With its marketing and reputation as a "hygienic drink," Byrrh sold well in the early twentieth century. It was even exported, despite a name complicating sales. (The word "Byrrh" inevitably evokes "beer" for English and German speakers.)
The Second World War initiated the decline of Byrrh. Aided by tax benefits, natural sweet wines such as banyuls, Muscat de Frontignan and Rivesaltes superseded Byrrh, which went out of fashion. In 1977 the family business, divided by strife, was acquired by Pernod-Ricard.