About

Montserrat Franco is a Paraguayan American multidisciplinary artist (singer-songwriter, performer, author) and a Distilled Spirits professional.  

Her journey in agave spirits started in a land with plethora of agave diversity: Mexico.

Understanding the land “terroir” and each step of the processes was fundamental in her career.  Montserrat’s curiosity for the specific land of each denomination of origin took her to dive more deeply in to the roots of communities, meeting the makers and their families for the respect to the craft and legacy of a cultural spirit.

Some of Montserrat’s accolades and professional expertise:
* In 2015 she became US (State of Florida) On-Premise Manager for Italy’s largest privately held winery (Enoitalia) where she successfully launched a new category of spirits with roots in Latin America.
* In 2018 she was appointed as a Brand Ambassador for LVMH’s first Tequila: Volcan de mi Tierra, contributing to the growth and expansion of the brand in Florida becoming the top market in the US.
* In 2020 she became Brand Development Manager for Moët Hennessy’s Volcan Tequila, creating and leading hundreds of  programs and experiential campaigns as model for the US execution.
* She was twice awarded the T distinctive in Tequila by the Tequila Regulatory Council (CRT) and became the first US female Master Mezcalier certified by Asociacion Pro-Cultura; Mexico’s only recognized certification in Mezcal by the Mexican Department of Education (SEP).
* She is also a Court of Master Sommelier certified (WSET), Associazione Italiana Sommelier (AIS) and ISSP-CSP Certified Sustainability Professional and a Scotch Whisky Certified by the Edinburgh Academy of Scotland.
* In 2022 she was appointed as Global Brand Ambassador for The Lost Explorer Mezcal, “Most awarded mezcal in 2021 worldwide”.
* In 2023 she became the Miami Market Lead for The Macallan, a brand that has built a reputation for exceptional single malt whiskies, both in its core expressions and its rarest releases.

* Polyglot: languages include Spanish, Portuguese, Italian, English, French, Hebrew and Guarani.

* She is a guest lecturer at the Technology University of the Central Valleys of Oaxaca (UTVC), a member of the “Women of Maguey and Mezcal Oaxaca Chapter” and the United States Bartender’s Guild Florida Chapter.

For info, collaborations and press inquiries:

info@montserratfranco.com