First bicontinental pisco event held in France and Canada for mixology professionals

Despite the more than 5,300 kilometers that separate the province of Québec, in Canada, and Paris, in France; both localities have cultural and linguistic similarities and a growing interest in pisco. Considering that, ProChile carried out for the first time and simultaneously in both countries, a guided tasting virtually in France and in person in Canada, thus becoming the first bicontinental international promotion event for this product.

The activity consisted of a mixology workshop on pisco led by two experts: a French and a Québécois, dedicated to mixology professionals in France and Montreal.

In France, Etienne Descoings was in charge of directing the tasting, an experienced specialist in the horeca channel. Since 2013, Etienne directs the company Bespoke Cocktails & Spirits, a consulting firm specialized in training and events around the bar. In addition, he is an ambassador for various brands and product categories for which he participates in promotional and training events.

For her part, in Montreal, the person in charge of the tasting was the self-taught artisan mixologist, Lea Messier, who from 2019 until today, is part of the Dandurand Wine & Spirits team in her role as brand ambassador.

In Canada the event was held in person in a bar and in France it was held virtually via Zoom. Before the event, the 50 participants received a box with the Chile Brand that contained two white piscos and ingredients for the cocktails plus a digital press kit with information on the category and recipes.

As is traditional, Pisco Chile was invited to develop an educational masterclass for both markets. At the presentation, by the sommelier and pisco ambassador Rodrigo Flores, the attributes of the product, its origin and history were revealed.

For Carolina Vásquez, Commercial Director of ProChile in Canada, “the local consumer is constantly looking for new products and flavors. In this sense, the versatility that pisco offers allows each consumer to incorporate it among their preferences ”. Along the same lines, Ignacio Morandé, Commercial Director of ProChile in France, added that “currently, to publicize the production processes and origin of the products, talk about their traceability and the particularities of a little-known product, such as pisco, it is of great interest to the French consumer. In a sophisticated market, in constant search for new products, pisco has many possibilities to grow and eventually consolidate ”.

Finally, the Regional Director of ProChile in Coquimbo, Paola Vásquez, highlighted that “this initiative is due to the permanent work that we carry out together with Pisco Chile to strengthen and increase the international presence of our distillate. In this particular case, it is a particularly important opportunity, since it allows educating and resuming contact with importers and the HORECA channel in high-interest markets, after a latency period imposed by the pandemic".