Destilería La Conversión

Destilería La Conversión sits in Purmamarca at the edge of the Quebrada de Humahuaca, where salt-streaked hills and high-altitude winds shape the character of every spirit. Destilería La Conversión opens a different kind of regional story: instead of vineyards alone, the distillery turns grape orujo—wine pomace—into Grappa Cholita, crafts aromatic Gin Del Marqués from local botanicals, and ages fruit-forward Brandy La Conversión to reflect the sun-warmed valley. The sensory first impression is immediate: high-toned citrus and mint in the gin, crushed grape skin and floral lift in the grappa, and a rounded dried-fruit warmth in the brandy. This is a spirits producer that ties production to place, making terroir tangible in glass and inviting visitors to taste landscape and technique together. How do you book a visit? Reservations are by WhatsApp and evening tastings run daily, creating a deliberate, limited-capacity experience that rewards planning and curiosity.

Carlos Iturbe, the founder and public face of the project, established the operation around 2017 and secured certification that made La Conversión the first and only certified distillery in Jujuy Province. His approach is pragmatic and site-driven: reuse the vinicultural byproducts, source Andean botanicals, and distill with restraint. The master distiller’s philosophy privileges small-batch runs and careful cuts during distillation to capture bright aromatics and clean texture. Recognition to date is regional and institutional—certification in Jujuy and local press coverage in outlets such as Bichos de Campo and Revista Paisajes y Tradiciones—underscoring its singular regional status rather than broad international awards. That local validation, combined with a conservation-minded workflow, positions Destilería La Conversión as both an artisan workshop and a model of circular production in the Andes.

The product journey at Destilería La Conversión is literal and tactile: pomace arrives from neighboring vineyards and is pressed anew into distiller-ready material; botanicals are selected for altitude-resilient flavor; and each expression is distilled in intentionally small runs. Gin Del Marqués showcases highland botanicals layered over a neutral spirit base, delivering a juniper backbone with mountain herb and citrus lift. Grappa Cholita is distilled directly from local orujo, where grape skin oils and floral aromatics are front and center—often presented unaged to preserve freshness, with occasional small runs rested briefly to round texture. Brandy La Conversión channels local grape varieties into a spirit that is matured to develop dried-fruit and spice notes; limited bottlings reflect seasonal variations in grape source and barrel influence. Notable releases are produced in tight allocations; visitors who taste on-site often encounter bottles unavailable elsewhere, making on-premise purchases and reservations appealing for collectors and travelers seeking allocation-only drams.

The tasting experience is intimate and focused: guided tours and tasting sessions are offered each evening from 19:00 to 21:00 by prior reservation via WhatsApp, with groups kept deliberately small to preserve quality. The distillery’s public rooms open onto views of Purmamarca’s colored hills, and the setting—simple, craft-focused, and framed by Andean light—encourages conversation about process and provenance. The still house and small production floor are explained directly by the production team, and tastings prioritize vertical flights of the core expressions so guests can discern distillation cuts, botanical blends, and any barrel influence. Architecture is modest and functional rather than theatrical, allowing the landscape and the liquids themselves to command attention.

Best times to visit are late afternoon into early evening to pair golden light with the scheduled 19:00–21:00 tours; bookings are required and handled via WhatsApp at +54 11 6731-9570. Tours are short, typically under an hour, and are ideal for travelers in Purmamarca looking for a focused spirits encounter rather than an all-day program. Expect small-group tastings, opportunities to purchase limited allocations, and conversations with the distillery team about sustainability and local sourcing.

For travelers seeking a distinct Andean spirits experience, Destilería La Conversión offers a clear invitation: taste how a distillery can convert local ingredients into refined expressions that reflect Purmamarca’s light, altitude, and agricultural rhythms. Plan ahead, reserve your evening slot, and let Destilería La Conversión guide you through grappa, gin and brandy that taste of place and conscientious craft.