Peru's national drink never ceases to amaze the world. On this occasion, our pisco entered the Guinness Book of Records by achieving a mass tasting in the city of Ica. Eight hundred and ninety-nine people took part, tasting three varieties of pisco at the same time and consecutively: Quebranta, Italia and Torontel.
The Minister of Foreign Trade and Tourism, Edgar Vasquez, highlighted this achievement to support the actions carried out by the government to promote pisco internationally. "I would like to thank our brothers and sisters in Ica, their academic institutions and the private sector for the Guinness Record achieved. A sign that together Peruvians can achieve anything", he said.
For his part, the regional governor of Ica, Javier Gallego, expressed the pride that the region feels for this achievement and highlighted the success being achieved by producers in the south of the country. "In Ica, as in much of southern Peru, there are traditional wineries and producers who have managed to export a quality distillate recognized in the world", he said.
The challenge took place under the supervision of a World Guinness Records certifier, the Mexican Carlos Tapia; in addition to experts in pisco and oenologists, and health inspectors. It should be noted that the tasting, held at the San Luis Gonzaga educational institution, was promoted by the San Ignacio de Loyola University (USIL), the regional government and the CMO Group.
‘Pisco: Spirit of Peru’
It should be recalled that a few months ago the Peruvian government launched the 'Pisco, Spirit of Peru' industry brand in order to promote knowledge and consumption of pisco in the world.
This brand is part of a strategy by the Peruvian government to internationally highlight the attributes that make it a unique and different distillate, and to position the national product in the whole world. So, together with the Ministry of Foreign Affairs, Ministry of Production, Indecopi, Mincetur and PromPerú, we have organized a work schedule to continue to maintain its quality, legal protection and aggressive national and international promotion", said the head of Mincetur.
Vásquez Vela also said that there will be an intense campaign during 2019 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).
Pisco in the international market
Pisco exports have shown sustained growth in recent years. In 2009 shipments abroad totaled US$ 1.3 million and in 2018 accumulated US$ 5.7 million, growing 320 % in this period. By 2019, it is expected to reach $7 million.
Currently, our 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.
Sources: Mincetur / Peru21