Luxury presentations of whiskey have risen 45% in sales in Peru, according to Juan Carlos Pizarro, regional head of Reserve in Diageo, company that distributes Johnnie Walker, Smirnoff and other global brands.
“In Peru, the consumer is increasingly learning more about beverages, compared to other countries. Today, the Peruvian market is already much more premium than Chile and Argentina”, he told Gestión.
It was also known that the whiskey with the highest demand has a price of around 100 soles, but there is also a growing preference for proposals above 2,000 soles.
“Specialized supermarkets and bars have been gaining prominence in the alcoholic beverage market. However, e-commerce is also presented as a channel that Diageo begins to look at”, Pizarro said.
