Capel gallops into China’s year of the horse on firm footing
Chile’s largest pisco producer celebrates strong on-trade and e-commerce performance following its first year in mainland China. Rebecca Lo reports.
Capel’s strategy for mainland China is a textbook example of hitting the ground running. It first dipped its toes into mainland China in November 2024 by initiating The Pisco Academy to introduce the east Asian nation to Chile’s national drink.
In May 2025, Chile’s largest pisco producer announced that its mainland China product portfolio consisted of Reservado Transparente (40% ABV), Moai Especial Edition (40% ABV), and ready-to-serve cocktails Pisco Sour, Mango, Piña Colada and Chirimoya Colada, with the latter its latest offering.
The cocktails in particular align with moderation trends in favour of low alcohol beverages designed to be enjoyed at home or in modern environs. Conveniently packaged in 700 mL bottles, they meet current demands for high quality drinks at accessible price points, leading to early conversion of curious first time consumers.
In June 2025, Capel partnered with premium spirits distributor Gotham East (Shanghai) Ltd. to tease its portfolio with an influencer campaign spearheaded by Amber Zhang.
Kicking the year off to a good start
At its official launch in Shanghai on 20 November 2025, the focus was on online engagement. This was highlighted by a two-hour e-commerce masterclass that captured more than 5,000 trade viewers in real time.
The launch was immediately followed by nation-wide sales deployment across strategic on-trade platforms and online channels.
Both Capel’s on and offline activities have ensured it enters the year of the horse in a good position to capitalise upon the strong momentum it has built in mainland China.
“From day one, we focused on content commerce: education, flavour-forward cocktails and shoppable moments that make discovery effortless,” said Daniel Taytslin, founder and CEO of Gotham East (Shanghai) Ltd. “The response we saw—in livestreams, on premise and online—confirms that Chinese consumers are open to new categories when quality and value meet convenience.”
Success story
“Our partnership with Gotham East has been outstanding from the start,” said Álvaro González, Capel’s export manager. “Thanks to its fast execution and digital-led strategy, we’ve seen rapid adoption from consumers, e-retailers and influencers across China—far quicker than we expected for a first-year launch.”
Established in 1938, Cooperativa Agrícola Pisquera Elqui Ltda—or Capel—is a cooperative of more than 700 growers crafting premium piscos from 100% Muscat grapes.
Using traditional methods and sustainable practices like solar-powered distillation, Chile’s largest pisco producer showcases the Atacama and Coquimbo regions’ distinctive terroir while preserving centuries-old techniques for global spirit enthusiasts.
Capel pisco and cocktails are available through Gotham East (Shanghai) Ltd. via its on-trade partners and e-commerce market places.
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