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Ricard (liqueur)

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Ricard Pastis
A bottle of Ricard
A bottle of Ricard
Typepastis
ManufacturerPernod Ricard
Country of origin France
Region of originMarseille
Introduced1932; 92 years ago (1932)
Alcohol by volume 45%
Proof (US)90º
ColourBright golden amber and bronze
FlavourLicorice and anise
IngredientsLiquorice root, anise, and star anise,[1] and fennel seeds[2]
Websitepernod-ricard.com/en

Ricard (/rɪˈkɑːrd/; French pronunciation: [ʁikaʁ]) is a pastis, an anise and licorice-flavored apéritif, created by Marseille native Paul Ricard in 1932, who marketed it as the "true pastis from Marseille".[3]

History

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Pre-1915: Absinthe decline

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Aniseed-based liquors were popular in Southern Europe, i.e. ouzo and rakı in Mediterranean countries. Absinthe, an aniseed-based liquor largely produced by the Pernod Fils company, was the established "drink of choice" in France. However, absinthe had a high alcohol content and there were exaggerated fears that it was a dangerously addictive psychoactive drug and hallucinogen (side-effects thought to be caused by trace amounts of thujone).[4] This prompted the French government in 1915 to enact legislation to ban all alcoholic drinks that were more than 16% alcohol, acting as a complete prohibition on aniseed-based drinks, due to their being suspected of undermining the French war effort.[5][6] This prohibition was part of a global trend in that year, with prohibitions on absinthe being enacted in much of Europe, including France, the Netherlands, Belgium, Switzerland, and Austria-Hungary, and even in the United States, however, recent studies demonstrate that absinthe is no more dangerous than ordinary spirits.[4]

1915–1932: Creation of pastis

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As a result of the 1915 absinthe ban, to substitute for this traditional aperitif, Marseille locals started mixing their own aniseed-based drink, made from a combination of star anis, water, liquorice and herbs. Paul Ricard was first introduced to home-made pastis, otherwise known as "the thing" or "tiger's milk", by an old shepherd.[7] Ricard took the recipe for this "Marseille absinthe", and started experimenting and adapting it in his laboratory to produce a more refined version.[5] In the late 1920s, in his laboratory, Paul Ricard concocted an aniseed-based drink modelled along the same lines as this pre-existing pastis, test-marketing his product illegally in Marseilles bars,[6] as a result incurring some fines.[8]

1932–1940: Incorporation and production

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In 1932, Paul Ricard started the Ricard company to produce and distribute the product, purportedly declaring, "It shall be called Ricard, the real pastis from Marseille!".[9] By 1938, sales of Ricard already stood at 2.4 million litres.[9]

1940s: Prohibition

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In 1940, the production of Ricard was stopped with the Vichy regime's enactment (23 August 1940) of the "Loi Contre L'Alcoolisme" ("Anti-Alcoholism Act") in France, which banned the manufacture and sale of aperitifs based upon alcohol distilled from anything other than grapes, followed by a subsequent enactment that completely banned such alcohol being advertised (September 1941).[10] The product's illegality continued until 1944 when the production of pastis became legal again.[10]

1950–1960: Development and expansion

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In 1951, 11 years after its interwar prohibition, once the production of pastis was authorized, the production of Ricard recommenced. In 1956, the delivery of the Ricard product on camelback, known as the "drink trailer", to avoid the fuel shortages created by the Suez Crisis, became part of the advertising of the Ricard product, such as the slogan "The Ricard Caravan vanquished thirst".[11]

In the 1960s, Ricard opened factories all over France.[12]

1970s: Expansion

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In 1975, the companies of Ricard and Pernod Fils, the two largest French aniseed aperitif producers and fierce competitors,[12] merged creating the Pernod Ricard group, which now produces and distributes Ricard.[13] The product range expanded exponentially and branches were established abroad.[12]

1984 marked the year that the billionth bottle of Ricard was sold.[9][14]

Corporate entity

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Ricard is a French public company that was founded in 1932 in Marseille by Paul Ricard to sell his Ricard drink. In 1962, the Ricard business was floated on the Paris Stock Exchange.[8]

In 1968, Ricard retired from his daily running of the Ricard company, as a result of a fit of temper with state controls (said to be due to a combination of his famous bad-temper and his detestation of the power of the French state and bureaucracy).[6] Paul Ricard's son, Patrick Ricard, inherited Ricard as the company's single product, sold almost entirely in France.[8] Patrick Ricard led the drink and the company's international expansion, becoming managing director in 1972.[15]

In 1975, the companies of Ricard and Pernod Fils, the two largest French aniseed aperitif producers and fierce competitors,[12] merged creating the Pernod Ricard group, which currently owns the Ricard company.[13] After the merger, in 1978, Patrick Ricard became the CEO of the Pernod Ricard group which he held until his death on 17 August 2012.[8][16] Today Pernod-Ricard is the second-largest drinks business in the world, with only 10% of its sales in France and one of the widest product ranges in the industry, including table wines, champagnes, scotches, cognacs, gins, and vodkas.[17]

Currently, the Ricard firm is still based in Marseille, however, the production of Ricard today takes place in Bessan, with the blending and bottling also taking place in Bordeaux and Lille.[2] The Ricard Company has two main functions:

  • Producing the Ricard, Pacific and Lillet brands in order to commercialize them in France and export them all over the world, through the Pernod Ricard's distribution subsidiaries.
  • Commercializing some products from the Pernod Ricard group in France (Clan Campbell, Chivas Regal, Jameson, Absolut, Malibu, and Perrier Jouet).

Branding

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Paul Ricard, who had a degree in fine arts, designed his drink's first poster and label.[9] The Ricard label featured an acanthus leaf, an ornamental leaf from the south of France, which has featured on every bottle and is now recognised as a distinctive mark of the brand and of pastis in general.[2] The Ricard brand's blue and yellow design was inspired by the sky and the sun of his native Marseille.[8] In more recent years a bright yellow sun logo was introduced to the bottle's neck.[2]

Production

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An anethole essence is created by rectification of anise, star anise, and fennel seeds.[2] Various herbs and liquorice root are steeped with a neutral alcohol[1][18] The anethole essence and flavored alcohol are blended with sugar (less than 100 grams per litre), and caramel (giving the distinctive yellow colour). The resultant spirit is bottled and stored above 12 °C and away from sunlight, otherwise, the anethole starts to crystallise and impair its look and flavour.[2]

Ricard is produced under the Pernod Ricard company's strategic growth plan based on sustainable development and social commitment, which is reflected in the production values of reducing water consumption for crops and production, reducing carbon emissions, and reducing wastes, therefore, the productions sites and vineyards for Ricard are usually certified in line with the United Nations' Sustainable Development Goals (ODD).[12]

Product sales

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According to Nielsen, based on the checkouts of distributors (hypermarkets, supermarkets, drives, etc.) and the purchase declarations of Nielsen panelists, the one-litre bottle of Ricard received an annual turnover in France of 265 million euros in 2017 and 275 million euros in 2018, making it the most represented brand in distributor sales, outranking all other Pernod Ricard products sold in France, such as the six-pack (1.5-litre bottles) of Cristaline (Mineral Water) and the one-litre bottle of William Peel, which were also in the top four.[19]

Consumption

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Consumption in France

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Ricard is often considered the leading flavoured spirit in France.[20] This century, Ricard has reported an annual consumption of their pastis in France ranging from 120 million litres to 130 million litres.[13] The Ricard and Pastis 51 brands hold high market positions for the Pernod Ricard group, which produces and distributes them through the Ricard company.[13] Ricard is often coined as the "first spirit brand" in France, based on the volumes sold and/or turnover.[21]

Consumption globally

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This century, more than 40 million litres[22] to 48.6 million litres (5.4 million 9 litre cases[23]) of Ricard are sold globally each year, making Ricard the world's eleventh-largest spirits signature.

Serving

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Traditional

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In accordance with Paul Ricard's original recipe, which is the traditional way to serve Ricard, Ricard should be served cold, in a 1-to-5 dilution with chilled water, e.g. 20ml Ricard to 100ml water, after which ice cubes are added.[2][9] The water is added before the ice cubes, due to the anethole's cold sensitivity[2] This whole ritual was advocated by Paul Ricard in order to release the full aroma of the anise.[9] Dilution of Ricard with water causes the spirit to louch (turn milky). In its diluted form, Ricard is known colloquially as the "Milk of Marseille".[24]

Cocktails

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A number of standard cocktails exist involving Ricard, some being variants of classic cocktails involving other aniseed-based liqueurs like absinthe:

Cocktail name Ingredients Method
Bitter Cold[25] Ricard (2 ds), vodka (1 3/8 oz), Suze (bsp), herbal liqueur (1 ds), bitters - Bitter Truth Celery (3 dr), bitters - Bitter Truth Jerry Thomas's Own Decanter (1 rd), and Gomme syrup (2 dr) The ingredients are shaken well with ice, and strained into a chilled glass (small tumbler or large shot glass).
Blushing Geisha[26] Ricard (¾ oz), Soju (1 oz), lychee liqueur - Soho (1½ oz), Campari (½ oz), and lemon bitters (ds). The ingredients are stirred together with ice
Cul-De-Sac[27][28] Ricard (½ oz), and rum (2½ oz). The ingredients are stirred together, in a mixing glass which is half-filled with ice cubes, and then strained into a cocktail glass.
Colony Room[29][30][31][32][33] Ricard (ds), gin (2 oz), Noilly Prat (2 ds), and bitters (1 ds). Ricard is swilled to coat a cocktail glass, disaguarding the excess. The remaining ingredients are stirred together with ice, and strained into the prepared glass.
Dog Days[34] Ricard (5 parts), and limeade (2 parts) The ingredients are mixed in a tumbler with ice.
Eastern Manhattan[35][36] Ricard (¼ oz), whisky (2½ oz), and sweet vermouth (½ oz) The ingredients are stirred together with ice, and then strained into a cocktail glass.
Happy Families[37] Ricard (1/8 oz), gin (¾ oz), mead (¾ oz), bitters (1 ds), balsamic vinegar (1/8 oz), lime juice (1/8 oz), green tea (3 oz), and tonic water (¾ oz) The ingredients, except tea and tonic, are shaken, then strained into a glass, after which the tea and tonic are added.
Mentaphor[38] Ricard (½ oz), gin (1 oz), Fernet (½ oz), Fernet-Branca (¼ oz), and Green Chartruese (1/4 oz) The ingredients are built over a rock (progressively poured over ice).
Late Mistral[39] Ricard (¼ oz), vodka (1.5 oz), water (2 oz), and lemon (1 twist) The ingredients are mixed and poured over ice cubes in an aperitif glass. A twist of lemon peel is then added.
Pearl of Puebla[40] Ricard (1 bsp), Mezcal (2 oz), Yellow Chartruese (¾ oz), lime juice (¾ oz), Agave syrup (1 bsp), and oregano (4 spg) The oregano and agave nectar are muddled. All the ingredient are then shaken with ice, and then strained into a chilled coupe glass.
Ricard Tomate[41][42] Ricard (2 oz), Grenadine (¼ oz), and water (5 oz). The Ricard and Grenadine are mixed, to which the water and then some ice are added.
Sazerac[43][44][45][46] Ricard (1 tsp) [Instead of Absinthe], caster sugar (½ tsp), bitters (2 ds), water (1 tsp), whisky (2 oz), and lemon (1 twist) The Ricard is swirled in a glass to coat, discarding the excess. The sugar, bitters, and water and muddled in the glass with a teaspoon. The glass is filled with ice cubes, and bourbon is poured over the ice. A twist of lemon is added.
Shetty Classic[47] Ricard (1 oz), rum (1 oz), vodka (1 oz), and sugar. The ingredients are added to a bowl full of sugar and set alight, after which they are poured cool into a cocktail glass.
T.L.C.[48] Ricard (1 tsp), whisky (1½ oz), d'orange liqueur (½ oz), red vermouth (1 tsp), and bitters (1 ds) The ingredients are stirred together with ice, and strained into a cocktail glass, which is garnished with a lemon twist.
Tomate[41][49] Ricard (1½ oz), Grenadine (ds), and water (2 oz) The Ricard is poured over ice in an aperitif glass, then the grenadine and water are stirred in.
Wilfred's Weather[50][51][52] Ricard (½ tsp), dry vermouth (1 oz), gin (¾ oz), and bitters (1 ds) The ingredients are stirred together with ice, and then strained into a cocktail glass.

References

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  1. ^ a b "Paul Ricard, 88, a Mixmaster Who Triumphed With Pastis". The New York Times. Section D. 8 November 1997. p. 16. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  2. ^ a b c d e f g h "Ricard Pastis de Marseille". Difford's Guide. 6 January 2013. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  3. ^ Gollin, Randi (23 February 2021). "Why the French Love Pastis—Plus, How to Enjoy This Iconic Anise Aperitif at Home". Martha Stewart. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  4. ^ a b Padosch, Stephan A; Lachenmeier, Dirk W; Kröner, Lars U (2006). "Absinthism: a fictitious 19th century syndrome with present impact". Substance Abuse Treatment, Prevention, and Policy. 1: 14. doi:10.1186/1747-597X-1-14. PMC 1475830. PMID 16722551.
  5. ^ a b Marsh, Janine (22 October 2011). "Obituary: Paul Ricard". The Good Life France. Archived from the original on 15 July 2021. Retrieved 14 July 2021.
  6. ^ a b c "Obituary: Paul Ricard". Independent. 22 October 2011. Archived from the original on 13 July 2021. Retrieved 14 July 2021.
  7. ^ Ricard, Paul (1 January 1983). La Passion de Creer (in French). A.Micael. ISBN 978-2-226-01807-6.
  8. ^ a b c d e "Champions of Design: Ricard". Brand Republic. 11 September 2021. Archived from the original on 21 December 2013. Retrieved 16 July 2021.
  9. ^ a b c d e f "Ricard Pastis de Marseille". D and M. Archived from the original on 15 July 2021. Retrieved 16 July 2021.
  10. ^ a b Howard, Sarah (2008). "The Advertising Industry and Alcohol in Interwar France". The Historical Journal. 51 (2). Cambridge University Press: 421–455. doi:10.1017/S0018246X08006778. JSTOR 20175168. S2CID 153496173. Archived from the original on 10 July 2021. Retrieved 14 July 2021. Alt URL
  11. ^ Lohse, Marianne (10 June 2014). "Discover the Paul Ricard Islands off the Coast of Provence". France Today. Archived from the original on 11 July 2021. Retrieved 14 July 2021.
  12. ^ a b c d e "Pernod Ricard". Drinks and Co. 17 January 2021. Archived from the original on 13 July 2021. Retrieved 14 July 2021.
  13. ^ a b c d Sacha (17 January 2021). "Pastis: A Popular Drink of Southern France". French Iceberg. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  14. ^ "Ricard". Kindred Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  15. ^ "Patrick Ricard: Entrepreneur who made the family firm a world leader". Independent. 28 August 2012. Retrieved 16 July 2021.
  16. ^ "Patrick Ricard: 12 May 1945 – 17 August 2012". The Spirits Business. 22 August 2012. Archived from the original on 21 December 2013. Retrieved 16 July 2021.
  17. ^ "Patrick Ricard: Entrepreneur who made the family firm a world leader". Independent. 28 August 2012. Retrieved 16 July 2021.
  18. ^ "Pastis Ricard—the world's No. 1 aperitif, achieves optimum clarity and economies with Dicalite filteraids!". Chemical & Engineering News. 56 (42). Advertisement: 14–15. 16 October 1978. doi:10.1021/cen-v056n042.p014. Alt URL
  19. ^ "La bouteille d'un litre de Ricard N°1 des ventes en valeur". Stratégies (in French). 26 February 2019. Archived from the original on 11 July 2021. Retrieved 14 July 2021.
  20. ^ "Case No Comp/M.2268 - Pernod Ricard/Diageo/Seagram Spirits" (PDF). European Commission. 11 April 2001. p. 2. Archived (PDF) from the original on 10 July 2021. Retrieved 14 July 2021.
  21. ^ "Change of design of the Ricard bottle". Oaks n Corks. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  22. ^ "Ricard 70cl". Oaks n Corks. Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  23. ^ Leboulenger, Sylvie (3 February 2011). "Ricard 70cl". LSA (in French). Archived from the original on 10 July 2021. Retrieved 14 July 2021.
  24. ^ Ford, Simon (29 October 2020). "Ricard (Traditional Serve)". Liquor.com. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  25. ^ "Bitter Cold". Kindred Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  26. ^ "Blushing Geisha". Kindred Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  27. ^ "Cul-De-Sac". Crystal Mixer. Archived from the original on 15 July 2021. Retrieved 15 July 2021.
  28. ^ "Cul-De-Sac". 1001 Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  29. ^ "Colony Room Cocktail Recipe". Bevvy. 13 May 2015. Archived from the original on 15 July 2021. Retrieved 15 July 2021.
  30. ^ "Colony Room Cocktail". Drink Spin. 31 March 2018. Archived from the original on 15 July 2021. Retrieved 15 July 2021.
  31. ^ "Colony Room". Crystal Mixer. Archived from the original on 15 July 2021. Retrieved 15 July 2021.
  32. ^ "Colony Room Cocktail". 1001 Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  33. ^ "Colony Room Cocktail recipe". Drinks Mixer. Retrieved 15 July 2021.
  34. ^ "Dog Days". 1001 Cocktails. Archived from the original on 14 July 2021.
  35. ^ "Eastern Manhattan". Crystal Mixer. Archived from the original on 15 July 2021.
  36. ^ "Eastern Manhattan". 1001 Cocktails. Archived from the original on 14 July 2021.
  37. ^ "Happy Families". 1001 Cocktails. Archived from the original on 14 July 2021.
  38. ^ "Mentaphor". Kindred Cocktails. Archived from the original on 14 July 2021.
  39. ^ "Late Mistral". 1001 Cocktails. Archived from the original on 14 July 2021.
  40. ^ "Pearl of Puebla". 1001 Cocktails. Archived from the original on 14 July 2021.
  41. ^ a b "Ricard cocktail recipes". Drink Mixer. Retrieved 14 July 2021.
  42. ^ "Ricard Tomate". 1001 Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  43. ^ "Sazerac". 1001 Cocktails. Archived from the original on 15 July 2021.
  44. ^ "Sazerac Cocktail". Leite's Culinaria. 4 December 2012. Archived from the original on 15 July 2021. Alt URL
  45. ^ "Sazerac Recipe". Drinks Mixer. Archived from the original on 15 July 2021. Alt URL
  46. ^ "Classic Sazerac Cocktail". The Spruce East. Archived from the original on 15 July 2021.
  47. ^ "Shetty Classic". 1001 Cocktails. Archived from the original on 14 July 2021.
  48. ^ "T.L.C." 1001 Cocktails. Archived from the original on 14 July 2021.
  49. ^ "Tomate". 1001 Cocktails. Archived from the original on 14 July 2021. Retrieved 14 July 2021.
  50. ^ "Wilfred's Weather Drink Recipe". Have a Cocktail. Archived from the original on 14 July 2021.
  51. ^ "Wilfred's Weather". Mixed Drink Lab. Archived from the original on 15 July 2021.
  52. ^ "Wilfred's Weather". 1001 Cocktails. Archived from the original on 14 July 2021.
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