By announcing a “partnership” with the PSG football club, the Marseille-based firm has aroused the anger of some of its loyal customers. Pernod Ricard also risks being accused of trying to circumvent the Evin law.
Fred le Marseillais, a colorful character who speaks with an authentic Marseille accent on social media where he celebrates OM, Ricard (before which he prostrates himself as before the Holy Sacrament) and the most chauvinistic Provençal spirit, has just published an angry video. “High treason! I’m boycotting Ricard!” he angrily declares before filming himself emptying a bottle of the brand’s pastis into the toilet bowl and promising to quench his thirst from now on with anisettes from the competition (Casanis and Janot). He and many others have been calling for a boycott of the Marseillais’ favorite aperitif for the past 48 hours.
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Created in Marseille by Paul Ricard in the early 1930s, the brand was the subject of a volley of criticism from its most fervent supporters, all from Marseille. “Shame on Pernod Ricard!… Shameful, a betrayal.” Le quotidien Provence even headlined on five columns on the front page of its September 3 edition: “Pernod Ricard sponsors PSG: The Marseillais laugh yellow.”
The front page of La Provence from September 4, 2024 Credit: @LaProvence
“Ricard is Marseille”
The object of their vindictiveness is the announcement made by Paul Ricard’s grandson on August 30: “We are very proud to announce our new partnership with Paris Saint-Germain, of which we will be the exclusive supplier for its lounges where we will have the possibility of welcoming our own guests,” explained Alexandre Ricard, CEO of the French group born in Marseille and world number two in the spirits market, during a financial press conference. The announcement of the partnership was also the subject of a triumphant video from the Parisian club.
- challenges.fr
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