Picon is an iconic French fresh tasting ruby-red liqueur, created by entrepreneur Gaetan Picon in 1837, combining zesty orange peels and flavorful plants (including Cinchona bark and dried Gentian roots).

VERSION FRANCE There are four variants in the Picon line-up: Picon Bière, the iconic choice for mixing with beer, also known as Picon à l’Orange in certain markets; Picon Club, the wine lover's go-to mix; and Picon Amer, the cocktail connoisseur's delight.

VERSION INTERNATIONAL There are two variants in the Picon line-up: Picon Bière, the iconic choice for mixing with beer, and Picon Amer, the cocktail connoisseur's delight.

Pee-Kown

Picon is a true love brand, fostering a genuine community of enthusiasts. Like any iconic brand that has stood the test of time, Picon has built itself around a merchandising culture – posters, coasters, chalkboards, or signs; Picon adorned local bars. This culture still thrives among the most passionate collectors, who continue to exchange the most collectable items of the brand. Today, Picon is introducing a fully ownable, branded crafted glass, designed for Picon, and Picon only, that will combine the functionality of a beer glass with the sophisticated design of a cocktail glass. Other Picon merchandise items will soon be available to consumers.

"Du Picon, de la bière, et c'est tout !" (Picon. Beer. And that’s it). This campaign highlights the very essence of Picon—a zesty orange and plant fusion signature taste—stimulated by the fresh taste of the beer. Beyond the taste, it embodies a spirit of simplicity and camaraderie, where Picon is the undeniable and refreshing alternative for those who prefer an uncomplicated yet unique drinking experience. No fuss, just grab a glass, and a peanut or two, to accompany those bonding moments by the bar counter. That’s it.

Picon has historically been a big hit in the North and East of France, as well as in Belgium, but it's the Picon Bière aperitif that steals the spotlight. These regions are beer strongholds, making it natural to find Picon Bière, a liqueur designed to perfectly mix with beer, with its zesty touch and refreshing taste, taking center stage on bar counters. Picon has made itself at home in these areas and beyond, becoming a true symbol of conviviality, perfect for all bonding moments. It won’t be long until we see Picon enjoyed in other countries.

When mixed with beer, Picon Bière distinguishes itself as an aperitif, creating a unique drinking experience that sets it apart from traditional beers. It has a dark brown color with a reddish hue and dense appearance. Its aroma is sweet and round, with caramel and citrus notes. These notes are also present in the taste of Picon Bière, making it pleasantly sweet and smoothly bitter.

Picon sets itself apart with its unique taste, quality ingredients and pairing alliance with beer. Its blend of zesty orange peels, and flavorful plants, including Cinchona bark and dried Gentian roots enhanced by a touch of caramel creates a smooth and distinctive flavor that make it perfect to mix with beer which is unexpected for a bitter liqueur.

Picon is special, thanks to its distinctive, unmatched, and refreshing taste. It strikes the perfect balance between the bitterness of sun-dried oranges and plant extracts and the sweetness of caramel. Picon is perfect to mix with beer, as seen in the fresh tasting simple aperitif ‘Picon Bière’. This combination unveils Picon's essence — its zesty orange and plant fusion signature taste stimulated by the liveliness of the beer. The unmatched taste of Picon remains unrivaled by any other liqueur to date.

No, Picon is not a new product. Picon is an iconic French liqueur created by entrepreneur Gaetan Picon in 1837. The history of Picon is rooted in French culture, as seen by its numerous appearances in posters or references in cinema and songs since it was first created.

At a regular café, a local bar, the new spot to be or at home—Picon is the ideal aperitif. Find it almost anywhere. Everywhere. Simply. Feel free. Just grab a glass, and a peanut or two, and there it is. Clear the noise, or crank it up louder, venture off the path or stay on course but always do so with your friends, your mates, your regulars. Picon adds a French touch to your aperitif moments.