Byrrh is an

aromatised wine Aromatised wine (spelled aromatized in American English) is a wine flavoured with aromatic herbs and spices. These are classified by their alcohol content and the flavourings and other ingredients used. The European Union defines three categories: ...

apéritif made of red wine,

mistelle Fortified wine is a wine to which a distilled spirit, usually brandy, has been added. In the course of some centuries, winemakers have developed many different styles of fortified wine, including port, sherry, madeira, Marsala, Commanda ...

, and

quinine Quinine is a medication used to treat malaria and babesiosis. This includes the treatment of malaria due to ''Plasmodium falciparum'' that is resistant to chloroquine when artesunate is not available. While sometimes used for nocturnal leg ...

. Created in France in 1866 and trademarked in 1873, it was popular as an apéritif in the early 20th century. With its marketing and reputation as a "hygienic drink", Byrrh sold well. It was even exported, despite the similarity of its name to "beer", complicating sales in English- and German-language speaking regions. Byrrh was sold in the United States until

Prohibition Prohibition is the act or practice of forbidding something by law; more particularly the term refers to the banning of the manufacture, storage (whether in barrels or in bottles), transportation, sale, possession, and consumption of alcoholic b ...

. As of 2012, Byrrh has been reintroduced to the United States.

History

Brothers Pallade and Simon Violet, itinerant

draper Draper was originally a term for a retailer or wholesaler of cloth that was mainly for clothing. A draper may additionally operate as a cloth merchant or a haberdasher. History Drapers were an important trade guild during the medieval period ...

s from

Thuir Thuir (; Catalan: Tuïr, ) is a commune in the Pyrénées-Orientales department, southern France. Geography Thuir is located southwest of Perpignan, in the canton of Les Aspres and in the arrondissement of Ceret. It is situated in a plain ...

(

France France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...

), decided to take advantage of the wine fever in the region to develop an apéritif wine flavoured with

cinchona ''Cinchona'' (pronounced or ) is a genus of flowering plants in the family Rubiaceae containing at least 23 species of trees and shrubs. All are native to the Tropical Andes, tropical Andean forests of western South America. A few species are ...

. They mixed dry wines and mistelles and initially marketed the resulting product as a health drink or tonic. This was because the local apéritif producers were displeased about competition with their established brands. Rebranding the brothers' aperitif as a health drink got around this problem, and Byrrh was sold in pharmacies. The

Second World War World War II or the Second World War (1 September 1939 – 2 September 1945) was a World war, global conflict between two coalitions: the Allies of World War II, Allies and the Axis powers. World War II by country, Nearly all of the wo ...

initiated the decline of Byrrh. Aided by tax benefits, natural sweet wines such as Banyuls,

Muscat de Frontignan Muscat (, ) is the capital and most populous city in Oman. It is the seat of the Governorate of Muscat. According to the National Centre for Statistics and Information (NCSI), the population of the Muscat Governorate in 2022 was 1.72 million. ...

, and

Rivesaltes Rivesaltes (; , which means the ''high shores'') is a commune in the Pyrénées-Orientales department in southern France. Geography Rivesaltes is in the canton of La Vallée de l'Agly and in the arrondissement of Perpignan. Politics and ...

superseded Byrrh, which went out of fashion. In 1977, the family business, divided by strife, was acquired by

Pernod-Ricard Pernod Ricard () is a French company best known for its anise-flavoured pastis apéritifs Pernod Anise and Ricard Pastis (often referred to simply as ''Pernod'' or ''Ricard''). The world's second-largest wine and spirits seller, it also produces ...

. Pernod-Ricard still makes the drink at its facility in

near

Perpignan Perpignan (, , ; ; ) is the prefectures in France, prefecture of the Pyrénées-Orientales departments of France, department in Southern France, in the heart of the plain of Roussillon, at the foot of the Pyrenees a few kilometres from the Me ...

, part of which was designed by

Gustave Eiffel Alexandre Gustave Eiffel ( , ; Bonickhausen dit Eiffel; 15 December 1832 – 27 December 1923) was a French civil engineer. A graduate of École Centrale des Arts et Manufactures, he made his name with various bridges for the French railway net ...

In popular culture

Advertisements for Byrrh are often visible in older French films or in films set in the France of the past. Some examples:

Alfred Hitchcock Sir Alfred Joseph Hitchcock (13 August 1899 – 29 April 1980) was an English film director. He is widely regarded as one of the most influential figures in the history of cinema. In a career spanning six decades, he directed over 50 featu ...

's ''

Rich and Strange ''Rich and Strange'', released in the United States as ''East of Shanghai'', is a 1931 British romance film directed by Alfred Hitchcock during his time in the British film industry. The film was adapted by Hitchcock, his wife Alma Reville, and ...

'' (1931), ''

An American in Paris ''An American in Paris'' is a jazz-influenced symphonic poem (or tone poem) for orchestra by American composer George Gershwin first performed in 1928. It was inspired by the time that Gershwin had spent in Paris and evokes the sights and en ...

'' (1951), the Oscar winning short film

The Red Balloon ''The Red Balloon'' () is a 1956 French fantasy comedy-drama featurette written, produced, and directed by Albert Lamorisse. The thirty-four-minute short, which follows the adventures of a young boy who one day finds a sentient, mute, red ballo ...

(1956),

Claude Chabrol Claude Henri Jean Chabrol (; 24 June 1930 – 12 September 2010) was a French film director and a member of the French New Wave (''nouvelle vague'') group of filmmakers who first came to prominence at the end of the 1950s. Like his colleagues an ...

's ''

Le Beau Serge ''Le Beau Serge'' (, literal English translation: "Handsome Serge") is a 1958 French film directed by Claude Chabrol. It has been cited as the first product of the Nouvelle Vague, or French New Wave, film movement. The film is often compared wit ...

'' (1958), ''Dunkirk'' (1958),

François Truffaut François Roland Truffaut ( , ; ; 6 February 1932 – 21 October 1984) was a French filmmaker, actor, and critic. He is widely regarded as one of the founders of the French New Wave. He came under the tutelage of film critic Andre Bazin as a ...

's ''

Shoot the Piano Player ''Shoot the Piano Player'' (; UK title: ''Shoot the Pianist'') is a 1960 French New Wave crime drama film directed by François Truffaut that stars Charles Aznavour as the titular pianist with Marie Dubois, Nicole Berger, and Michèle Mercier ...

'' (1960), ''The Great Escape'' (1963), ''Jack of Diamonds'' (1967, MGM) filmed in Germany, the 1970 World War II comedy ''

Kelly's Heroes ''Kelly's Heroes'' is a 1970 war comedy drama film directed by Brian G. Hutton. Set during World War II, the film tells the story of a motley crew of American GIs who go AWOL to rob a French bank, located behind German lines, of its stored Na ...

'', ''

The Wing or the Thigh ''The Wing or the Thigh'', from the French () is a 1976 French comedy film directed by Claude Zidi, starring Louis de Funès and Coluche. Plot Charles Duchemin ( Louis de Funès) is the editor of an internationally known restaurant guide, for ...

'' (1976) in which it appears in Auberge de la Truite, and the 1998

Steven Spielberg Steven Allan Spielberg ( ; born December 18, 1946) is an American filmmaker. A major figure of the New Hollywood era and pioneer of the modern blockbuster, Spielberg is widely regarded as one of the greatest film directors of all time and is ...

film ''

Saving Private Ryan ''Saving Private Ryan'' is a 1998 American epic war film directed by Steven Spielberg and written by Robert Rodat. Set in 1944 in Normandy, France, during World War II, it follows a group of soldiers, led by Captain John Miller ( Tom Hanks) ...

''. On a French postage stamp of 1932 is a small advertisement for Byrrh on the selvage of the stamp sheet. The stamp is a 50 centimes stamp designed for regular postage (not a commemorative) designated #267 in the Scott Catalogue of Stamps. It pictures a woman who is supposed to represent Peace holding an olive branch. The stamp is printed in red on white paper. Byrrh signs are prominently displayed throughout Café Réne in the 1980s BBC sitcom ''

'Allo 'Allo! ''Allo 'Allo!'' is a British sitcom television series, created by David Croft and Jeremy Lloyd, starring Gorden Kaye, Carmen Silvera, Guy Siner and Richard Gibson. Originally broadcast on BBC1, the series focuses on the life of a Frenc ...

'' ''Mad Men'' Season 4, episode 6 ("

Waldorf Stories "Waldorf Stories" is the sixth episode of the fourth season of the American television drama series ''Mad Men'', and the 45th overall episode of the series. It was written by Brett Johnson and series creator and executive producer Matthew Wein ...

") featured a Byrrh advertisement that won a

CLIO Award The Clio Awards, also simply known as The Clios, is an annual award program that recognizes innovation and creative excellence in advertising, design, and communication, as judged by an international panel of advertising professionals. The awar ...

in April 1965.

The A.V. Club ''The A.V. Club'' is an online newspaper and entertainment website featuring reviews, interviews, and other articles that examine films, music, television, books, games, and other elements of pop-culture media. ''The A.V. Club'' was created in ...

Reviewer Keith Phipps notes: "One of the other Clios went to Byrrh, a wine-based aperitif whose failure to catch fire in America illustrates that even great advertising can’t sell something people don’t want."

References

External links

Byrrh on the Pernod website
{{Pernod Ricard Cocktails with wine Pernod Ricard brands