Today we’d like to introduce you to Catalina Gaete.
Catalina, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
As a little girl, I remember zealously telling my Father, “I want to be a businesswoman when I grow up and one day…own my own business!” His response was, well, not in my favor. Being a traditional Chilean Latino father, he ran his household as such.
He instilled in his children, four of us total (I am the other half of an identical twin sister), that we would all go to college and select a career that would “help the world.” Business for him was a “selfish” path that he did not approve of.
After receiving a Bachelor’s Degree in Psychology, I immediately worked in the field and quickly realized, this path was not for me. I decided to go back to Graduate school where I pursued an M.P.A degree (Master’s in Public Administration,) since this was the closest degree (in my mind) to an M.B.A., without disappointing my father. Loving the business aspect and skills this degree afforded me, I just knew one day I would end up not only in business but that I would one day own my own business.
Finally, the time came where that little girls voice inside of me had matured into a woman’s voice: my business idea was in full bloom and I was ready to make this happen. It was the 4th of July, 2016 on a drive home from Wisconsin to Chicago, (Chicago was becoming my new “home” with my now Husband) that the idea of bringing pisco to United States had struck me like a lightning bolt. This was the moment when I realized not only my future business but my entire purpose. This would be my life’s work. I would connect my cultural passion and Latin traditions of Chile and bring pisco to the USA.
Exactly one month later, August 4th, 2016, I officially became Catan Pisco & Co., LLC, and shared the news with my family. My father’s response was that of a surprisingly supportive one and when I ask the question to my siblings, “do you think this is a crazy idea?” My mother proudly responded, “the only crazy ideas are the ones that are thought up of, and never acted upon.”
July 21st, 2018, I proudly launched Catan Pisco in the Chicago market, and official entered Los Angeles in May of this year.
Growing up in LA and now having my business rooted there as well, is my emotional testimonial that dreams really do come true in this land of opportunity-you just have to work hard and believe in yourself more than everyone else.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
This has been a very hard road and continues to be one.
In Chile, the machismo attitude continues to be alive and well, “well.” My first trip to Chile, for example, when meeting with my manufactures, one of the gentlemen spent most of his time speaking with my Uncle and asked him, “Who is she? The representative?” I remember seeing this conversation out of the corner of my eye, and this gentleman casually leaning against the counter with his arms crossed, which is not the most inviting form of body language for my first meeting. My Uncle proudly responded, ” No. She is the Owner of this Business. She IS Catan Pisco.”
I smirked out of the corner of my mouth, pretending I didn’t hear a word. Immediately after this statement, I saw the Chilean uncross his arms, stand . up straight and finally decided to walk over to speak with me.
This is not the first, nor the last time this will happen to me, but I am ready for it.
Another challenge, which is the most obvious one, is being a female in a male-dominated industry. The way men look at me when I come into “their bars” or “retailers” to offer them a tasting of Catan…well, let’s just say some (not all) of their glances go directly to my body and then to the bottle. It is not until these Managers and Bar Directors give me the time when their perception and eyes finally change and 99% of the time when they fall in love with the Flavors or Catan Pisco.
Lastly, an obstacle that irke’s me even more than the mentioned above is what Peruvian’s like to call the “pisco wars.” Peru and Chile both have international legal rights to produce pisco and call it “pisco,” and the Denominations of Origin have been solidified in both Countries. The war is that Peruvians claim to be the only Country that “truly” makes pisco, and that ultimately, they “invented and created it.” So here is the TRUTH.
Both Peru and Chile were both under Spanish rule in the 1500’s, and pisco itself is said to have been founded in 1532 by the Spanish settlers. Chile eventually won their independence in 1818 and Peru in 1821. So, if we really want to get technical here, the SPANISH founded pisco, and they win. Catan Pisco, for example, is made out of the Pedro Ximenez grapes, which is a SPANISH GRAPE! If you look at the classification differences on how Chile and Peru make pisco, you will find that most of their grapes are Spanish and all from Europe.
So, why is this challenge for me as a pisco business owner in the U.S? Well, because Peruvians restaurants, bars or festival’s will not “allow” be to join their portfolio’s or events because I am a “Chilean pisco!” Crazy, right? Well, it’s true.
Chilean’s, at the end of the day do not argue or even want to “fight” about this ridiculous and insignificant battle. Instead, we believe that “good pisco is good pisco.” In fact, Chile is Peru’s #1 importer of pisco, and we actually help their economy by drinking their pisco!
I was recently turned away from being apart of a Chicago Pisco Fest because I am a “Chilean” pisco brand. Naturally, this upset me so I contacted my friends at the Chilean Consulate of Chicago and have demanded a meeting with the Peruvian Counsel General to end these pisco wars in the U.S.A.
Being born in Chile and my parent’s moving us to this Country to give us a better life in this “Land of Opportunity” is exactly what this Country is known for, and what it represent. The fact that Peruvians are not allowing opportunities to other Chilean pisco brands (not just mine) because of their traditional and combative views does not belong in this Country.
The hate emails, ignorant social media posts and aggressive social content that I receive on my platforms, are kindly removed since we want nothing to do with this.
As you can tell, I am pretty passionate about this obstacle, but sadly enough, it does exist.
Alright – so let’s talk business. Tell us about Catan Pisco – what should we know?
I am proud to have been born in Santiago, Chile and growing up in the US, it is hard for me to remember a family dinner, social event or celebration that didn’t begin with Pisco. The spirit always seemed to signal that a special moment had begun and that feeling of being connected and present with my loved ones is something that is always with me.
My mom said I was born “standing up,” and seemingly she was right. I have a passion for traveling, have lived in three countries, learned the languages in each, obtained three degrees and I knew that one day I would start my own business. I’ve searched for years for an answer to the question of what that endeavor would be and it finally came crashing down like a locked away epiphany that had been written my entire life. The answer was Pisco. I would make and bring Pisco to the United States. I had found my purpose.
Why Pisco? Pisco is Chile’s spirit of choice. It has been a cornerstone of Chilean culture and in my home for as long as I can remember. The ritual of beginning a meal by toasting with a Pisco sour in hand or sipping it neat with friends are memories I hold dear. I intend to share these memories with the spirit drinkers of Chicago, and eventually, with the rest of the United States and beyond.
While the craft cocktail culture has become more and more pervasive, Pisco has yet to emerge as an essential spirit. Catan Pisco aims to change that. By bringing our meticulous, aromatic and fully balanced recipe from the Lamari Valley, Chile, Catan will give you, our spirit drinkers, the opportunity to taste firsthand this unique South American spirit, share our favorite recipes and inspire you to create your own.
What I am most proud of is being the first Chilean women in the country’s History to own her own pisco brand/company.
I am proud to be the first pisco with a purpose. What does this mean?
With every bottle purchased, a donation is made directly to Global Giving to support South American families who have fallen victims to natural disasters. In addition, a portion of proceeds from every event we host supports an organization in that specific city that furthers the goals of the causes we support.
I am proud to take social responsibility, literal with my business. Ensure we teamed up with a Fair Trade and Fair Life Certified vineyards with a must!
I am proud to be health conscious as a liquor brand an offer a totally organic and gluten-free product for our consumers.
I am proud to be the Founder of Catan Pisco.
Is there a characteristic or quality that you feel is essential to success?
If I had to write my own personal tagline, it would be “Determined to a fault.”
This characteristic is by far the more important to the success of any entrepreneur.
What drives me?
The many no’s I have received along with way, drives me. Being a women in this male-dominated industry drives me. My family and my culture, drives me. My unwavering and unfailing passion for Catan Pisco will forever drive me.
Knowing that women in the US were only recently able to receive lines of credit in 1974 inspires me. Knowing that only 4.5% of businesses in Chile have female-owned management inspires me. Being the very first Chilean women in History to own her own pisco company, I hope will one day inspire others.
I am driven and inspired daily by the social statuses and historical struggles that women have had to fight for to get to where we are today. As a Latina female entrepreneur, I am forever grateful to my parents who decided to move my family to this country, which has not only afforded me the opportunity to dream about starting my own business but for the reality of being able to make it happen.
Pricing:
- Retails for $35-37 a bottle and soon can be found at Total Wine in More in Los Angeles.
Contact Info:
- Address: 2021 W. Fulton St. Suite K-208 Chicago, IL 60612
- Website: www.catanpisco.com
- Phone: 562-400-8481
- Email: [email protected]
- Instagram: https://www.instagram.com/catanpisco/
- Facebook: https://www.facebook.com/pg/catanpiscoandco/photos/?ref=page_internal
Image Credit:
Photo: 📸 @redivymarketinginc
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