Pisco: The New Vodka for Women?

Forget the Cosmopolitan, ladies. It’s time to move past vodka-based cocktails. There’s a new symbol of sexy sophistication on the market, and it’s called pisco.

The country’s food and cocktail craze has exposed those interested in new products and ingredients to a wealth of complex flavors, and female consumers are savvier than ever in terms of matching their plates with corresponding beverages. The movement toward Peruvian food taking a place on the culinary stage has cast a light on the country’s most beloved spirit by proxy. Armed with the mix-ability of vodka and the flavor complexity of a fine tequila or whiskey, pisco has begun to shine.

Portón master distiller, Johnny Schuler, and Chief Operating Officer, Jean-Francois Bonneté, recently sat down with TLK to discuss why he thinks pisco is fast-becoming the new go-to spirit for women.

Why should women drink pisco?

JB: Pisco is the best white, mixable spirit in the world. The way we make Portón is smooth, elegant and complex. We use the mosto verde method, which means we distill the grapes before the end of fermentation. This makes it sweeter and rounder. It’s a lot more flavorful than vodka but subtle than tequila, so you get the best of both worlds in any cocktail with a white spirit base. Portón’s product is particularly high quality since [master distiller] Johnny winds up throwing out 50 percent of the grapes that don’t meet our standards. It is five times more expensive to make Portón than any luxury vodka in the U.S. market.

Are you (and other pisco brands) targeting women?

JB: Absolutely. Women have been setting the trend in the spirits industry for the past decade. Over the last decade, the two hottest cocktail trends in America were led by women—the cosmopolitan and apple martini. Women are more open-minded, adventurous and willing to try new things than men. They are more aware of trends and fashion. They want to learn. Females are the majority of our customers.

Who are these women?

JB: Women who drink fine pisco are sophisticated, outgoing, educated. They are foodies who enjoy quality food and drinks. They are tired of vodka’s ubiquity and tastelessness and they want to be a part of hot, new brands.

How does a woman go about drinking pisco?

JS: Pisco is great in cocktails, but unlike vodka, you might also drink it neat. It doesn’t burn or scratch. I dare you to try a scotch at room temperature at 86 proof with the same ease. But a woman who knows her stuff will drink it neat, and she’ll have the best of the best. You can do that with Portón.

How does Portón ensure it’s meeting a woman’s expectations for a fine pisco?

JS: We make Portón from three grapes: Quebranta (a non-aromatic varietal), Albilla (a fragrant green grape with a soft and fruity finish) and Torontel grapes (citrus and peach aromas). The combination of these varietals, added to our mosto verde method and extreme discretion in choosing the grapes, makes it very easy to drink, yet remain complex in taste.  Additionally, my right hand taster, Carmen, gives me feedback every step of the way. My top engineer, Shirley, manages the grape selection and care. During harvest time, we only take women into the vineyards. Who’s going to treat that grape nicer—a guy with calluses on his hand or the beautiful hands of a lady? Who will treat it with love?

Looking for a great pisco recipe? Try this one for a Portónero from Portón:

Portónero

• 2 parts Portón
• 1 tsp. fresh lime juice
• 1 tsp. simple syrup
• 1 slice of fresh ginger
• 1 dash of bitters
• Ginger Ale

Pour first five ingredients into a tall glass filled with ice.  Fill with ginger ale.  Stir and garnish with a lime wedge.