Wine Law

THE PROMOTION OF WINE AND TAXATION 449 adopt the tax and financial measures to develop the sector whose continuity has not been endorsed by the following governments. In 2003, the intention of promoting Peruvian wine was resumed, and Legislative Resolution No. 27955 was promulgated, approving “Adherence to the Agreement Establishing the International Organisation of Vine and Wine”, in which some perspectives for the export of Peruvian wine were perceived. This was important because it was a good intention for national wine exports that had been raised since the 1970s, but very little was done. In 2016, Law No. 30460, which declared “of national interest the promotion and dissemination of Peruvian wine and pisco as national drinks”, was promulgated, including the same previous intentions, and being based on four pillars that the norm calls the “scope of the law” – the Peruvian wine’s image and brand, the technological and commercial development of regional economies, studies, research and organisations and cultural characteristics. Concerning the promotion of the image and brand of Peruvian wine in all kinds of official events in the country and abroad, it is imperative to have global brands that promote, coordinate and adapt to each market that can boost global recognition, which should be subject to other actions, such as local radio and television campaigns, sponsored events, social networks, appearances in public locations, communication campaigns with the information media (Cusihuaman, Martínez, Vásquez & Vargas, 2017). Regarding the technological and commercial development of regional economies based on activities related to the peoples’ traditions, clean production should be considered, with the remediation of sites contaminated with organic waste polluting the environment in the processes that begin in planting, followed by the use of glass bottles and packaging, taking into account the recommendations of experts (Vivanco, 2018). The Law adds that there should be the promotion of studies, research and organisations of the wine districts and regions, and the farmers should be associated to increase the areas with this crop, as well as the associativity for competitiveness, incorporating exporting agents and articulating the production chains. Both need studies, programs and the organisational strength to carry it out, equally with the Government’s support (Vivanco, 2018). Finally, it is essential to disseminate the cultural characteristics involved in the production, elaboration and consumption of Peruvian wine, together with its traditions, spread through tourism as a vital bastion to promote wine through its multiple activities. Law No. 30460, in addition to the Ministry of Agriculture, integrates the Ministries of Production, the Ministry of Foreign Trade and Tourism and the