PARIS.- Pernod Ricard, the maker of liqueurs famous in France for the aperitif pastis, announced on Tuesday that it had cancelled its new sponsorship deal with Paris Saint-Germain (PSG) after a wave of protests in Marseilles.
Fans of PSG’s bitter rival Marseille have complained that the drink belongs to their city.
Pernod Ricard said in a statement that it had cancelled the deal announced this week “in the face of strong reactions that have been unleashed.”
Marseille has historically been associated with the liqueur pastis. So when Pernod Ricard announced the commercial agreement with PSG, it left a bitter taste among Marseille fans.
The hashtag #boycottPernodRicard went viral on social media amid feelings of betrayal by a company that prides itself on its roots in Marseille.
The uproar was so intense that the mayor of Marseille, Benoit Payan, became involved by asking Pernod Ricard for an explanation.
Pernod Ricard CEO Alexandre Ricard made the decision to cancel the four-year agreement “after listening to the people who are responsible for its success, including our employees in France, our consumers, our shareholders and, above all, my family.”
History of liquor
Pastis is consumed in all regions of France, but is particularly popular in the south of the country, where Paul Ricard — a native of Marseille — marketed the drink under his name in 1932.
Pernod Ricard was founded in 1975 after the merger of Pernod and Ricard, bringing together two star anise drinks.
PSG and Marseille are the two giants of French football. Their rivalry grew strong during the 1990s. Marseille, the only French club to win the Champions League (1993), has fallen behind since PSG was acquired by Qatari investors in 2011, but the rivalry has remained fierce.
