Knowledge, the best commercial weapon

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Precisely, knowledge is the open door to understand the world, improve human relations, exchange cultures.

This May 19 in Brussels, the celebration of the First Pisco College, designed by the director of the Commercial Office of Peru, Rosario Pajuelo, who over a year ago, created that Belgium presented great potential to consume the flag product of Perù: Pisco.

For this, it was necessary to deepen the knowledge of the product that entered a market with consolidated products, with affectionate customers, in addition to having a challenge: a basic confusion existed in the Belgian market that required defining its origin and quality. In the Belgian market there is a Chilean product that for years has carried the same name, but being of different quality. Consequently  an important action was required.

The goal was to make the product known from the ground, from the 8 grapes that give rise to the Pisco to reach the different Cocktail. The results have been such that «Pisco College» is multiplying in the world: London, Mexico and Buenos Aires, for now.

On May 19, more than 100 diplomas were awarded, there have been so many classes of Pisco College conducted in this year just elapsed. The results are evident, the consumption increased remarkably, the Sofitel Hotel Room was full of Belgian citizens who have come to really appreciate the product. Pisco producers were also present from Lima, such as Pisco Torrentera from Rita Romero Díaz, marketers from Germany, Barman from Spain, from Peru, Gladys Torres, president of the «Damas del Pisco» Association.

For a Belgian, in addition to appreciating the qualities of the grape distillate, which is on its way to a Denomination of Origin, our overflowing love for Pisco has to be explained. For Peru, a country that has stopped being ashamed of its gastronomy that was once familiar, which, now is the world’s cuisine that asks for our food, our ingredients. Pisco is our first product which, from the land to the bottle, is worked by Peruvians, under our own procedure. Accustomed to export commodities, of our production as Peruvians, there is little in the world, except crafts.

Therefore, we are proud to expose the Peruvian ability for giving  the world a product that is only produced in Peru by Peruvians, a first result among the thousands that will come as we, the Peruvians, discover our capacities little by little, and reciprocally the whole world discovers us through knowledge. Nobody loves what he does not know.

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