Before we talk about PICA, I would like to know a little bit more about you. You have a long experience, of more than 15 years and although you are still very young, you are already a very experienced mixologist who has had important assignments in Italy and abroad and own venues, tell us quickly your professional history?
My history as a bartender begins 1995 when to pay for my vacations ,I used to do some work at the discos in the place where I was heading ,a little bit all over Europe, and I combined fun with work that later became passion . Between '98-2000 in addition to the many specializations taken in this field , I went to the cities ,where more than any other the word cocktail is and was the most used , where at clubs I could capture the knowledge of the various methodologies of mixology and also new culinary techniques applicable to mixology such as molecular,(just think that in 2000 in Menorca in a club in Son Bou I saw the first TIKI cocktails spatulate very fashionable in POLYNESian structures).After this period of my profound training , in Italy in my hometown Livorno, I decided to buy in the center a club just for my pocket the ugliest , the most seedy and the cheapest , there I applied all my knowledge my knowledge that I had acquired during my career and training and in 7 years I made it the busiest , one of the most popular , one of the most modern in the demand for specific cocktails . The sale of my local Jakey J. , was determined by following new paths , always on the line of mixologists , that of creating a distillery and produce a product new in its form and useful for all bartenders .In the short time between 2007-2010 ,which elapses between the sale and the creation of the distillery PICA s.r.l. , I worked at some local as a Manager for the development and increase in quality of the local . From 2010 to the present I am the producer of PICA the new spirit , the new liquor.
It has already been several years that you have a passion for researching new products and distillates, why did you feel the need to create a new product, what pushed you in the direction of production ?
First of all, it must be said that the research was born from the passion of distillation ,which I think every bartender should know along with the various techniques that can be applied, from the knowledge of a wide range of alcoholic products (just think that in my bar I kept more than 400 types of liquors) and a desire for the new of something different and innovative to propose, this led me to the creation of PICA new formula, new packaging.
Now let's come to the PICA product and company. I am not really a super expert, but it is my understanding that PICA cannot be classified as a distillate even though it is actually produced by distillation. Can you tell us more about what the difference between PICA and a traditional distillate is?
First we need to broadly explain the process : PICA is produced in 6 stages , the first is to produce an excellent marc distillate , the second is to separately infuse the four elements of raw material , the third is the distillation of the individual raw materials with a new technique which is that of low temperature with the application of ultrasound to maintain all the organoleptic characteristics of the raw materials , the fourth is the cold mixing of the essences produced , the fifth the addition of sugar , the sixth the filtration . The fifth stage is the one that determines its classification to a liqueur and not to a distillate , that is the addition in a distillate of a sugar quantity ( product purity) extraneous not resulting from a distillation
What are the basic ingredients?
The "magic ingredients of this potion" I leave it to you to discover , although its recipe is recorded , I can only tell you that it is a mix of two exotic and two Mediterranean essences .... I list only one of them the MARACUJA ,the rest I leave to your taste buds.
Can you summarize some kind of organoleptic sheet of the product? Aroma, taste and aftertaste....
Sure! : PICA is a liqueur with a delicate taste on the palate with scents reminiscent of the 'exotic of distant lands and the Mediterranean of our lands ,a perfect union of two lands that are distant from each other but that in this liqueur brings them together bringing them closer and making it unique. As soon as we open it we realize that we are in front of an extremely special liqueur , as indeed is its packaging, with scents that hover and inebriate the mind immediately finding all its characteristics. In fact, what happens when we uncork the bottle? Its scents are strong and we already understand some of its characteristics , subsequently we taste and the liquor is soft and delicate .... Finally it leaves a fresh taste of a fruity velvet on the palate.
How does the manufacturing process take place?
The manufacturing process takes place first of all with the choice of the quality of raw materials , we choose those from organic cultivation , after which the liquor is produced by going through 6 stages : initially the alcohol is produced (bain-marie distillation process)which is used to infuse the raw materials by extracting their essence . The alcohol produced is from pomace the best among the alcohols produced ,the most aromatic . STEP 1 After the raw materials are infused in the marc alcohol .STEP 2 Then to extract the essence the 4 infusions are distilled separately maintaining their individual organoleptic characteristics the distillation process is at low temperatures with the application of ultrasound ,these make that the distillation can be done at low temperatures thus extracting the best essences .STEP 3 The alcoholic essences are then cold mixed ,thus obtaining , the right scents of PICA . STEP 4 Finally the addition of a sugar solution that makes it soft and pleasant to the palate .STEP 5Thelast is the filtration of the PICA product , it is filtered for 2 times to give it that clarity that the product has , the first in a pressure filter ,then it passes into the panel filter . STEP 6
How do you suggest using the product?
The PICA product is used in blending as a flavor base for cocktails , because of its qualities as an enhancer of fruity blends , then its applications , with a little flair for those who use it , can be many , from pastry to fruity preserves and so on. PICA can be served chilled unfrozen , neat or on the rocks with a slice of orange ,just to savor all its organoleptic qualities.
How did the name PICA come about?
PICA was born from the acronym of PIETRONI (PI) my last name and the last name of my partner CARLETTI (CA) who is the Marketing Manager of the product
I have noticed a great care to the shape and quality of the bottle and packaging and I know that PICA has already been presented also abroad with success in international competitions, do you therefore think of a marketing aimed at a medium-high target of enthusiasts for home consumption, or do you mainly target professionals as a product to propose to their customers in cocktails or other drinks?
Definitely the company initially targets professionals in the industry , they are the ones who propose ,prepare and present PICA in multiple ways thus making it known .It also caters to all those who love novelties ,natural things , quality.
PICA company was born recently , at the turn of 2010 and 2011, currently how does it work , how do you distribute , but most importantly what is your entrepreneurial ambition?
The company does not have a strong historicity behind , a handing down from father to son just ,because of its young age currently the operation is very simple we produce and sell directly to the consumer , we are not very strong in the distribution of the product but equally we manage to distribute it widely throughout the Italian territory and abroad .Logical that the company is not satisfied and seeks to grow in this area to be more competitive so we are looking for partners for the distribution network , and also because it would bring PICA to a more constant consumption . The entrepreneurial ambition is to bring PICA into common use by everyone and to establish itself in the wide range of liquors in use today .
After PICA, what other products are you working on?
We are working on more products such as : Bitter ,Gin , Wodka ,Rhum all commercially studied ,excellent both in substance and with their PACKAGING
I know that you are very active in product promotion evenings, would you like to point out any in particular or can you give us a reference for those who would like to participate in some initiative to learn more about the product?
Yes it's true I'm very active in this area ,we often promote our product at venues that buy it and host us around the world , we have initiatives that will start immediately from 2013 with the landing of PICA on LA7 in the program " I MENU' DI BENEDETTA" where our brand ambassador BRUNO VANZAN (FLAIRBARTENDER) will explain all the secrets of using PICA ,plus new generation style evenings designed especially for PICA in venues that love to try the NEW THAT ADVANCES , together with other barmen LUCA COSLOVICH (CYBARTENDER), ALAN ARRIGO (MODERNBARTENDER) and ROBERTO TREVISAN (BARISTA) we are studying the novelties to be proposed in the new cocktails combining them with cutting-edge technologies and equipment .... However they will be promoted on all possible network channels.
Thosefrequenters of this blog who would like to know more, how can they contact you?
Through our website www.picaliquori.net or on face book PICAsrl there they will find all possible contacts to be able to communicate with us
Interview by Monica Palla
