Paris Saint-Germain launches its Made in PSG pear juice

After announcing the collaboration with Bearbrick and showing the new tracksuit PSG x Jordan worn by Zion Williamson, Paris Saint-Germain has displaced everyone by announcing the pear juice "Made in PSG".
Served for the first time at Paris Saint-Germain’s home game against FC Nantes at the Parc des Princes on 4 December, Made in PSG Training Center pear juice will be available to spectators at the stadium’s hospitality areas for the rest of the season. 
The source of the juice comes from the orchards home to more than 2,800 trees of seven different varieties of pear planted in the new PSG Training centre that will host all the PSG's teams from 2022.
As stated by the French club: 

Paris Saint-Germain intends to continue producing Made in PSG Training Center craft juice in the years to come. In 2019, nearly 18 tonnes of five different pear varieties were harvested, and the prospects for an excellent flowering season next year are good, with the trees in perfect condition right now.

The news may seem curious, but it fits coherently in the branding strategy of the Parisian team, together with the collaboration with Jordan and the hype built around the club. The idea behind this strategy is to build a brand with a meaning beyond the football field that communicates principles - such as attention to food and the environment - that fans can make their own.

The image highlighted in the article is a mock-up fruit of the imagination of the editorial staff of nss sports.