Editors of the Electronic Magazine: Pisco is From Peru
Pisco: A great business opportunity by Dr. Jose Herrera
It is with great pleasure that I address you first of all to congratulate you for the excellent idea of having an electronic
magazine exclusively dedicated to the best spirit in the world: Peruvian Pisco. Although the name may seem to be a tautology, it is necessary not only to say it, but to highlight it, due to the fact that other countries are attempting (without success, of course) to reclaim the nationality of one of the finest liquors made by man.
Regarding what I said before, I must add that Pisco is not only an aphrodisiac for the soul, or a perfect excuse for celebration and a friendly get together, or the product of an activity that unites man with nature in exquisite harmony for all our senses, but also it is, above all, a magnificent business opportunity.
Proof is in the great explosion of supply and demand in the national market that our national drink has felt over the past few years, which is translating into a more sophisticated culture of Pisco. As a consequence, the production of more and better Piscos increases. However, the business of Pisco is facing two big problems. The first, our national market is still very small and this is an obstacle for the industry itself to grow in accordance to the standards that this age of globalization demand. Second, as a consequence, the majority of Pisco continues to be produced in a traditional or pre-industrial way.
Therefore, to our understanding, there are two mechanisms that can overcome the aforementioned obstacles. The first is to expand the supply of Pisco outside the borders of Peru via foreign trade, and the second, as a consequence of what I’ve said before, the modes of the production of Pisco must necessarily enter into an industrial era, as has occurred with Pisco’s better known ancestor: wine.
Both changes would demand that the producers of Pisco find new business strategies, which could begin as joint ventures in order to increase the levels of production, and as a consequence, begin the search for new external markets.
International fairs, preferential tariffs, as well as brokers or the construction of branches abroad are mechanisms that would help enormously achieve these goals.
Dr. José Herrera
Lawyer, specializing in topics of Foreign Trade and Immigration to the United States
Translated by Katrina Heimark
Pisco bilingual magazine
Pisco: A great business opportunity by Dr. Jose Herrera
It is with great pleasure that I address you first of all to congratulate you for the excellent idea of having an electronic
magazine exclusively dedicated to the best spirit in the world: Peruvian Pisco. Although the name may seem to be a tautology, it is necessary not only to say it, but to highlight it, due to the fact that other countries are attempting (without success, of course) to reclaim the nationality of one of the finest liquors made by man. Regarding what I said before, I must add that Pisco is not only an aphrodisiac for the soul, or a perfect excuse for celebration and a friendly get together, or the product of an activity that unites man with nature in exquisite harmony for all our senses, but also it is, above all, a magnificent business opportunity.
Proof is in the great explosion of supply and demand in the national market that our national drink has felt over the past few years, which is translating into a more sophisticated culture of Pisco. As a consequence, the production of more and better Piscos increases. However, the business of Pisco is facing two big problems. The first, our national market is still very small and this is an obstacle for the industry itself to grow in accordance to the standards that this age of globalization demand. Second, as a consequence, the majority of Pisco continues to be produced in a traditional or pre-industrial way.
Therefore, to our understanding, there are two mechanisms that can overcome the aforementioned obstacles. The first is to expand the supply of Pisco outside the borders of Peru via foreign trade, and the second, as a consequence of what I’ve said before, the modes of the production of Pisco must necessarily enter into an industrial era, as has occurred with Pisco’s better known ancestor: wine.
Both changes would demand that the producers of Pisco find new business strategies, which could begin as joint ventures in order to increase the levels of production, and as a consequence, begin the search for new external markets.
International fairs, preferential tariffs, as well as brokers or the construction of branches abroad are mechanisms that would help enormously achieve these goals.
Dr. José Herrera
Lawyer, specializing in topics of Foreign Trade and Immigration to the United States
Translated by Katrina Heimark
Pisco bilingual magazine
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