After its partnership with PSG, the Pernod-Ricard group “regrets the excitement” and “the lack of understanding” of the people of Marseille – Libération

The announcement sparked anger among many Marseille residents. On Monday, the Pernod-Ricard group, the world’s second largest spirits company, announced with great fanfare a partnership for the next four years with Paris Saint-Germain, saying in a statement that it was impatient to“encourage PSG and its great ambitions for the seasons to come”. In Marseille, the hometown of Paul Ricard, creator of the pastis of the same name, it is an understatement to say that the news did not go down well, with calls for a boycott and vengeful posts on social networks. The state affair even made the front page of Provence, this Wednesday.

The Pernod-Ricard group, which had clearly not anticipated such angry reactions, justified itself in the press. The company, whose headquarters are still based in Marseille, is trying to put out the fire in Provence and with France Bleu. On the radio, Pernod-Ricard says “regret the rush” et “incomprehension” around this partnership. “We are a group of 240 brands with an international vocation,” also highlights the group in Provence : “Indeed, if you do a survey, the majority will think that we only make Ricard pastis, because the brand is very strong. But we are an international company.” He adds: “The Ricard brand is a very French brand and almost exclusively in France, there was never any question of associating it or promoting it within the framework of this partnership. By explaining it, people will understand better.”

The company also insists that this sponsorship of PSG will be done at the “strict exclusion of France” because the Evin law prohibits “any sponsorship operation […] when its object or effect is propaganda or advertising, direct or indirect, in favor of alcoholic beverages. Why did you choose PSG then? “They are present internationally in the markets where we want to activate partnerships,” explains Pernod-Ricard, which nevertheless recalls its attachment to Marseille. “The headquarters of the French entity and the manufacturing plant are located in Marseille. We have launched a promotional campaign “Born in Marseille” in this sense. It speaks of the sincerity of our feelings.” No hard feelings?