wine2wine • Auditorium wine2wine - Palaexpo Floor -1
The Catena Zapata winery was founded by an Italian immigrant to Argentina, Nicola Catena, in 1902. In many ways, the winery is a traditional family winery with a family member at the helm for four generations.
However, the wine journey of current Managing Director Dr. Laura Catena has been anything but traditional. Laura started her professional career as a medical doctor in the United States and has practiced both medicine and winemaking for 25 years. She credits her father Nicolás, a Doctor in economics, with teaching her everything she knows about making wine and running a business.
When Laura started working with her father, she asked him to explain what people meant by “marketing.” Her father answered: “Laurita, it is hard to prove and sustain a #1 position over time, but when you do something different, you are most likely to win. Always focus on differentiation.”
Today, Laura thinks that authenticity is the key to differentiation. During her session, she will show us - through a series of social media moments - how in 2023 the family winery, Catena Zapata, made it to the #1 World’s Best Vineyard position.
Event languages: Italiano, English
How to participate: 100% in-person attendance, with wine2wine Business Forum ticket
Dr. Laura Catena is the Managing Director of Catena Zapata winery in Argentina, recently named the World’s Best vineyard. She is a medical doctor and fourth-generation vintner, on a mission to elevate Argentina’s reputation as a great wine country.
A pioneer in Malbec since 1902, Catena Zapata is the oldest family winery in Argentina.
Laura founded The Catena Institute of Wine in 1995 to conduct industry-leading wine research. She has authored three books: “Vino Argentino”, an insider’s travelogue to Argentine wine country, with great food and wine pairings; “Gold in the Vineyards”, and “Malbec Mon Amour”, a compelling story - recently featured in the New York Times - of near extinction, rebirth, and a happy ending, the tale of how a plant has enriched the lives of millions for over 2,000 years.
Laura has been honored with the following accolades for herself and on behalf of the winery: • Catena Zapata #1 World’s Best Vineyards, 2023 • Dr. Laura Catena Outstanding Achievement Award, Meininger Awards Excellence in Wine & Spirit, M2023 • Dr. Laura Catena Old Vine Hero Award, Jancis Robinson, March 2023 • Dr. Laura Catena Woman of the Year Award, Drinks Business, 2022 She has also been invited to contribute to these important organizations: • Dr. Laura Catena Honorary President, Wine & Spirt Education Trust (WSET), 2023 • Dr. Laura Catena Board Member, Fulbright Association, 2023