I am Flor, a winemaker-turned-wine creative. I am crazy enough about wine to dare to dream about becoming an MW.

Counting on 15 years of 360° experience in the wine industry, I bring with me a unique perspective on global trends, market opportunities and modern consumers.

Education

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Scholarships

  • 2020

  • 2021

  • 2024

  • Shortlisted 2023

  • 2023-2024

My mission is to help create a more innovative, diverse and collaborative wine industry.

My ride in the wine industry

FOUNDER & CREATIVE DIRECTOR

In 2023 created Grand Crew Studio and brought together a community of talented humans who are passionate about wine, brands and communications. Together, we tackle marketing challenges in the wine industry with confident, integrated and impactful solutions.

FREELANCE CONSULTANT

I help modern wine brands to tell their stories to the world. I started this road in 2019 from Zanzibar, Tanzania, and in 2020 moved the headquarters to Shoreditch in London, where I also study to become a Master of Wine.

CORPORATE BUSINESS MANAGER EUROPE

I pushed myself out of my comfort zone to learn to deal with budgets, shares, forecasts, and export logistics for the largest Argentinian Group. Not only did I survive, but I ended up successfully managing 15 accounts (40 000 cases/yr.), managing marketing actions, and coordinating the tender process for Scandinavia.

E-COMMERCE PROJECT LEADER

I took over the creative direction to develop a luxury wine e-commerce for private clients, including brand strategy, content creation, and PR.

I also became a brand ambassador to Michelin star restaurants.

RESEARCH ENOLOGIST

I had the chance to put my nerd hat on fully, and performed a handful of innovative trials at Trinchero Family Estates. An amazing winemaking team welcomed to their “round table” and I learned a lot about their technical approach to tasting and blending.

Also, I coordinated the grape reception and managed red and white fermentations.

CELLAR RAT

In 2013 ran around Terrazas de los Andes all day checking temps and taking Brix. I learnt a great deal about macerations and tannin management.

My first face-to-face experience as an Assistant winemaker was in my grand grand parents town in Hvar, Croatia.

I spent my 2017 holidays working 14-hour shifts in a small charming winery in Burgundy...and yes, what a cliche was to madly fall in love with Pinot Noir!

LAB RAT +QC


From 2010 to 2012, I spent my junior lab-rat years as an analyst in a tiny lab, a pro barrel climber, and a proficient press cleaner at Achaval-Ferrer. Later on, I convinced the management that I could design a new traceability and HACCP system.

After performing a trillion lab analyses for Domain Chandon in 2012, I achieved ninja-level in popping sparkling wine bottles.

What Can I do for you?