Repositioning Wine as a Way of Life
El Catador
With nearly 50 years of experience, El Catador enters a new stage focused on strengthening its brand equity. The shift moves the brand beyond being a destination for special occasions toward becoming part of everyday life. From being simply a store to becoming an aspirational lifestyle reference defines this evolution- one rooted in enjoyment, learning, and discovery, where wine naturally belongs to daily moments, not only to celebrations.
From being simply a store to becoming an aspirational lifestyle reference
At the core of this evolution lives a confident and flexible idea. “We have the wine for that.” A claim that adapts seamlessly to different moments, audiences, and levels of knowledge. It reflects El Catador’s ambition, expertise, and passion, while reinforcing its role as a trusted guide capable of accompanying casual drinkers, enthusiasts, and aficionados alike along their journey in the world of wine.
We have the wine for that
This positioning takes shape through a refined visual system aligned with a new brand book. A visual language built to inspire confidence and exploration preserves the brand’s iconic elements while differentiating them from the rest through its versatility across themes, seasons, and content pillars. The Key Visuals translate wine into lifestyle moments- weekends away, shared brunches, everyday rituals, always maintaining a sense of sophistication, warmth, and aspiration.
A visual language built to inspire confidence and exploration
The result is a brand that feels closer, more relevant, and more human. More than a specialized wine store, El Catador positions itself as a companion in the process of building emotional connection, elevating everyday experiences, and dazzling through inspiring more people to become true catadores. A brand that doesn’t just curate wine, but invites a way of living it.