Suze story

Since 1889, Suze has been breaking codes.

Since 1889, Suze has been breaking codes.


Fernand Moureaux, heir to a distillery, joins forces with Henri Porte to create a new kind of aperitif the would not be based on wine, as as the norm, but on yellow gentian roots. This innovation surprised the general public, but far from disconcerted them and prompts them to pursue this non-conformist course.


It was a bold move that earned them a gold medal at the Paris Universal Exhibition. Right from the start, the Suze, with its bright yellow color and unusual bottle, was intriguing. The beginnings of a taste for the original.


The bottle was designed by Henri Porte himself, inspired by a long and thin bottle with a short neck that he had found in his attic. The Suze bottle has remained unchanged ever since. With its monumental silhouette Suze is immediately recognizable.


Suze is the first company to have sales representatives selling the brand in cafés and restaurants “Soon we’ll be launching Suze. To conquer Paris, my idea is to start with the restaurants at Les Halles, because that’s where the capital’s socialites and night owls dine”.


Posted on walls, vans, jugs and ashtrays, no one can escape the name Suze.


In those days of advertising, the Suze brand was one of those claiming therapeutic virtues, which, of course, is no longer the case today.


Pernod bought the brand Suze.


The advertising campaigns highlight Suze's uniqueness and authenticity. With an ironic statement about copies and counterfeits in their advertising.


The advertising returns to its roots. It relies on its strengths: its sophisticated taste, its golden-yellow color and its amber bottle, unique in the world of aperitifs.


Suze is produced in the historical distillery owned by Pernod-Ricard in Thuir, in the South of France and the designer is no other than... Gustave Eiffel.