A secret blend of star anise, fennel seeds, liquorice and Provençal herbs formed the basis of the pastis recipe that allowed a Marseille-born entrepreneur to establish a global spirits enterprise. Between 1932 and 1997, he transformed a local aniseed liqueur into a commercial force, while simultaneously pioneering sports sponsorship and industrial environmental advocacy across France.
The Creation of an Aniseed Brand
Born in 1909 in Sainte-Marthe, Marseille, Ricard grew up in a family of wine merchants. Despite his father’s initial disapproval of his artistic ambitions, he experimented with distilling pastis in his bedroom. Following the lifting of prohibitions on aniseed spirits in 1932, he marketed his version as the authentic pastis of Marseille. His company, formally established in 1939, utilized unique branding—featuring blue and yellow colors inspired by the Mediterranean sky and sun—and distributed branded items like jugs and decanters to secure market share.
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During the Second World War, when pastis was banned by the Vichy regime, Ricard shifted his focus to the Camargue region to experiment with rice farming. He also developed an alcohol-based petrol substitute for the French Resistance using plums and cherries. After the war, he aggressively expanded his business, hiring future Minister of the Interior Charles Pasqua as a marketing director. By 1962, the company was listed on the Bourse, with shares distributed to employees. Ricard retired from daily operations in 1968, and the firm later merged with Pernod in 1975 to form the global entity Pernod Ricard.
Marketing through Sport and Infrastructure
Ricard utilized large-scale sponsorships to promote his products. He became the first commercial sponsor of the Tour de France in 1948, deploying branded trucks and concert events along the route. In 1970, he oversaw the construction of the Circuit Paul Ricard near Le Castellet. This facility hosted 14 Formula One French Grand Prix races between 1971 and 1990, as well as the Bol d'Or and the French motorcycle Grand Prix, alongside the construction of the Le Castellet Airport.
Environmental Stewardship and Public Life
In the 1950s, Ricard purchased the islands of Bendor and Embiez. He established the Universal Exposition of Wines and Spirits on Bendor and founded the Paul Ricard Oceanographic Institute on Embiez in 1966 to combat industrial pollution, specifically targeting 'red mud' discharge in the Mediterranean. Later in life, he focused on local governance, serving as the mayor of Signes from 1972 to 1980. He passed away in 1997 at age 88 and was buried on Embiez.
Fast facts
- Born: 1909, Marseille
- Died: 1997, Signes
- Citizenship: France
- Main Product: Pastis
- Corporate Merger: 1975 (Pernod Ricard)
- Political Office: Mayor of Signes (1972-1980)
- Film Production: La maison du printemps (1950)
- Burial Site: Embiez Island
Questions readers ask
What was the main commercial result of Ricard's career?
He created an eponymous pastis brand that merged with Pernod in 1975 to form Pernod Ricard, which was the third-largest global spirits company by the time of his death.
What was Paul Ricard's involvement in motorsports?
He built the Circuit Paul Ricard in Le Castellet in 1970, which hosted numerous international racing events, including the Formula One French Grand Prix.
