Catena Zapata: Tradition and Innovation in Argentine Viticulture
The family-owned Catena Zapata Winery, founded in 1902 by Nicola Catena, an Italian immigrant in Argentina, is an icon of the global wine industry. The company has successfully blended tradition and innovation, achieving international recognition for its wines and hospitality. In 2023, Catena Zapata was awarded the prestigious title of "#1 World's Best Vineyard," enhancing its international reputation even further.
Laura Catena, owner of Catena Zapata, actively participated in the wine2wine Business Forum last November, sharing her experience and engaging with other industry professionals. The presentation explored Catena Zapata's role as a leader in the global wine sector, offering invaluable insights into how to remain competitive by combining tradition and innovation.
Innovative Use of Communication
Social media has become a crucial tool for Catena Zapata. Dr. Catena explained at the wine2wine Business Forum how the winery uses social media to celebrate victories and engage with a passionate wine community. Authentic communication, not only through the company's account but also through the personal accounts of Laura and winemaker Alejandro Vigil's, engages consumers in a simple, direct and fun way.
Catena Zapata has also adopted other innovative communication methods. For instance, they have incorporated the story of Malbec on their bottle labels, increasing awareness of this variety worldwide. Another initiative was the creation of a theatrical show about the history of Malbec, presented globally.
A key aspect of Catena Zapata's success has been its ability to differentiate through authenticity. As emphasized by Nicolás Catena, maintaining the top position is challenging, but doing something different increases the likelihood of success. This approach has enabled the winery to connect with audiences through engaging storytelling, breaking away from traditional social media communication.
Embracing Constructive Criticism
Dr. Laura Catena advises embracing constructive criticism to improve and perfect productivity. Creating an environment where people can critique or suggest better concepts has led to significant outcomes. Following this principle, the company has benefited from the contributions of interns who bring new perspectives and fresh ideas, helping Catena Zapata to stay at the forefront of the industry.
Dr. Laura Catena
Dr. Laura Catena is the CEO of Catena Zapata, Argentina's oldest family-owned winery, recently named the Best Vineyard in the World. A fourth-generation physician and vintner, she founded the Catena Institute of Wine in 1995 to advance research in the wine industry. She is the author of three books on Argentine wine and has received numerous accolades, including the Outstanding Achievement Award (Meininger Awards, 2023), the Old Vine Hero Award (Jancis Robinson, 2023), and the Woman of the Year Award (Drinks Business, 2022). Laura also serves as Honorary President of the Wine & Spirit Education Trust (WSET) and has been a Board Member of the Fulbright Association since 2023.