Picon bitter

Picon is a classic French bittersweet liqueur, traditionally known for its unique orange-based flavor and deep amber color. It was created in 1837 by Gaétan Picon during his military service in Algeria as a protective medicine against malaria, eventually evolving into a beloved beverage usually mixed with beer or white wine.

The brand has a long history transitioning from its North African roots back to France. Today, it remains a staple of French drinking culture, particularly in Eastern and Northern France. Ownership of the brand has shifted through major corporate mergers, eventually becoming a prominent part of the Moët Hennessy Louis Vuitton (LVMH) spirits portfolio following a deal with Diageo in recent years. Manufacturing continues to be centered in France to maintain its authentic regional identity.