#79 Enrique Rodríguez: From the Navy to Vichy Catalan

In this episode of The Nomu Hour we talk with Enrique Rodríguez, a professional with more than 25 years of experience in the food & beverages sector. From his time in the Navy, which instilled values like discipline and teamwork, to his work at companies such as Nestlé and his current role at the Vichy Catalan Group, Enrique has built a career where innovation and consumer focus are always central.

His story also includes his entrepreneurial side: he started three businesses, two failed, and one succeeded in importing and distributing dairy products. That stage left him with valuable lessons, such as the importance of separating personal and professional life to avoid burnout, and the belief that failures, while painful, can become seeds of future success.

Innovation in food & beverages

One of the most interesting points of the conversation was his view on current trends in the industry. Enrique highlighted the reutilization of by-products as a movement here to stay: ingredients that were once discarded are now transformed into new products, adding value and sustainability to the industry.

He also shared his habit of visiting supermarkets in every country he travels to. Not for work, but out of curiosity: observing what is sold, how the shelves are organized, and how consumers behave helps him spot signals about where the market is heading. From the United States to Colombia, Enrique sees small details that hint at big changes.

The sparkling water boom

A large part of the discussion revolved around the rise of sparkling water, which has gone from being a minority choice in Spain to a global trend. In the case of Vichy Catalan, what sets it apart is that the water naturally springs with gas, something rare in the market.

This uniqueness has caught attention in places like the United States, where renowned water sommelier Martin Riese has publicly praised the brand, highlighting its salty, mineral-rich flavor. For Enrique, this kind of organic recognition is one of the best forms of validation a brand can receive.

Gastronomy, culture, and references

The conversation also touched on gastronomy as an essential part of culture. Enrique defended the importance of the sobremesa—the long post-meal conversation—as a uniquely Spanish ritual that doesn’t exist in other languages. He also shared his admiration for figures like José Andrés, the Spanish chef and humanitarian in the U.S., and Anthony Bourdain, whose television legacy still inspires with his respect for local producers and cultural curiosity.

Between hospitality, influencers, and the future

We also talked about the role of marketing and how new beverage brands like Liquid Death or Prime Hydration—created by Logan Paul and KSI—are shaking up the industry with bold campaigns and heavy use of influencers. While Enrique acknowledges their impact, he stressed that distribution remains the decisive factor: hospitality and supermarkets determine which brands succeed and which disappear, no matter how much digital buzz they create.

Looking ahead, Enrique remains committed to the Vichy Catalan Group but doesn’t rule out starting a new venture in the beverage sector. His vision combines experience, discipline, and a genuine passion for gastronomy and innovation.

Takeaway: Enrique Rodríguez’s career is a reminder that innovation in food and beverages doesn’t rely solely on technology or marketing—it’s about understanding people, their habits, and their culture. From sparkling water to sobremesa, the conversation shows how business and personal life intersect in a sector that is both everyday and strategic.