Abstract
ABSTRACT Place-centred branding is increasingly perceived as a mode of product differentiation and a rural development strategy that emphasizes the singularities of production regions and methods to meet global market demands for quality and authenticity. We use a global value chain (GVC) analysis to compare the trajectories of Peruvian and Chilean pisco – a distilled spirit like brandy – finding that each country’s efforts to claim its authenticity are grounded in different cultural–economic imperatives as well as vexed historical bilateral relations. Our analysis suggests that antagonism can compromise the authenticity premium. A GVC lens offers important analytic leverage for locating pisco producers’ market strategies as nested within the larger GVC for alcoholic spirits, and we suggest this perspective would benefit from more robust considerations of local–global trade-offs therein.
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