Historical Pisco Dispute Shifts from Diplomatic to Commercial
The longstanding pisco dispute between Peru and Chile has transitioned from a diplomatic battle to a commercial one, now resurfacing in the symbolic realm. Peru recently announced that UNESCO recognized 16th-century manuscripts supporting the Peruvian origin of pisco. Meanwhile, Chile highlighted that over 50 countries, including the United States and some from the European Union, endorse Chilean pisco as a valid denomination.
Shifting Market Dynamics
The question is no longer solely about pisco’s origin but who is selling it better. Official figures from 2024 show a shift in both value and volume: while Peruvian exports of the spirit fell nearly 10%, Chilean exports surged by 33%, marking their best performance ever, according to the National Customs Service.
Divergent Strategies
This contrast reflects different strategies: Peru, with its high-quality product and recognized tradition, has lost momentum in its international positioning. Chile, on the other hand, invested in global campaigns, strong public-private partnerships, and expansion into new markets.
Peruvian Pisco: A Symbol of National Pride
Traditionally crafted exclusively from the fermented juice of pisco grapes without additives or mixtures, Peruvian pisco has long been one of the nation’s most emblematic products.
In 2024, exports to foreign markets dropped by 9.8% to $8.59 million, as reported by the Wine and Grape Export Committee of the National Society of Industries. This marks two consecutive years of decline, distancing the industry from its 2022 record.
Key Questions and Answers
- What is the historical dispute between Peru and Chile about? The disagreement centers around the origin of pisco, a grape brandy. Peru claims its traditional production methods and historical precedence, while Chile emphasizes its modern, industrial approach.
- How have market dynamics shifted between Peru and Chile? In 2024, Chilean pisco exports grew by 33%, while Peruvian exports fell by nearly 10%. This shift indicates that Chile’s marketing strategies and market expansion efforts have been more successful.
- What makes Peruvian pisco unique? Peruvian pisco is crafted exclusively from the fermented juice of pisco grapes, without additives or mixtures. This traditional production method has long been a source of national pride in Peru.
- What factors contributed to the decline in Peruvian pisco exports? Factors include losing international positioning momentum, insufficient marketing strategies, and a lack of expansion into new markets.
