Pisco: from Chile to the UK
In January 2025, ProChile and the Chilean pisco producers association, PiscoChile, invited UK drinks industry professionals to northern Chile to experience the country’s national spirit firsthand.
Six UK-based spirits distributors and two bartenders were invited to visit half a dozen distilleries in the Limarí, Elqui, and Huasco valleys, in the Coquimbo and Atacama regions of Chile. Both regions are protected by a designation of origin for producing pisco. The dive into Chile’s pisco heritage included curated lunches and dinners that featured tastings of pisco from more than 15 producers. The group was accompanied by Nicolás Poblete, ProChile’s trade commissioner in the UK.
Poblete says: “The UK is becoming a key market for Chilean pisco, with growing presence in retail and hospitality, and new brands entering the scene. We’re engaging with influential players in the British drinks industry, and through strategic partnerships and storytelling that highlight Pisco’s heritage and quality, we’re building deeper connections with consumers.”
As part of the global Chilean pisco campaign, the goal of the trip was to enhance the spirit’s market positioning, facilitate access for new brands, and increase sales in the on- and off-trade channels.
For Ciaran McNicholas, CEO of Nightcap Brands and managing director of Tortuga Logistics, the trip provided an educational insight into the spirits category.
He says: “We visited a diverse range of producers, from small family-run operations to large cooperatives. I was particularly impressed by the variety of ‘aged’ piscos, which we rarely see in the UK, as well as the rich histories behind many of the brands. Pisco really stands out for its versatility. It works beautifully in a wide range of cocktails. Of course, there’s the iconic Pisco Sour, but it also serves as an excellent substitute for gin, vodka, or blanco Tequila in classic cocktails. In Chile, the local favourite – pisco and Coke – shows how approachable pisco can be.”
Growing category
With a per-capita consumption of 1.9 litres, and an annual production of 36 million litres, pisco is the most popular spirit in Chile. In 2024, exports exceeded US$5.3m, representing a 33% rise on 2023. In the UK, imports have risen by 120%, and new brands entered the market in 2025.
Jaye Iwanowski, founder of Sauce Brands, who attended the trip, credits the spirit’s success in the UK to rising interest in experimentation. “The primary driver of pisco’s popularity in the UK is cocktail culture, as bartenders look for versatile spirits with a rich heritage,” she explains. “Chilean pisco shines in classic cocktails, such as the beloved Pisco Sour, and also works well in Highballs and Martini-style drinks. As consumer interest expands beyond Tequila and rum, Chilean pisco offers an accessible option for exploration. It is distilled to proof, meaning you experience the essence of the spirit exactly as it comes off the still. This process preserves its smooth texture and the distinctive floral and fruity notes of the Muscat grapes.”
Cristian Cuevas, sales manager at Cask Liquid Marketing, has witnessed the rise of Chilean pisco in the UK, driven by the introduction of numerous new products and industry trends. “Recently, there has been an increase in the availability of quality pisco brands in the UK, which has helped raise the visibility of the category. Also, there has been a surge in interest in Latin American food and drink, prompting consumers to become more curious about the flavours and products from the region,” he explains. “This rising popularity is exciting, as it encourages bartenders to experiment more, leading to a variety of cocktails featuring pisco becoming mainstays on UK cocktail menus.”
Cuevas concludes: “Pisco boasts a unique flavour profile that distinguishes it from other spirits. Its delicate balance of floral and citrus notes, combined with a creamy mouthfeel, makes it an incredibly versatile ingredient for mixing. This, paired with heritage and distinct regional character, makes pisco a fascinating spirit to explore.”
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