Brand
Picon
Picon is a historic French brand of bitter orange aperitifs made with orange and botanicals. Originating from a recipe developed by Gaëtan Picon in 1837, the modern range includes variants designed to be mixed with beer (Picon Bière) or with wine and cocktails (Picon Club / Picon Amer). Since 2022 the brand is part of the Campari Group portfolio.
- Marseille · Provence-Alpes-Côte d'Azur · France
- Since 1837
The story
Amer Picon was created by Gaëtan Picon in 1837 (with origins linked to North Africa) and received international recognition in the second half of the 19th century. Production later developed in France with a first factory in Marseille; over time the brand introduced different versions (the beer variant is known since 1967, while Picon Club was launched in the 1990s). In 2022 the brand and related assets were acquired by Campari Group.
Production philosophy
Simplicity and conviviality: Picon is conceived as a shared aperitif, with a bitter-citrus character that enhances simple drinks (particularly beer). The brand communication aims to combine historical tradition with easy service at the bar.
Territory
France (Mediterranean origin with early historical links to North Africa); historic production and reference site in Marseille.
Awards and recognition
Bronze medal in the bitter/aperitifs category, London Universal Exhibition (1862).
Production method
The exact recipe is secret; official information indicates the use of dried orange peels distilled or extracted, combined with a blend of botanicals (including gentian extracts and cinchona bark) and a small component of caramel/sugar. The product is then assembled and bottled according to the brand's industrial process.
Distillation
Contains extracts/distillates of orange peels; the preparation involves extracting/distilling the aromatic parts of the peels and blending them with botanical extracts. The full recipe remains proprietary.
Characteristics
- Type
- Brand
- City
- Marseille
- Categories
- French bitter aperitifs
- herbal and citrus liqueurs
- historic aperitif brand
- products for mixing (beer and wine)
- Raw materials
- dried orange peels (orange zest)
- gentian roots (gentiana)
- cinchona bark (cinchona)
- sugar/syrup
- caramel
- neutral spirit
- Representative products
- Picon Bière (Amer Picon Bière) - beer version
- Picon Amer (Amer Picon) - classic aperitif
- Picon Club (Amer Picon Club) - designed for wine and cocktails
What makes it distinctive
- Original recipe attributed to Gaëtan Picon (1837).
- Iconic Picon Bière: an aperitif conceived to be mixed with beer.
- Modern range including Picon Bière and Picon Club (variant for wines/cocktails).
- Brand acquisition by Campari Group announced in May 2022.
Products from Picon
Full collectionThere are currently no products available from this producer.