Ricard
Ricard, the undisputed world leader in the aniseed category - with a greater market share by both value and volume than any other - went from strength to strength in 2022. Volumes in France were up by 7.8%(1) over the previous year, with worldwide volumes rising by 6.9%(1) .
Festivals provide Ricard with huge creative spaces to bring the brand to life through unique and memorable experiences. After a significant presence at festivals in the summer of 2022, Ricard has accelerated even more in 2023. The brand was present at multiple festivals in France, including Garorock, Les Eurockéennes and Rock En Seine, solidifying its place as one of the leading spirits at these events which welcomed a total of 1.4 million attendees.
Ricard’s prominence at these events puts it at the heart of memorable moments and increases engagement with Gen Z consumers of legal drinking age. It is an opportunity for the brand to communicate on its responsible drinking strategy in order to educate festival- goers on the Ricard perfect serve: one part (e.g. 2cl) Ricard and five to seven parts (e.g. 10cl to 14cl) fresh water and ice cubes.
(1) IWSR 2022
Millions of people come together every summer at France’s top music festivals, and Ricard is right there with them. Educating people on how best to serve and drink the brand, while promoting responsible consumption are the brand’s top priorities, and experiences like this help to show that Ricard is a truly convivial brand… without excess.”