Pisco: An Experience with Added Value
Placeres Magazine, edition No 14, grateful for the opportunity.
Some time ago, I was talking with a friend about our participation in the National Pisco Competition. He told me that while in Mexico, he was struck by the fact that, after dinner, the waiter asked which tequila each guest would like to enjoy. Each diner chose according to their preferences: some opted for reposados, others for añejos, blancos, extra añejos, and so on. An endless variety for every taste. Why aren’t we asked what type of pisco we’d like to drink? We have eight pisco grape varieties and twelve types of pisco: the eight single-grape piscos, the Acholado (Blended), and the three types of Green Must pisco (Mosto Verde)—non-aromatic, aromatic, and blended. In addition, we have five regions with Designation of Origin, each with distinct climates, altitudes, and grape varieties. Why not take advantage of this diversity? Personally, every time I go to a restaurant, I ask for a glass of pisco with my dessert, which allows me to discover the brands the venue offers.
Recently, for example, I was offered a glass of Green Must Quebranta pisco to accompany a chocolate éclair. Although it wasn’t the variety I would have chosen for that dessert, I must admit the pairing worked quite well. However, I suggested that a restaurant of that caliber should offer a wider selection of piscos. As customers, we need to begin setting standards. It’s unacceptable to be served a pisco sour without knowing which pisco was used to prepare it. We should know our preferred pisco and ask that our cocktails be made with that specific one. The diversity of piscos we have is equal to—or even greater than—that of tequilas in Mexico.
Many Peruvians living abroad contact us asking for pisco. In those cases, we tell them that the most well-known brands—though not necessarily the best—are the ones most easily found. Many excellent brands from small and medium-sized producers don't have enough stock to supply the market consistently, which drives up their prices. Positioning a high-quality pisco in markets like Europe requires significant investment, and small producers don’t always have the resources to take on that challenge. An interesting alternative could be the creation of umbrella brands—small producer associations that operate as a kind of mini regulatory council. In this model, producers of all sizes—small, medium, or large—are welcome to participate. Most importantly, the producers themselves establish the regulations and commit to following them, ensuring that every member of the umbrella brand adheres to the same quality standards.
Each producer is responsible for the quality of their pisco, which must undergo all the chemical analyses required by current regulations. Finally, it is evaluated organoleptically by three panels of expert tasting judges before being included under the umbrella brand. Every bottle will carry a QR code that allows consumers to learn about the distillery, its location, history, the master distiller, and more. It will also include information on the judges who participated in the sensory evaluation, along with their credentials. This process not only guarantees quality standards but also adds tangible value to the product. The consumer is not just paying for a bottle of pisco; they are investing in a rigorously assessed product with traceability and verifiable information that supports its quality. This justifies a higher price point, as the customer understands they are purchasing
something exclusive, backed by experts.
However, brand protection is essential. Member producers self-regulate, and those who fail to
to meet the established standards must leave the umbrella brand. The integrity and prestige of pisco must be safeguarded at all costs. Additionally, we need to promote pisco consumption as a premium, limited-production spirit. Presentation also matters: bottle design, logos, and labels are crucial. In Europe, bottles of grappa or other spirits can cost €200 or more. I’m convinced there is a market for a high-end pisco.
Let’s organize to make it happen. Dreaming is free, and in the case of pisco, dreams can come true if we work together—producers, consumers, authorities, and enthusiasts—to value and promote it. Enjoy pisco responsibly.
Til next time!
By Livio Pastorino Wagner
Sommelier, Specialist, and Pisco Taster
Registration: CRDO-PISCO 2020 RCO-034-2011
@elmagozurdo
Placeres Magazine, No. 14 april 11, 2025
Pisco & music
April 2025
Where pisco is the only protagonist!
#piscosour #winelover #pasionporlacata #bar #elpiscoesdelperu #vino #vinosdelperu #pisco #piscolover #Lima #Arequipa #Ica #Moquegua #Tacna #Peru @aspercat1 #piscopunch #piscosour #piscotonic #capitan #chilcanodepisco
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In the Albilla category, we had competition between Valle Sagrado and Santa María Magdalena. In my case, I preferred the latter. Very well done. My reference for these piscos is memories of chamomile. I awarded both of them gold medals.
It was an excellent opportunity to share with friends, tasters, and producers, as well as to taste high-quality spirits. Remember to drink pisco responsibly.