Byrrh is an aperitif amaro first produced in 1886 by Simon Violet and his brother Pallade. By 1935, Byrrh was the most sold aperitif in France, with sales of 35 million liters. In the late 1960's, regulatory changes led to a shift in production towards Vin Doux Naturel, a type of fortified dessert wine, and away from aperitif drinks like Byrrh. This led to the family selling the label to Pernod-Ricard in 1977.
Byrrh is made from partially fermented Grenache and Carignane grapes that have a bit of alcohol added to them (called mistelle) that then has dry red wine added to it before being flavored with cinchona bark and other herbs and spices. The resulting aromatized wine is then aged in large, neutral oak barrels for three years before bottling. Byrrh is 34 proof.
In 1999, Pernod-Ricard introduced Byrrh Rare Assemblage, which is aged for ten years in small oak barrels.