The Ricard Pastis. Anise spirit from Pernod Ricard keeps a French classic alive

Ricard Pastis clocks in at 45 percent ABV and remains one of Pernod Ricard’s most enduring anise spirits in French cafés and home bars. The Pernod Ricard S.A. stock (ISIN FR0000120693) benefits from this product line.

Ricard Pastis 45 hits the nose before it even reaches the lips, that familiar mix of anise and licorice rising from the glass as ice cubes clink against the thick tumbler. In Marseille, bar owner Jean-Paul wipes down the counter and casually tops up a pale yellow pour with fresh water.

Classic pastis, modern positioning

Ricard is one of Pernod Ricard’s flagship anise spirits, but it lives in a specific corner of the market: the French apéritif ritual built around a 45 percent ABV pastis that clouds when diluted with water. The drink combines star anise, licorice and other herbs, giving it that unmistakable louche effect as the oils disperse.

On the official Pernod Ricard brand page, Ricard is presented as a Marseille-born recipe created by Paul Ricard in 1932, explicitly positioned as a convivial pre-dinner drink rather than a shot. A typical serving involves one part Ricard to five or six parts chilled water, sometimes with a single ice cube to avoid over-dilution. This keeps the anise aroma clear but softens the bite for casual sipping.

Recipe, ABV and formats

On product detail pages, Ricard Pastis is generally listed at 45 percent alcohol by volume, putting it on the stronger side compared with many liqueurs but in line with traditional pastis recipes from southern France. The base is neutral alcohol infused with a mix of botanicals, with star anise and licorice root dominant among the flavoring plants.

Retailers in France and other European markets typically offer Ricard in 700 ml and 1 liter bottles, with some convenience formats in 350 ml depending on channel. In French supermarkets, it usually sits on the apéritif shelf alongside Pernod and competing pastis labels, often prominently displayed due to strong brand recognition and long-standing consumption habits.

French market focus, global footprint

The core market for Ricard remains France, where pastis is anchored in everyday café culture and summer terraces. Pernod Ricard reports that anise-based spirits, including Ricard, are a meaningful part of its French segment revenue, even as global whisky, vodka and tequila brands grow faster internationally. Outside France, Ricard appears in selected European countries and travel retail, but volumes are more concentrated at home.

CEO Alexandre Ricard repeatedly emphasizes the importance of local roots for legacy brands, including Ricard Pastis, in investor presentations. While Absolut Vodka or Jameson handle international growth, Ricard and similar local labels help stabilize revenue in mature domestic markets by tapping habitual consumption and brand loyalty.

Regulation, pricing and positioning

Because of its 45 percent ABV and spirit classification, Ricard falls under national excise regimes in France and the EU, facing higher tax loads than lower-strength beverages. That taxation shapes shelf pricing: French supermarket listings often place Ricard around the mid-price tier for spirits, above basic table wine but below premium whisky or cognac.

Positioning-wise, Pernod Ricard describes Ricard as an accessible apéritif rather than a luxury status bottle. Marketing materials highlight serving rituals, warm-weather consumption and shared moments at the terrasse, but avoid heavy premium cues or high-end packaging. This pushes volume over margin and keeps the brand firmly in the everyday drinking segment.

Role in Pernod Ricard’s portfolio and stock context

Inside the Pernod Ricard portfolio, Ricard sits alongside other anise spirits and heritage labels that are primarily relevant in their home markets. For retail investors, this means Ricard is a stabilizing cash-flow asset in France rather than a global growth engine like Absolut or Chivas Regal. Revenue from the brand helps smooth out cyclical swings in more trend-sensitive categories such as flavored vodka or ready-to-drink cocktails.

On Euronext Paris, Pernod Ricard S.A. stock (ISIN FR0000120693) trades in euros and reflects the bundled performance of these global and local brands, from Ricard Pastis in Marseille to international icons across spirits categories.

Key facts about Ricard Pastis

• Product: Ricard Pastis 45
• Manufacturer: Pernod Ricard S.A.
• Category: Classic/Longseller spirits
• Market launch: 1932 (France origin)
• MSRP / Price: Typically mid-price tier; around EUR 15–20 per 700 ml bottle in French retail, depending on channel
• Availability: Widely available in France; present in selected European markets and travel retail
• Target group: Adult consumers of traditional apéritifs and anise spirits
• Highlight / USP: Iconic French pastis recipe that clouds with water, anchored in Marseille café culture