Super-Premium Portón Aims To Lead Budding U.S. Pisco Category
October 17, 2012Manhasset, New York-based Pisco Portón LLC is betting Peru’s grape-based national spirit can make inroads with adventurous U.S. consumers. Last year, Portón rolled out its eponymous Pisco brand ($39.99 a 750-ml.), which is currently self-imported into 25 U.S. states and is on track to sell 15,000 nine-liter cases this year.
“We’re essentially building the category,” says Brent Kallop, co-founder and president of Pisco Portón. Kallop and Kallop’s father, William, established Pisco Portón in 2009 with master distiller Johnny Schuler, when the group began renovating Peru’s Hacienda La Caravedo distillery, which dates back to 1684. In 2010, the company added a second distillery—a modern, three-story facility with a capacity of 110,000 cases—to the site. Since 2009, the trio has invested more than $40 million in Portón.
Eclectic trends in mixology, as well as a rise in Peruvian cuisine in many urban areas, have given Pisco an opening to expand from its small base. The Peruvian Exporters’ Association trade group says Pisco exports to the U.S. increased 202% by value and 97% by volume from 2010 to 2011, reaching 24,108 nine-liter cases. Prominent on-premise accounts like the Richard Sandoval Group’s Maya, Zengo, Pampano and Raymi venues and Asian/South American fusion restaurant chain SushiSamba have added Portón to their drinks menus.
“Previously, accounts were waiting for trends to be established before they take on a new spirit brand,” says Jean-Francois Bonneté, who joined the Portón team as COO in April. “Now, people look at the cocktail menu like they used to look at the wine list. People are looking for what’s next.” Kallop believes Pisco is well positioned to steal share from vodka and Tequila. Portón may add a higher-end “vintage” release down the road, he adds.
Portón isn’t alone in identifying Pisco’s opportunities. Last year, Marnier-Lapostolle launched a new Chilean Pisco brand, Kappa ($34.99), in the U.S., and in August, San Francisco’s Anchor Distilling added Peru’s BarSol Pisco ($24.99) to its import portfolio, which already included the Don Cesar Pisco range.
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