“Le Pac is Capel in reverse.” The news that the Pisco Capel company deceived consumers of its distillate is very strong in the Chilean networks. This because Pisco Capel has been discriminated against: they say that it gives “cane”, that it is not good, that it is very strong, among other adjectives.
Through a video promoted on Youtube, the company revealed to be the mastermind behind a mysterious pisco called “Le Pac” (Capel backwards). A fancier looking label, they repackaged their same pisco and did various experiments. Focus groups, online tests, sending influencers and tests with clients in bars were part of his achievement.
Since February, Dr. Piscola had “suspicion”
In all instances the distillate was evaluated with excellence. But also, it reached the hands of Dr. Piscola (@eligetupiscola). The piscola is the star combination of Chile. It consists of mixing pisco with Coca-Cola and ice. The levels of each concoction depends on personal taste. We spoke with Leopoldo Peñaloza, pisquero influencer through his Instagram “Choose Your Piscola”. The young doctor is known, by his profession and in this space, like “dr. Piscola”: tried Le Pac in February.
On that occasion, the fishing expert uploaded a video where you can see such a fine bottle in 360º with a platform. Photos pointing to its fine packaging complete the collection. In said post, the doc pointed out that “it calls itself made for piscola and I would like to clarify that TODAY is no longer a synonym for ‘it’s cheap, it saves the reel’. I want to make it clear that pisco that calls itself for pisco MUST BE WORTHY of that title. Nobody messes with my piscolas”.
Then he added: “Beware that “Le Pac” is Capel in reverse”. After making an extensive evaluation of the concoction, the Doc gave “Le Pac” (which was really a Capel) a mark of 7.3 out of 10 caps (his rating scale for him).
Today we interview him about the phenomenon of this revelation of the Capel brand.
Did you notice from the beginning?
“From the beginning, no. It seemed super suspicious to me that they were so reserved with the information, that there was no price and that his name backwards was Le-Pac. More than thinking that it was the same Capel, I thought that they were other parts of the same distillation or mixtures of alcohols from Pisco Capel”.
Being Capel, which version do you think it would correspond to?
“I think it is one that was made in commemoration of the 80 years, it seems to me that there was a lot of similarity. Now, I tried it in February and I haven’t tried it again (still haven’t tried it again yet). They are giving away some packs of Capel + Le-Pac, it would be ideal to have one to make the comparison in real time and check the details refreshing the memory and the palate”.
What do you think of this “uncovering” that they did now revealing the campaign?
“I find it really clever and frankly GREAT. And all this fascinates me because they opened their eyes to what “You shouldn’t judge a pisco by its label”, which is what I try to teach on instagram, that they learn why one is yellow and the other transparent, what wood was used, how long it was stored, what type of grape was used, how many distillations were made, etc… and Capel He showed that what he labeled them was plain and simple discrimination of the past. The famous “your past condemns you””.
What do you think about the reactions of people and the stigma towards the brand?
“Many people have prejudices with pisco by default and do not value it due to bad experiences in the past or because they believe that it is still made with the technology of the 1980s and there has been no progress regarding processes and mixtures. The alcohols are changing, even in the same brand they are trying to improve the distillation, the cutting of the pisco, the storage in wood, etc. Therefore, it is impossible for today’s Capel to remain the same as the one that gave many a headache. Although the elementary processes are preserved, everything goes hand in hand with improving consistency and refreshing the image and the product itself, over time”.
Dare to try
“I would also like to take advantage of encouraging people to dare to try other types of Chilean pisco, in addition to the traditional ones, because there are wonders that have not yet seen the light and in reality they are products that have won medals in international competitions and that are truly worthy of being served at the tables of kings and queens”, adds the specialist in such an ancient distillate.
“Try and judge yourselves, do not put labels on them, form your own criteria and give your opinion with objective experience. But all this, always, in moderation, responsibly and always remembering that if you are going to drink, never in your life will it occur to you to drive.”, he warns as a good doctor.
You can follow more than fish specialist in @ChooseYourPiscola