THE FIRST PRODUCT NAME
Izarra’s official name when it came out in 1906 was “Fine-Hendaye”, because at the time all Basques ordered fine-hendaye, a liqueur made with plants in bouilleurs de cru in the Hendaye region, cut with water. Joseph Grattau had decided to take this generic name and make a brand name out of it. The following year, he had to rename his Fine-Hendaye. The name Izarra was chosen, which was a simple tagline.