How the Ricard Family Built Ricard Pastis

In this episode of Family Business Stories, Lucas and Luna explore the unlikely rise of Ricard, the iconic French pastis brand that became a national institution. Founded by Paul Ricard in 1932 as a response to a government ban on absinthe, the company grew from a single Marseille bar to a global spirits empire, all while staying in family hands for three generations. The episode zeroes in on the Ricard family's signature moves: the early bet on advertising, the creation of a Provençal lifestyle brand, and the decision to merge with Pernod in 1975, forming Pernod Ricard. Lucas unpacks the numbers — the initial sales figures, the rise of the Ricard brand, and the eventual global expansion — while Luna brings up the cultural side: the role of pastis in French social life and the family's careful management of its image. They also touch on how the Ricard family navigated succession, keeping the brand relevant across generations. A thoughtful look at how a family business turned a regional drink into a worldwide symbol of French leisure. #Ricard #Pastis #FrenchBusiness #FamilyBusiness #PernodRicard #PaulRicard #Marseille #SpiritsIndustry #BrandBuilding #Succession #LifestyleBrand #Advertising #GlobalExpansion #Business #FexingoBusiness #BusinessPodcast #FamilyLegacy #Heritage Keep every episode free: buymeacoffee.com/fexingo