Pisco, a type of brandy, is produced by distilling fermented grape juice into a high-proof spirit. With its colorless to yellow hue, this beverage is considered a novelty in the UK and Europe due to its underdeveloped international market. However, many brands are now looking to expand into these markets, recognizing the potential for growth and the demand for spirits with interesting stories.
Pisco is produced in Peru and Chile, with a colorless or yellowish-to-amber color. Its creation dates back to the 16th century when Spanish settlers developed it as an alternative to imported pomace brandy from Spain. In recent years, spirits like tequila and Mezcal have gained popularity, and companies believe that pisco offers a unique story and excellent quality that can appeal to consumers looking for something different.
Nicolás Poblete, Director of ProChile UK, explains, “Consumers in the UK are looking for spirits with interesting stories behind them, different to the products that have been widely consumed historically in the country. We think pisco offers a great story to tell about the product, its origin, the regions in Chile where it is produced, and of course, a great quality compared with any other product on the same price range, from entry level to premium spirits.” Pisco’s versatility also makes it appealing as people enjoy creating cocktails at home, a trend that has emerged during the pandemic.
Brands like Pisco Cogoti and Tololo Vineyards are planning to expand into the UK and Europe, recognizing the opportunities presented by the cocktail bar scene and new consumption trends. They aim to introduce pisco to more people through restaurants and retailers. Furthermore, promotional activities, like masterclasses and trade missions, have been organized to increase awareness and knowledge about pisco in these markets.
Rodrigo Arredondo, founder of Pisco Nontay, emphasizes the significance of pisco in Chilean culture. The majority of pisco production, around 36 million liters per year, is consumed domestically. However, with an increase in pisco exports in recent years, producers are now looking to expand internationally. The growth of the industry has led to improvements in the quality of pisco through various distillation processes and aging techniques.
To market pisco to European consumers, it is important to link it to what is familiar, such as the reputation of Chilean wine. Pisco is produced in the northern regions of Atacama and Coquimbo, known for their tourism spots, including the driest desert in the world and observatories. The unique climate and quality of the grapes contribute to the distinct taste of pisco. Beyond familiarity, the surprise factor also plays a role in attracting consumers. Pisco is described as a drink that “surprises everyone who has the chance of tasting” it.
In conclusion, the market for pisco in the UK and Europe is growing, driven by a desire for unique spirits with interesting stories. By highlighting the product’s origin, quality, and versatility, producers aim to capture the attention of consumers and establish a presence in these markets. With increasing exports and support from the public sector, pisco is poised for continued growth and recognition on a global scale.
