Picon Rouge French vermouth aperitif 700ml 'old release from the 1960s'

Picon Rouge – French vermouth / aperitif – Bottled in the 1960s

1. Introduction & Product Description

The product in question is Picon Rouge, a French bitter liqueur aperitif in a 700-ml bottle from the 1960s. The term ‘vermouth’ is not entirely accurate here – Picon is not a wine-based vermouth, but a caramel-coloured bitter liqueurmade from oranges, gentian and cinchona bark. The name ‘Rouge’ (red) distinguishes it from later variants such as Picon Blanc or Picon Dry.

2. The company: The history of Gaétan Picon

2.1 Origins in Algeria (1837)

The Picon brand looks back on a history spanning almost 190 years:

2.2 Rise to global prominence

• 1862: Jean-Baptiste Nouvion, sub-prefect of Philippeville, sent a crate of the drink to the Great Exhibition in Londonwithout Picon’s knowledge – where it was awarded a bronze medal

• 1872: Return to France and the establishment of a factory in Marseille, which is still in operation today

• Until the 1980s: Picon was part of the French Cusenier Group; it was later sold to Guinness and finally to Diageo

3. Picon Rouge in detail

3.1 Ingredients & production process

The recipe remains a secretto this day , but the basic ingredients are known:

Production: Dried orange peel is macerated in neutral alcohol, distilled and blended with herbs such as gentian and cinchona bark. Picon is also made using Muscat and Clairette grapes harvested in the south of France.

3.2 Alcohol content – A key characteristic of the 1960s bottling

The alcohol content of Picon has been reduced several timesover the decades – a key distinguishing feature of older bottles:

The 1960s bottling therefore most likely still contains 39% vol. – significantly more alcohol than today’s Picon bottles. This makes it particularly interesting for collectors and connoisseurs.

4. The 1960s bottling – distinguishing features & special characteristics

4.1 Bottle and label design

• Bottle size: 700 ml (70 cl)

• Label: Original ‘G. Picon’ label showing the company’s headquarters inLevallois-Perret (near Paris)

• Closure: Original cork / period closure

• Height: approx. 30 cm

4.2 The 1960s – the golden age of Picon

The 1960s were a heyday for Picon in popular culture:

• Cult film: In the 1962 film *A Monkey in Winter* (*Un singe en hiver*) starring Jean Gabin and Jean-Paul Belmondo, Picon Bière is celebrated in a legendary scene. Audiard’s famous line is: “Le Picon bière, ça pardonne pas.” (“Picon beer is unforgiving.”)

• Advertising: Right up until the 1960s, the slogan “First, relax; first, Picon” featured in radio and television adverts

• Cult status: Picon established itself as the aperitif to accompany beer – particularly in northern and eastern France, as well as in Belgium and Switzerland

5. Sensory description

The 1960s bottling is likely to have presented itself as follows:

Due to its higher alcohol content of 39 per cent, the 1960s version was significantly stronger and more intense in flavour than today’s bottlings.

6. Collectors’ value & current availability

7. Serving recommendation

Picon is nottraditionally drunkneat, but as a mixed drink:

The ideal serving temperature is chilled. The saying ‘Le Picon bière, ça pardonne pas’ underlines the tart, unmistakable character of this cult aperitif.

8. Conclusion

Picon Rouge, dating from the 1960s, is a French bitter liqueur of great cultural and historical significance. Invented in 1837 by Gaétan Picon as a tonic drink for the French army in Algeria, it achieved cult status in the 1960s through film appearances (including with Jean Gabin) and legendary advertising slogans. The 1960s bottling is particularly sought-after, as, at 39% ABV, it still retains the original, significantly higher alcohol content – in contrast to today’s 18% ABV. Today , these bottles are rare collector’s items, prized as testaments to a bygone era of French aperitif culture and fetching prices in the mid double-digit euro range, depending on their condition .