CHILE LAUNCHES DYNAMIC CAMPAIGN TO SUPPORT INTRODUCTION OF PISCO IN NEW YORK MARKET
Country’s Producers Create Sector Category to Support Entry to the U.S.
NEW YORK, NY—(March 27, 2012) Chile announces its plan to support the export of pisco to the United States by launching a year-long communications program focused in New York. The effort will be supported by both private investment and public funds and will focus on increasing awareness and educating audiences on the versatility and heritage of Chilean Pisco.
The U.S. campaign will include a comprehensive digital and print advertising campaign, drinks-focused press efforts, trade activity to include a showroom and private dinners, participation in the Manhattan Cocktail Classic and use of a brand ambassador.
The initiative is being supported through the collective efforts of the pisco producers of Chile as well as ProChile, whose mission is to increase visibility of Chilean products. “We realize that New York is one of the most competitive markets in the world for distilled spirits,” said Fernando Herrera, General Manager of Pisco Producers Association and President of the Pisco Export Promotion Program, “but we believe that the range, quality and incredible versatility of our piscos will create a demand among the most discriminating retailers, beverage directors and mixologists.”
Pisco Chile is comprised of a range of pisco producers: small distilleries who craft artisanal piscos, larger distilleries with multiple offerings, and a cooperative with 1,400 members. The piscos, which are grown in two arid regions in the north of the country defined by a Denomination of Origin, are a result of grapes cultivated in a dry heat under cloudless skies, and nourished by water runoff from the Andes. The styles of the piscos range from clear or lightly-hued with aromatic notes, to those deep in color with flavors of vanilla and spice. “I think that New Yorkers will quickly take to the Chilean Piscos,” added Herrera, “as they are interesting, nuanced and a great jumping-off point for those interested in drinks exploration.”
Chilean Pisco is a spirit created by distilling wine made from grapes grown in the Coquimbo and Atacama regions of the country, then rested for a minimum of 60 days before bottling. The result is a versatile, easy to mix spirit that complements a wide range of ingredients. Chilean Pisco can be served neat, with or without ice, or in highly curated cocktails. A limited number of Chilean Piscos are currently available in the U.S., though the availability will increase throughout 2012.
For more information contact Amber Gallaty at The Thomas Collective or visit the website at www.piscochile.com.
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About Pisco Chile:
Pisco Chile is the sector brand of Chilean Pisco. It is supported and financed by the Marcas Sectoriales division of ProChile and the Chilean Pisco Producers Association.
Pisco is a flagship product from Chile and is an aromatic distillate made from grapes grown and processed in the regions of Atacama and Coquimbo. History, tradition, nature and versatility define this exceptional distillate. The essence of nature is reflected in the quality of the grapes, and in the valleys and skies that give life to Chilean Pisco. The numerous mixology opportunities and the variety of pisco styles reflect its versatility.
ProChile is the institution of the Ministry of Foreign Affairs of Chile responsible for promoting exports of goods and services. ProChile also contributes to encourage foreign investment and tourism in Chile. It has a network of over 50 trade offices worldwide and 15 regional offices throughout the country, with specialized teams that contribute to positioning Chile´s attributes in international markets. ProChile also provides detailed information and diverse tools to exporters for a better business management abroad and to detect business opportunities for importers.