By Ignacio Fernández Ruiz
General Director of ProChile
Promoting Chilean pisco worldwide has been a key objective of the Chilean Export Promotion Bureau, ProChile, alongside showcasing other iconic products from the country.
This year, for the first time, we allocated a dedicated budget to this goal, working closely with the regional governments of Atacama and Coquimbo and with PiscoChile, the trade association representing a large portion of exporters and producers.
We implemented an ambitious marketing campaign called “Chilean Pisco, First Spirit,” aimed at fostering and promoting the internationalization of this spirit in global markets. The campaign seeks to enhance the visibility of the Chilean Pisco Denomination of Origin, established in 1931 as the first and oldest in Latin America, and to expand the presence of pisco in new markets while boosting the competitiveness of its producers.
Our initiatives have reached the United States, United Kingdom, Germany, Spain, Canada, China, and Japan. Innovative actions include publishing a QR code in Berlin’s metro that links to product information and launching an official campaign website featuring historical content, recipes, and points of sale in Europe.
Additionally, the campaign has leveraged social media, collaborated with influencers in different markets, invited buyers and specialized press to Chile to experience the product firsthand, conducted activations in global bars, held bartender competitions in Japan, participated in international trade fairs, and formed partnerships with Wines of Chile and Wine Enthusiast magazine. These efforts have earned awards and boosted the international profile of Chilean pisco among the press, experts, and consumers.
These initiatives have directly benefited over 70 companies and showcased more than 200 labels—46 from the Coquimbo Region and 23 from Atacama. Tangible results are starting to materialize: as of October, international sales totaled over $4.2 million, equivalent to nearly 700,000 liters. This represents a 22.7% increase in total export value compared to 2023, surpassing all shipments made in that year.
Chilean pisco is more than just a distilled spirit—it is a symbol of history, quality, and community effort. The pisco industry significantly impacts the Atacama and Coquimbo valleys, creating 31,000 permanent jobs and 40,000 indirect jobs.
It is a cross-sectional industry that unites producers of all sizes—large, medium, and niche—who have made remarkable strides in research and innovation to deliver a high-quality product.
The national pisco production process honors tradition while incorporating high standards of productivity and water conservation, supported by cooperative associations, trade groups, companies, and government initiatives. These attributes underpin our efforts to expand the global reach of this iconic Chilean spirit.
