The biography of Paul Ricard—whose eponymous company Pernod Ricard produced and popularized pastis, an anise aperitif from his native Marseille—embodies a wonderfully rich business success story of the 20th century. Overcoming significant adversity amid the turmoil of the 1930s, Ricard built a renowned premium spirits brand, parlaying the beauty and mystique of Provence into a worldwide libation. A savvy marketer and maverick, Paul Ricard started a company in Marseille, France, to introduce pernod, the beloved local aperitif, to the world. With its striking, colorful branding that evoked sunny Provence, the company thrived until the arrival of World War II, when Ricard was forced to close down operations.