Milennials, the Craft Spirits Movement and PiscoLogia
Several recent studies have shown that Millennials are drinking less alcohol in the USA, Australia, the U.K., and many European countries (Pattani). According to Forbes, Millennial drinkers are also paying more for higher quality “craft” beer and spirits (Nurin). We feel Millenials’ demand for specialty booze is setting a positive trend for the future, so let’s discuss what “craft” means and how it relates to PiscoLogía.
What is craft liquor? In our opinion, the authority on this subject is Craft Distillers. They describe the craft method as: “the creative individuality of a single human being working with small, hand-operated equipment”. They also mention that these methods are the antithesis of large-production spirits, as they reflect the authenticity, experience, personal attention, and love of one’s work. We apply all these principles when making our quebranta and acholado.
The craft nature of PiscoLogía starts from the moment the vines are planted and it ends when our pisco is consumed. Everything is completed by hand, including planting, pruning, harvesting, selecting, crushing, distilling, filtering, bottling and labeling. We believe the process continues when our quebranta and acholado are mixed in beautiful cocktails by an experienced bartender and enjoyed by you. Here are more details about each component:
Pruning: We prune by hand, usually in July or August (winter in Azpitia). Using manual techniques gives the plants a more gentle & meticulous treatment and avoids overcropping. Many large companies prune mechanically to save money. However, we will always prune by hand because it provides jobs for people we care about.
Estate-grown grapes: We personally care for our vineyards to provide maximum quality control of our grapes. Tending to our own estate-grown grapes also ensures that no excess pesticides and fungicides are used on the plants. This investment of time pays off with our high-quality pisco.
Harvest: Our harvests are completed strictly by hand in early March. Hand-harvesting gives us the benefit of selecting every grape that goes into our pisco. This also allows us to harvest in small batches so the grapes can reach perfect sugar levels.
Crushing process: Crushing our grapes lightly by foot avoids breaking the seeds, which can give the wine we distill a bitter flavor.
Fermentation: Nati carefully monitors the fermentation process. She prefers to allow native yeasts to kickstart fermentation. These natural ambient yeasts (also called “bloom” or “blush”) allow the terroir of Azpitia to fully express itself in our pisco.
Small batch: Our wine is distilled in small batches in our 300L copper pot still. This allows us to control distillation more easily and it uses less energy.
The rest: From hand-labeling each bottle to social media posts, every part of this cycle is carried out by our workers and partners, making PiscoLogía is the most quintessential craft spirit. We can thank Millenials for helping us recognize the value of focusing on quality, not quantity. Hopefully the push toward craft spirits will be a trend that will continue in the future.
Aneri Pattani. “New study shows millennials are drinking less, enjoying it more”, Pittsburg Post-Gazette, 7 August 2018, https://www.post-gazette.com/news/health/2018/08/07/New-study-shows-millennials-drinking-less-pennsylvania/stories/201808060166
Nurin, Tara. “10 Trends That Will Determine Your Drinking In 2018”, Forbes, 31 January 2018, https://www.forbes.com/sites/taranurin/2018/01/31/ten-trends-that-will-determine-your-drinking-in-2018/#1b5113c42992