Reflecting on Marseille’s spirit, Place Paul Ricard stands as a testament to a local legend. This place is named after Paul Ricard. He was born in Sainte-Marthe in 1909. Paul Ricard was not just any entrepreneur. He was the creator of Ricard, the famed pastis of Marseille.
In 1915, absinthe was banned. It was blamed for making people “mad and criminal”. Anise-flavored liqueurs stepped in. These were called pastis in Marseille. The word meant “troubled situation” or “mixture”.
Paul Ricard came from a family of bakers and wine merchants. He wanted to be a painter. But his father wanted him in the wine business. So, he helped his father after school. At 12, he learned a secret pastis recipe. At 17, he tried making his own pastis. He wanted it to be the best. He experimented with anise and licorice. He created a unique recipe. He tested it in local cafes. This got him in trouble with the police.
In 1932, a decree allowed anise drinks. Paul Ricard launched his pastis. He named it Ricard. His slogan was “Ricard, the real pastis of Marseille”. This was the first time “pastis” appeared on a label. He visited bistros to build his brand. He sold his pastis in liter bottles. Each could pour fifty glasses. In eight months, he sold 250,000 bottles. Paul Ricard designed the pitchers and posters himself.
Soon, Ricard became popular beyond Marseille. A large distribution network helped sales soar. It became the top pastis seller. In 1936, Lyon discovered “the real pastis of Marseille”. Ads said to drink it “in small doses, with five volumes of water”. By 1938, the alcohol content was raised to 45 degrees. This made the anise flavor stronger. Paris was next in 1939. Bottles appeared in Spain, Italy, and North Africa.
In 1940, the French army fell. The Vichy Regime banned pastis. Paul Ricard shifted to agriculture. He farmed rice and raised livestock. He helped his staff avoid forced labor. He also produced fruit juices. He distilled them for the Resistance. He famously said, “I piss off Marshal Pétain”. After the war, the government only partly lifted the ban.
Paul Ricard visited the United States. He learned about professional organization and sponsoring. In 1948, Ricard vehicles appeared in the Tour de France caravan. Free concerts entertained spectators. In 1951, pastis was fully reinstated. But ads were banned. In 1956, he organized a “caravan of thirst”. He delivered Ricard in Paris by camel.
In 1950, Paul Ricard bought the island of Bendor. In 1961, he took his staff to Rome. The pastis was blessed by Pope John XXIII. Paul Ricard created social programs for his staff. These included holiday camps and housing. He organized trips for them. Everything was designed to promote the product. He also supported sports and the arts.
Paul Ricard was a pioneer in social progress. Employees enjoyed profit sharing and retirement savings. In 1968, Bernard Ricard took over. Later, Patrick Ricard became director in 1977. Besides his business, Paul Ricard was a patron. He built the Castellet circuit for motorsports. He supported rugby.
Through his foundation, Paul Ricard funded oceanographic research. He backed sailors Alain Colas and Éric Tabarly. He started the Mondial la Marseillaise à pétanque in 1961. He supported bullfighting. He built the Arènes de Méjanes in 1955. On the island of Embiez, he created the Paul Ricard Oceanographic Institute.
Paul Ricard was also involved in politics. He was a militant Occitanist. He later became mayor of Signes. He defended rural life and the environment. Paul Ricard died in 1997. He rests on the island of Embiez. Place Paul Ricard honors this visionary. It reminds us of his impact on Marseille and beyond.