El Picante Vermut Rosso: Classic Engraving and Street Attitude for Chile's First Pisco Vermut
Background Vermut in Chile is an unconsolidated category. The aperitif ritual is weak, and beer, piscola and pisco sour own the pre-meal occasion. Most of what reaches the shelf is imported, which brings European legitimacy and almost no local relevance. El Picante is the first Vermut Rosso built on Chilean pisco and carménère. The product had an origin advantage the brand was not using. The brief Build an identity that carries the legitimacy of classic vermouth without looking borrowed. Adaptin
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