El pisco se internacionaliza.
Author | Bustos, Sergio R. |
Position | Bebida Chilena - TT: Pisco goes international. - TA: Chilean brew |
LOS CHILENOS AMAN SU PISCO TANTO COMO LOS rusos su vodka y los mexicanos su tequila, pero los productores chilenos afrontan un dilema en su propio patio: los más jóvenes beben más cerveza, lo que ha estancado las ventas de pisco.
La solución: vender pisco en el extranjero. A partir de julio, los productores chilenos de pisco lanzaron una campaña de anuncios para vender el producto en el extranjero, específicamente en Estados Unidos y Argentina. Actualmente, menos del 1% de las 6 millones de cajas de pisco producidas en Chile (menos de US$5 millones) se venden en el exterior, según el agregado comercial chileno en Miami, Luis Montero.
La Asociación de Exportadores de Pisco de Chile, una pequeña organización que produce colectivamente el 97% de todo el pisco que se elabora en Chile, confía en los bebedores de ambos países para aumentar las ventas del producto, que se fabrica mediante un proceso de destilación a partir de uvas rojas chilenas.
"Esperamos seguir los pasos del tequila y el vodka, que han tenido un gran éxito en el mercado estadounidense, y esperamos aprovechar la popularidad de los vinos chilenos", dice Montero.
Los productores chilenos de pisco han hecho una vasta investigación de mercado, con pruebas en grupos de estudio en la Florida y Nueva York. A los grupos de estudio les gustaron dos bebidas mezcladas con pisco: Pisco Sour y Piscarita, una especie de margarita con pisco. El Pisco Sour (una...
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