Lacrima Terrae

Sofía and Alba Atienza have helped thousands of people approach wine without feeling intimidated. Founders of Lacrima Terrae — although, as they themselves say, “no one remembers the Terrae” — they have built a community that learns about wine without complications, without unnecessary technical jargon, and with a genuine desire to enjoy it.

In this new episode, we talk with them about how two strategic consultants working in large corporations ended up creating one of the most influential wine education platforms on social media.

We discuss the leap from a family e-commerce during the pandemic to becoming communication leaders, how their outsider perspective has been an advantage in a traditional sector, and their commitment to clear, practical language connected to real life.

I invite you to listen to this conversation, where we explore relevant topics such as:

➔ The lessons from strategic consulting that they now apply to Lácrima’s growth.

➔ Why the wine sector continues communicating for experts instead of for people, and how to change that narrative.

➔ How to balance approachability and credibility, and what their next steps are to further consolidate the project.

A conversation about communication and new audiences that invites us to rethink how we talk about wine today.

PODCAST NOTES

Lacrima Terrae

Michelle Obama

Henar Álvarez