Following extensive redesigns for a number of its brands, Pernod Ricard has revamped its flagship brand for the first time in its nearly 80-year history.

The group has unveiled a new design for the Ricard bottle by a British company, in an attempt to boost sales for a drink that is synonymous with the French way of life.

Described as a “daring metamorphosis” by the Ricard company chairman Philippe Savinel, the new design aims to refresh the heritage pastis brand.

Ricard has been sold in a variety of limited-edition bottles but this is the first time since 1932 that the standard bottle will change. Price: €16.

Source: Financial Times