Born and raised in Venezuela. After graduating in political science from Monteavila University in Caracas, he traveled to France to complete his MBA with a focus on Wine and Spirits at the Bordeaux INSEEC School of Commerce. Jose Luis then joined the Diplomatico group based out of the global headquarters in Spain, learning about the distribution of the brand in Europe and supporting the launch of the Prestige portfolio in France, England, and Spain among other important markets. He returned to Venezuela and for two years he worked as the Diplomatico Brand Manager while he supported the expansion of the brand in Latin America and the Caribbean. Since 2016 he has been based in Miami, serving as a Brand Ambassador for the South Eastern United States and as Country Manager for Canada. Today he is the North American Brand Ambassador for Diplomatico Rum. He has proudly continued the family tradition as the 4th generation in the Spirit’s Industry.