marked the first time the word pastis appeared on a label.
Paul visited bistros and cafés to promote his drink. Competition in Marseille was tough. Ricard sold his pastis in one-liter bottles. Each bottle could pour fifty glasses. 250000 bottles were sold in eight months.
Paul Ricard designed the pitcher and advertising posters himself. These posters adorned the company’s first delivery trucks. The brand quickly expanded beyond Marseille. A wide distribution network helped sales soar. Ricard became the top pastis seller. Pernod did not see the marketing advantage. Ricard associated the drink with Marseille and Provence.
In 1936 the first major advertising campaign launched in Lyon. It said “Drink pastis the Marseillaise way”. It suggested small doses with five parts water. By 1938 a decree raised the alcohol content to 45 degrees. This allowed for more anise essence. The flavor of the pastis became more pronounced. In 1939 Paris was targeted with extensive advertising.
That year Ricard bottles appeared in Spain Italy and North Africa. Expansion continued until interrupted by events. In 1940 France lost the war. The Vichy regime was established. The French state launched its “National Revolution”. Pastis became prohibited.
Paul Ricard turned to agriculture. He took over the Domaine de Méjanes in Camargue. He grew rice and raised livestock. He employed his staff to save them from forced labor. He also produced fruit juices.
After the liberation the new government only partially revoked Vichy’s rules. It only allowed aperitifs with 40 degrees of alcohol.
The Château de Sainte-Marthe stands as a testament to the Ricard family’s legacy. It reminds us of Paul Ricard’s entrepreneurial spirit. The Château de Sainte-Marthe is a place of family memories. It is a symbol of Marseille’s culture.