Luis has 18 years of experience in launching spirits brands and designing strategies to maximize sales opportunities. For years, he has focused on helping emerging brands reduce the learning curve in product development and commercialization by providing expertise and guidance through every step of the process. To achieve success, he has built strategic partnerships with distilleries, packaging suppliers, importers, distributors, brokers, marketing/PR agencies, and an experienced sales team that helps maximize resources while increasing sales and building the brand.
One of the most recent projects includes launching Austin’s first whiskey distillery and served as VP of Sales for four years. Still Austin is currently the fastest growing bourbon brand, in Texas. He also co founded Red Carpet Productions in 2013, and served as CEO for 6 years. RCP is a brand management and promotional agency currently working with brands such as Tito’s Handmade Vodka, Pernod Ricard, E&J Gallo, Anheuser-Busch, Jägermeister, Teremana Tequila, Dos Hombres Mezcal, and several emerging brands in the state of Texas, Tennessee, Oklahoma, Florida, Colorado and Nevada.
Luis will be serving as CEO for Humano Tequila and his main role will be to make sure that every department of the company is performing at the highest level. He is currently building solid relationships between co-founders, distillery, and service providers that will be the backbone for the brand’s success.
