How did you come to be in your present role at Volcan?
I’m from Argentina and I joined LVMH in London 13 years ago. It was a personal quest to move into the luxury sector; I was most passionate about wines and spirits. There was no better place than LVMH. After London, I moved to Spain and then I became managing director of MH in Mexico.
It was there that I tried Tequila Volcan de mi Tierra for the first time and was surprised that it was a liquid of such quality, especially since I had only been exposed to mixtos before that. Leading MH in Mexico, I was proud of Volcan being the first and till now, only Mexican brand under LVMH. I connected with our family partner and outlined the way forward: the family would craft their great tequila, and MH would handle the business management, promotion and brand-building aspects.
What are the most important things people should know about Volcan’s product?
This story is from the Issue 208 (December 2024) edition of August Man SG.
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This story is from the Issue 208 (December 2024) edition of August Man SG.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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