Pisco has been number one in Chile for many years but Rum has just surpassed it in popularity. Chile’s alcohol market has been experiencing a shift as Rum sales (9.2%) just inched past pisco sales (8.9%) for the first time.
Pisco is a brandy or aguardiente distilled from the white muscat grapes grown in two main regions of South America. Pisco, and the drinks made with it, have been popular for centuries. Both Chile and Peru have adopted it as a national drink, imbuing it with national characteristics and claiming their rights to produce it. Pisco is exported to other countries, and while not as universally popular in the US as it is in Chile and Peru.
Pisco is the national spirit of both Peru and Chile and each country has it’s own varieties, cocktails, culture, and history surrounding this clear, fermented grape brandy.
One of the main reasons Rum has seen such an increase in popularity is thought to be that because international companies produce it.
“Because international alcohol companies have a lot of financial support, they can spend a lot on advertising,” Rodrgio Alvarez, of Ron Maddero, told La Tercera.
With 91% of the Chilean households buying some type of alcohol annually, Beer sits comfortable at 48.8% of sales.
Although annual Pisco sales are just under Rum, pisco is purchased more frequently. The average household buys pisco 3.5 times a year and Rum 2.8 times.