We’re about to see more Chilean pisco in China
Capel Pisco, the largest Chilean pisco producer, has announced the debut of its range in the Chinese market with distributor Gotham East.
Capel Pisco has launched a range of products into China for the first time via a partnership with spirits distributor Gotham East (Shanghai) Ltd.
Brand-building agency Nimbility is backing the partnership in China with a market strategy for the Chilean pisco brand.
Capel’s launch portfolio includes its double-distilled Reservado Transparente Pisco (40% ABV), made from Pedro Jiménez grapes grown across Chile’s five pisco-producing valleys. The brand’s launch in China also includes Capel Moai Especial Edition Pisco 40% and its range of ready-to-drink Capel Cocktails including the Pisco Sour and Piña Colada.
Capel is tapping into young, social-savvy influencers and cocktail enthusiasts in China, the brand has said.
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“China represents a strategic priority for Capel as we expand our global presence,” stated Alvaro Gonzalez, Capel’s export manager. Chinese consumers, particularly younger demographics, are demonstrating growing sophistication in their spirit preferences. The ready-to-drink cocktail range further addresses contemporary consumption patterns via its convenient format.
Gonzalez added: “We are particularly excited to introduce Chinese consumers to our sustainable production philosophy, which has been integral to our operations for decades. Partnering with Gotham East and Nimbility ensures we can properly convey the craftsmanship and sustainability behind our products.”
Daniel Taytslin, founder and CEO of Gotham East, said: “We are humbled to be contributing to how the world’s most important emerging market assimilates foreign provenance and develops new drinking occasions, delivering the same ‘a-ha’ moment we experienced when we first fell in love with the industry to new generations of drinkers across China.”
Nimbility has already seen success with Alto del Carmen, Capel’s 100% Muscat grape Pisco, distributed by Summergate. While pisco is still in its infancy in the Chinese market, it has developed The Pisco Academy to teach young generations of bartenders the traditions behind Chile’s national drink.
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