The scent of anise hangs heavy in the air. It’s a familiar perfume a Marseillais would recognize instantly. You are standing on Rue Ricard.
This unassuming street holds the key to a legendary story. A story of a man named Paul Ricard. His ambition was as vast as the Mediterranean. His legacy is the very pastis you might be tempted to try later. Rue Ricard is more than just a street. It’s the birthplace of an empire.
Paul Ricard was born in Marseille. Not far from here actually. At number 4 Rue Berthelot he started his life. His family were artisans and merchants. This background instilled in him a strong work ethic. He learned the value of hard work from his grandfather a baker. He inherited his father’s artistic sensibilities. His father was a baker and a musician.
Young Paul however had bigger dreams than baking bread. He wanted to be a great industrialist. He started out selling wine. His family business expanded from Rue Moulet to the larger premises on Rue Berthelot.
But wine wasn’t enough for Paul. He dreamt of something bigger. He sought a more iconic Marseillais product. He stumbled upon a recipe for pastis. It was a legendary recipe from a shepherd from the Var region. The legendary shepherd.
In 1932 Paul Ricard launched his pastis. He called it Anis Ricard. It was the true pastis of Marseille he declared. It quickly became a sensation. The original location at number 4 Rue Berthelot became too small. Production moved to more spacious premises. The success was undeniable.
However Paul wasn’t satisfied. The law restricted the alcohol content of pastis. This frustrated Paul who believed a higher alcohol content would improve the flavor. And it would also make the drink more economical for cafes. He started a campaign for legalization. He faced fierce opposition from anti-alcohol leagues. He even published a brochure. It defended his pastis against accusations of being dangerous. His response was clever. He turned the statistics to his advantage.
In 1938 he finally achieved his goal. The government legalized stronger pastis. The success of Ricard was phenomenal. The company grew exponentially. Its headquarters eventually moved to Paris. Yet the name and the essence of Ricard remained deeply connected to Marseille. Right here on this street.
The story of Rue Ricard the street. Is a story of ambition. It’s a story of innovation. It’s the story of a man who created a drink that became synonymous with Marseille itself. And you’re standing where it all began. Take a moment to smell the anise in the air. Imagine Paul Ricard young and full of dreams. His vision lives on in every glass of Ricard enjoyed the world over. His story is forever etched into the very fabric of this city. And this very street.