Pascual Drake, the visionary who democratizes wine in Spain with Descorchify.

Pascual Drake, the founder of Descorchify, has become a reference point in the wine world, revolutionizing how this beverage is marketed and enjoyed through an inclusive and accessible approach. At 42 years old, he has been recognized with the 2023 Out of Series Character of the Year award in the Enology category, a well-deserved tribute to his contribution to the sector. Although his journey into the wine world began accidentally, it has been characterized by an insatiable curiosity and a desire to break away from established norms. Originally from Madrid, Drake began his career as a journalist, working at the newspaper Expansión before venturing into economic consulting. However, his life took an unexpected turn when he joined Todovino, an online platform promoting wine sales. In that environment, surrounded by experts, he developed a deep interest in the world of wine, which led him to invent the Enolobox concept, a surprise box that allowed club members to experiment with wines selected by winemakers. His connection to wine solidified during his six years at Todovino, where he began writing about wines in the El Comidista section of El País. However, it was the arrival of the pandemic that allowed him to reflect on his future and bring new projects to life. Together with his partners, Luis Gosalbez and María Martínez, he founded Descorchify in December 2021, an initiative aimed at democratizing access to wine in Spain. Drake has a clear vision: wine should be a shared experience and not an elitist activity. With this approach, Descorchify moves away from the pretentious language that has dominated the sector, offering subscribers a monthly selection of three "surprise" wines, accompanied by accessible and appealing descriptions. This model has resonated with an audience tired of the barriers imposed by wine snobs. Since its launch in March 2022, Descorchify has grown rapidly, reaching around 1,000 regular subscribers and selling between 4,000 and 5,000 bottles per month. The moderate price of €35.90 per month for a curated selection of wines has been key to attracting a diverse audience looking for quality without breaking the bank. Each wine is sourced directly from small producers, ensuring authenticity and closeness in every selection. Pascual Drake notes that the rise in wine consumption among young people reflects a shift in societal mindset. Wine is no longer seen as an elitist drink reserved for experts but as an enjoyable option for everyone. Spain, with its vast wine production, is in a privileged position to embrace this change, with over 4,300 wineries and 15,000 brands available in the market. The challenge, according to Drake, lies in dismantling the elitist jargon that has surrounded wine for decades. Many experts have imposed a language that alienates consumers, creating a gap between the product and real enjoyment. Descorchify aims to close that gap, bringing people closer to high-quality wines that are often affordable and accessible. Drake's passion for wine is rooted in his desire to celebrate the simple and the authentic. "I have always found grandiose stories about great wines and regions boring," he confesses. His approach has allowed a new generation of consumers to immerse themselves in the world of wine, understanding that quality does not always have to come with exorbitant prices or complex technical jargon. As the sector continues to evolve, Pascual Drake and Descorchify are well-positioned to lead the way toward a more inclusive future in the wine world. With their proposal, they seek to empower wine lovers, offering not just a product but also a community where everyone can enjoy and learn about wine without prejudice or barriers. Thus, Drake's legacy lies not only in his business achievements but also in his commitment to making wine an accessible experience for all.