Mallorcària: "When you explain grape varieties to a client, they only make sense in Catalan"

PalmaThe 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.

From day one, they have worked along these lines and assure that the use of Catalan has had no negative impact on sales or customer perception. In fact, the few criticisms they have received in a decade are described as merely anecdotal: some isolated comment from a passerby or isolated cases of rejection that have not translated into any real impact on the business. On the other hand, they emphasize that local customers are the ones who most value this commitment, while foreign visitors “neither notice nor get involved.”

For Mallorcària, Catalan also adds value to the product, especially in a sector like the wine industry, which is closely linked to the territory. “When you have to explain the grape varieties, these are words that only make sense in the original language,” they point out. In this regard, they believe that the sector in the Balearic Islands is, in general, quite sensitive to the language, especially concerning local producers, although they admit that “mistakes” are still seen.

Despite this, they acknowledge that there are still prejudices in the commercial sphere. However, they argue that the best way to combat them is with normality: starting any interaction with a 'good morning' and a smile, regardless of the customer's profile. They are more critical of the role of institutions, which they consider insufficient and even counterproductive in promoting Catalan in commerce.

Looking ahead, the store managers admit a mix of optimism and concern. They recall that there was a period, in the late 90s and early 2000s, when Catalan seemed to be gaining ground, but they warn that the current situation is delicate. Nevertheless, they advocate for the need for more businesses to commit to the language, not only for cultural reasons but also for survival.

Regarding the project, Mallorcària faces a new stage after being forced to move due to gentrification. The new premises, located on Isidoro Antillón street in Palma, where the old Talaiot Corcat used to be, will also open as a wine bar under the name Es Magatzem, with an offering that will include a wide selection of wines from Mallorca and around the world, available by the glass.