PERU. Lagardère Travel Retail Peru and South American winery Tacama have teamed up to launch the limited-edition Demonio de los Andes ‘Parras Centenarias’ Pisco.
The exclusive luxury Pisco is made from over 100 year-old grape vines which were cultivated using traditional Pre-Columbian methods.
The launch follows Lagardère Travel Retail Peru’s ‘Fiestas Patrias’ celebrations at the end of July. The retailer celebrated the event at Jorge Chávez Lima Airport with a strong cultural campaign that featured traditional dances from different regions of Peru.
‘Fiestas Patrias’ is a Peruvian National Holiday, celebrating the country’s independence from the Spanish Empire. It is traditionally held for two days on 28-29 July. In 2021, Peru celebrated the 200th anniversary of its independence.
Demonio de los Andes ‘Parras Centenarias’ is a high-end luxury spirit, which offers a distinctive flavour profile. It is made by Tacama, said to be the first winery in South America.
Lagardère Travel Retail Peru CEO Cyril Letocart commented, “We are delighted to develop exclusive products with our Peruvian brand partners. Our aim is to enhance the product assortment in Lima Airport by proposing high-end and exclusive products to travellers. We want to push further the cooperation with Peruvian companies to promote the quality of their products and set-up a new standard of retail in the country.”
Tacama President of the Board Antonio Olaechea said, “This Pisco comes from the few remaining Peruvian Pisco grape plantations that are over 120 years old. For many years, they have been cultivated using Pre-Hispanic methods and watered by the Achirana canal. They are planted ungrafted and produce very small amounts of grapes. When we distilled the wine from these grapes, we realised that it was like no other in the world and that we had to promote it separately.”
Olaechea added, “In 2021, we celebrated 200 years of our independence, without a doubt an excellent opportunity to toast with this Pisco, whose grapevines knew a young Peru. For us, it recognises all Tacama’s employees during the last 120 years and veryone who contributed to the development of this company that is now a source of pride for the national industry.”
“With this launch, Tacama seeks to position itself as a leader in global Pisco production,” added Tacama Marketing Manager Mariela Gutelli. “With this addition, our brand Demonio de los Andes will transform into the leading Pisco brand in the market. It is a limited edition, not an easily obtainable bottle. Further, its aesthetic and presentation are like that of a sophisticated perfume. This is a luxury product, a very fine gift for a deeply esteemed person.”
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