Luis Enrique “Lucho” Izquierdo

Co-Founder / Director of Brand, Commercial Strategy, and Sales

Behind Forajidos Wines lies a clear conviction: the premium wine sector deserved a revolution.

Lucho Izquierdo reached that conclusion after more than 25 years in the industry, traveling through markets in the Americas, Europe, and Oceania. As Marketing Manager at Viña Errázuriz, Marketing & Sales Director at Viña Anakena, and Sales and Marketing Director at Accolades Wines in Australia, he developed a deep understanding of how wine is communicated, sold, and perceived around the world. And what he saw was an untapped opportunity.

While categories such as gin, whiskey, and craft beer were evolving in design, branding, and communication—winning over new audiences with fresh and relevant concepts—wine remained anchored in the conventions of the past. That’s how Forajidos was born: a brand that challenges the status quo without compromising on excellence. For Forajidos, quality is non-negotiable—all Forajidos wines consistently score above 90 points—but quality alone is not enough. Every bottle, every label, every message must be as exceptional as the wine in the bottle.

For him, marketing was never just a technique—it was always a philosophy: building real connections between a brand and the people who choose it. Forajidos is the most complete expression of that conviction. It didn’t come to simply take a spot on wine lists. It came to leave its mark.

 “The world of wine can be incredible—or incredibly boring. I chose the former. Forajidos is for people who want to enjoy wine without pretension, without absurd rules, and with a desire to make the most of it.“