The wine shop Mallorcària has made Catalan one of the central pillars of its project, both in labeling and marketing. As they explain, the decision responds to an almost natural question: “for the same reason that a Chinese person in China uses Chinese.” Although they also use English, especially thinking of the international public, the starting language is always Catalan. It is a clearly identity-based commitment, but —they clarify— not from an ideological standpoint, but from logic and coherence with the context, “because we are in Mallorca,” points out the owner.