La Maison Belle Époque, Epernay, France
Voice
Our brands have become purpose-driven cultural leaders in their own right, with clear voices and personalities. They are known, they are trusted, and they are loved by millions.
From Ricard…
The brand that bears the name of its founder, Paul Ricard, was born in Marseille, France, in 1932. Since then, it has carried the heritage of the Marseillais entrepreneur who shaped the brand in his own image. Ricard thus perpetuates his spirit of commitment, and is involved in social and environmental issues, including promoting responsible consumption.
It remains attached to its roots in the south of France and continues to make the altruism and popularity of Paul Ricard shine by being strongly involved in some of the country’s largest cultural gatherings thus promoting the conviviality it is so well-known for.
Ricard has always been a pioneering spirit that doesn’t hesitate to think outside the box or follow what it believes in. Still firmly anchored in its DNA, Ricard continues to adapt to and transcend the times - maintaining its position as the leader in French aperitif culture.
Read more about Ricard on page 53.
…to Absolut
Absolut has always believed in the power of mixing people, ideas and identities to create a fluid culture of inclusivity and diversity. Its commitment runs deep and has never wavered - it has celebrated unique voices, fostered human connection and addressed the issues that matter most to the people it serves for more than 40 years.
In the 1980s, at a time when many global brands were reluctant to do so, Absolut was a strong ally of the LGBTQ community. At the height of the AIDS pandemic, it ran ads in magazines read by gay men and sponsored the Gay & Lesbian Alliance Against Defamation (GLAAD) - now the world’s largest LGBTQ media advocacy organisation.
From its biggest-ever global marketing campaign, Born to Mix, to its 2024 collaboration with AI-generator Copy Lab to challenge entrenched fashion bias, it continues to commemorate and value diversity to this day. The Absolut Ally Programme creates safer spaces in bars, while the brand’s partnership with Tomorrowland festival includes a D&I committee that makes a meaningful difference for festivalgoers each year.
Read more about Absolut on page 50.