Abstract
Pisco is a liquor that has grown in global recognition and trade. In this chapter the debate regarding the origin of pisco and the development of the designation of origin (DO) mark in Peru are analysed. To begin, the chapter briefly outlines the global expansion of geographical indications. It then focuses on the Peruvian pisco case study, using findings from primary fieldwork to demonstrate some of the key opportunities, limitations and shortcomings of the evolving value network. In conclusion, it considers the importance of local economic, social and institutional contexts where a GI is embedded.
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