Our national drink continues to enamor palates all over the world; and this time it was the turn of the German ProWein fair, where the "Pisco, the Spirit of Peru" brand was the star of its twenty-fifth edition.
Thanks to the support of the Commercial Office of Peru in Hamburg (OCEX Hamburg) and the Chamber of Commerce of Lima (CCL), Peru was represented by the companies Portón, Cuatro Gallos, Intipalka, Tacama and Legado.
"The presentation of the brand in this market will allow us to greatly increase promotion of pisco consumption in Europe. Germany in particular is already among the top five destination and consumer markets in the world", said Gycs Gordon, director of OCEX Hamburg.
With this participation, sales are expected to reach $350,000 in the next 12 months, thanks to the contacts generated with business people from Germany, France, Holland, the United Kingdom, Poland, India and South Africa.
Pisco sour, star of the event
Chilcano and Pisco Sour were the drinks that most attracted the attention of those attending the fair and important buyers.
Part of the presentation of "Pisco, the Spirit of Peru" included preparation of the wonderful Pisco Sour, as well as other creations based on our national drink for the attendees of the event. The exhibition was organized by Guillermo Delgado, a Peruvian living in Germany and finalist of the World Class in 2018, the main tournament in this category.
It is worth mentioning that this fair also served to launch the Ginca brand Peruvian gin, through its Andean and Amazonian presentations.
ProWein in Germany is the largest exhibition of wines and spirits in the world. It was attended by 61,500 people in this edition, which became a record number in its 25 years of existence.
The attendees, mainly trade and gastronomy professionals, came from 142 countries (from all over Europe, Japan, China, Russia, the USA, South Africa, India, United Arab Emirates and Australia, among others).
Pisco for the world
Last March, PromPerú officially launched the "Pisco, Spirit of Peru" industry brand, a slogan that will accompany our national drink in the conquest of world markets. This brand is part of a strategy by the Peruvian government to highlight the attributes that make Pisco a distinguished and especially unique liquor worldwide
Pisco exports have shown sustained growth in recent years. In 2009 shipments abroad totaled US$ 1.3 million and in 2018 accumulated US$ 5.7 million, growing 320 % in this period.
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.