With the aim of promoting the knowledge and consumption of pisco in the international markets of spirits, the Commission for the Promotion of Peru for Exports and Tourism (PROMPERU), through the Peru Brand, presented the brand 'Pisco, Spirit of Peru' during Madrid Fusión 2019, one of the most important gastronomic events in Europe.
Pisco is not only the national drink of Peru, but also one of the main references of its cuisine. Its versatility evokes tradition and modernity, characteristics that combine perfectly to give life to its new graphic identity: 'Pisco, Spirit of Peru'.
Inspired by five attributes: biodiversity, quality, history, culture and versatility, the slogan 'Spirit of Peru' will convey the emotions of Peru around its flagship drink, the "spirit" of Peru. In addition, a reference is made to the category in which pisco is included in potential markets, reinforcing its denomination of origin, identity, the use of the eight Pisco grapes and origin.
This initiative connects Pisco with Peru, its place of origin, and generates a rapid recognition of its qualities as a distillate by the target, countries such as the United States, Spain, Germany, the United Kingdom and the Netherlands.
'Pisco, Spirit of Peru' was presented at The Drinks Show, an event specializing in cocktails organized within the framework of Madrid Fusión, attended by entrepreneurs linked to catering, chefs, gastronomic influencers and journalists from all over the world. There were tastings of traditional and contemporary cocktails based on pisco by Peruvian experts Aaron Díaz and Omar Kuan.
PROMPERÚ has developed 'Pisco, Spirit of Peru' through the Communications and Country Image Department, which has part of its strategic goals is to promote the benefits of our products, such as pisco.
In previous opportunities, they also developed the sectorial brands Super Foods Peru, Coffees from Perú, Alpaca del Peru and Peru Textiles to position agricultural products and textiles and promote their export.
The pisco market has grown steadily since 2012, at an annual production rate of more than 10%. According to PRODUCE data, in 2008 the consumption reached 955,000 liters, while in 2017 it reached 1.9 million liters.