Alexandra Alfaro
Corporate Marketing Director at Licores de Guatemala
Corporate Marketing Director in
Guatemalan Spirits – Licores de Guatemala
Who is Alexandra Alfaro?
I am a passionate marketeer & brand strategist. What moves me the most is driving value behind brands – whereas it is through an integral (re)positioning strategy, powerful communication, 360 execution or an innovation.
I began my career in marketing the soft drinks industry over 20 years ago in my native country El Salvador. During that time, growing interest in beverage companies in the Central American region brought international players into the arena. Hence, my career in the beer industry with SABMiller began, spanning over 15 years and taking me from El Salvador to Panama. I was first introduced to the passionate and inspiring world of Rum in 2016, when I joined Varela Hermanos in Panama and managed Ron Abuelo, among other brands, on a global level. In 2020, on the verge of the global Covid pandemic outbreak, I joined Guatemalan Spirits as Corporate Marketing Director, now based in Guatemala. Our international Rum brand portfolio includes Ron Botran, our leading Rontastic Rum, as well as Ron Colonial (Miracielo) and of course, Ron Zacapa, co-owned with Diageo.
My Sessions
The role of Travel Retail in your Rum Strategy
MBCC - Art Deco RoomAlexandra Alfaro
Walter Aguilar
Fede J. Hernández
Carolyn Mariani
In an era where international travel serves as a conduit for cultural exchange and economic dynamism, the significance of global travel retail in shaping and propelling the trajectory of rum markets cannot be overstated. This seminar stands as a beacon, illuminating the critical role that travel retail plays in the formulation, execution, and expansion of […]