The Beautyberry ‘Purple Pride’, Callicarpa dichotoma ‘Issai’, is an outstanding Japanese selection with lilac-violet berries. Issai means “fruiting at a young age”.It does best if planted in a protected location (from winter wind and sun), preferably in an east exposure. ‘Purple Pride’ has colorful berries that last long into winter and are eaten by a variety of wildlife.Pruning makes ‘Purple Pride’ even a more attractive, pretty plant. Cut it back to within 4-6” of the ground in early spring since it flowers and fruits on new wood.Beautyberry looks best planted in masses, and it is especially beautiful under pine trees or placed in a shrub border.* Plant for winter color!* Zones 5-9* Fast-Growing.