This article introduces Ezequiel Sánchez-Mateos, owner of the Reserva y Cata boutique in Madrid, and highlights the unconventional journey of this enthusiast who, after a career in finance, decided to dedicate himself entirely to wine. Ezequiel offers nearly a thousand wines “with a soul,” primarily from small producers. He collaborates with local and international winemakers and has launched his own line of wines. He also organizes events to promote wine culture, such as tastings, competitions, and educational programs, creating a unique experience that highlights authentic wines with rich stories.