The Minister of Foreign Trade and Tourism of Peru (Mincetur), Edgar Vásquez, presented the industry brand "Pisco, Spirit of Peru", the slogan that will accompany our flagship drink in its conquest of world markets.
This brand is part of a strategy from the Peruvian government to highlight the attributes that make Pisco a distinguished and especially unique liquor at a global level
"We proudly present this industry brand that was created by PROMPERÚ and combines traditional and modern aspects, so that past and present complement each other to offer a renewed image with international projection. We present the alliance of the drink with cuisine, its denomination of origin and its way of transmitting experiences, unique sensations and having an inexhaustible versatility," said the head of Mincetur.
The minister also added that the new visual identity is being introduced in all pisco bars internationally and, from now on, throughout the country.
It is worth mentioning that the presentation of the brand "Pisco, Spirit of Peru" took place during its exhibition at the Adex Agroexport Lunch.
According to Minister Vásquez, during 2019 there will be an intense campaign involving 42 activities in the foreign market to promote Pisco in international markets. One of them is the trade mission to Beijing and Delhi, after India recently recognized Peru's exclusive rights to the Pisco Denomination of Origin. In addition, there will be participation in trade fairs, knowledge workshops, tastings, activations and tastings in mixology (cocktails).
These activities are carried out in coordination with the National Pisco Commission (Conapisco), which in addition to Promperú, includes representatives of the five pisco regions, the Ministry of Foreign Trade and Tourism, the Ministry of Production, the Ministry of Foreign Affairs, and Indecopi. It should be noted that they work together on issues of promotion and defense of Pisco at the national and international levels.
In recent years, Pisco exports have shown sustained growth. In 2009 shipments abroad totaled US$ 1.3 million and in 2018 accumulated US$ 5.7 million, growing 320% in this period. Currently, the flagship drink reaches 33 markets in the Americas, Asia and Europe. The United States is the largest with a 46.2% share, followed by Spain with 15%. It also reaches the United Kingdom, the Netherlands, Germany, Colombia, Chile, Australia, France, Belgium, Brazil and Ecuador, among others. New destinations include the United Arab Emirates, Thailand and Denmark.
The asterisk evokes the sun flowing over the earth, as well as a natural form denoting essence. It also refers to transparency in that its presence indicates a broadening of information. The word "Spirit" refers both to the "spirit" of Peru as well as its category as a spirit drink. It reinforces the denomination of origin, identity and provenance.
With the registration of the trademark 'Pisco, Spirit of Peru', the State – through Indecopi, Mincetur and Promperú – strengthens the brand positioning work of the Pisco Denomination of Origin, one of the most emblematic of the country.
The denomination of origin is a distinctive mark which takes the name of the place which distinguishes a product, the characteristics of which come from the natural factors of that area (climate, water, type of soil, etc.), as well as human factors (traditional forms of production, ancestral knowledge and customs of the producers) of that geographical area.
The Pisco denomination of origin is recognized in 70 countries and has earned innumerable prizes in the most important liquor and spirit contests in the world.