This wine store located in Boadilla del Monte, in the outskirts of Madrid, bears the very atypical name of “La Mercería” (The Haberdashery). It has nothing to do with any previous activities in the shop as it is the case with Madrid’s cult wine merchant La Tintorería (literally “The Dry Cleaners”). The name is an in-joke. When Daniel Cortes told his childhood friends that he was about to open a store, many asked what he would sell and he joked saying it would be a haberdashery. The whole thing turned into such a running joke among them that Daniel eventually used it to name his shop, which now welcomes visitors with a neon La Mercería sign.
Daniel, 41, was born in the province of Zamora in northwest Spain. He still remembers his father mixing red Prieto Picudo and white Verdejo grapes grown in the Benavente Valley to make homemade wine. After finishing his sommelier training at Madrid’s Chamber of Commerce he worked for some wineries in Ribera del Duero such as Convento de San Francisco or Resalte. Even today, during the harvest season, he helps some of his friends like natural wine producer Alfredo Maestro.
The shop, which has been in operation since March 2014, has built up a loyal clientele that Daniel has guided on their wine journey. The selection of wines is increasingly dynamic with a high rotation of brands. This has to do with the fact that he has specialised in small Spanish and international producers, often with limited allocations, and with customers eager to try new wines. Daniel stocks regularly between 400 and 500 wines, but over the course of a year he can sell almost 2,000 different brands.
In August 2023 the store was refurbished to include a small bar and a terrace. The move reflects the evolution of corner shops in the area of Boadilla, where La Mercería is located, which have been gradually replaced by restaurants and cafés. "Since the pandemic, people buy wine online or directly from the supermarket. Businesses like ours are now just for gifts," Cortes explain.
The terrace has attracted people who would have never ventured into the wine store. They can now sit outdoors, enjoy a glass of wine, familiarise themselves with the store and become a regular customer.
In addition to Daniel's friendly manners and in-depth knowledge of the producers he works with, La Mercería organises some of the best tastings on the outskirts of Madrid. There are events scheduled almost every Friday at more than reasonable prices.
