How I work
Product understanding, commercial judgment and brand thinking in the same room.
16 years of experience across the cellar, the market and the studio. I work across decisions that usually sit with separate specialists: product truth, commercial strategy, editorial thinking, branding, packaging and digital.
The value is knowing what should direct what, and what the brand needs to do next.
My work spans wine, No/Low, coffee, RTD and soft-drink propositions. That range matters because a beverage brand has to work with a liquid, format, price, route to market and production constraint, not only in a presentation.
I lead the strategic and creative direction, preserve the work that is already useful and coordinate the specialist inputs the project needs. Technical and regulated partners remain responsible for validation and approval.
Recognition
What clients and editors say.
“Before working with Florencia we struggled to find people with sufficient depth of wine knowledge to create content for our channels. That changed three years ago with Flor.”
David Allen, Master of Wine · Wine Director, Wine-Searcher
“She used her understanding of wine and her engaging personality to quickly become a respected member of the team. She made a significant impact and launched a new brand identity and website within 4 months.”
John Paterson · CEO, Finca Ambrosia
“I adore my new modern look. You captured my brand perfectly and created the outcome I wanted in just a couple of months.”
Gabby · Founder, Wine Fantasy Barcelona
