Perhaps a sip of sunshine is just what we need. That’s what you get here on Boulevard Ricard. It is a tribute to Paul Ricard’s anise-flavored apéritif. This boulevard isn’t just a street. It is a journey into a cultural phenomenon.
Ricard, the drink, was created in 1932 by Paul Ricard. He was a Marseille native. He marketed it as the true pastis from Marseille. But what is pastis? Pastis is an anise and licorice-flavored apéritif. Paul Ricard boldly declared, “It shall be called Ricard, the real pastis from Marseille.” By 1938, sales of Ricard reached 2.4 million liters.
Anise-based liquors were already popular in Southern Europe. Absinthe was the established drink of choice in France. Absinthe had a high alcohol content. People feared it was a dangerously addictive psychoactive drug. This led to the French government banning it in 1915.
Marseille locals started mixing their own aniseed-based drink. It contained star anise, water, licorice, and herbs. Paul Ricard experimented to refine this “Marseille absinthe”. In the late 1920s, he test-marketed his product illegally.
In 1940, the Vichy regime stopped Ricard production. It enacted the “Anti-Alcoholism Act”. This banned aperitifs based on alcohol distilled from anything other than grapes. The product’s illegality lasted until 1944. The production of pastis became legal again.
In 1951, production of Ricard recommenced. In 1956, the delivery of Ricard on camelback became part of its advertising. This was to avoid fuel shortages caused by the Suez Crisis.
In 1975, Ricard merged with Pernod Fils. These were the two largest French aniseed aperitif producers. The merged group became Pernod Ricard. By 1984, one billion bottles of Ricard had been sold.
Paul Ricard had a degree in fine arts. He designed his drink’s first poster and label. The label featured an acanthus leaf. It is now a distinctive mark of the brand. The Ricard brand’s blue and yellow design was inspired by the sky and sun of Marseille.
Ricard is often considered the leading flavored spirit in France. Annual consumption in France ranges from 120 to 130 million liters. More than 40 million liters of Ricard are sold globally each year.
Ricard should be served cold. Use a 1-to-5 dilution with chilled water. Add ice cubes afterward. Dilution with water causes the spirit to turn milky. In its diluted form, Ricard is known as the “Milk of Marseille”.
Here on Boulevard Ricard, you are invited to savor the spirit of Marseille. This boulevard, named after the iconic drink, embodies the city’s conviviality. Remember Paul Ricard’s motto: “No Pain, No Gain”. It reflects the hard work and passion that went into creating this beloved drink.