Est. 2024

AMAROCAP

Boutique Spirits Investments

Who We Are
Operators
We've run the P&L ourselves
Investors
Deep M&A and exit experience
Scalers
Global networks, proven playbooks
Track Record
Craft-to-Big Industry players exit in spirits
The Team

Industry Natives.
Built to Operate.

Amaro Capital was founded by two operators who have built brands from zero — through exits, global scale, and everything in between. We bring more than capital. We bring the experience to back it up.

Luis Carrillo
Co-Founder & Managing Partner

Luis Carrillo

Commercial Transformation & Scaling Specialist

An 18+ year commercial transformation leader with senior experience across strategy, consumer goods, and spirits. Luis brings disciplined execution and profitable scaling capability — the architecture behind Primo's growth engine.

Experience Highlights
  • 18+ years leading commercial transformation at global scale across FMCG and spirits
  • Senior advisor and operator at Diageo — global leader in premium spirits
  • Strategy and growth engagements at BCG and Accenture across consumer and retail
  • Commercial architecture and route-to-market design at Coca-Cola
  • Track record of delivering disciplined, profitable growth in competitive markets
  • Deep expertise in market entry, channel strategy, and distributor ecosystems
Past & Current Affiliations
Diageo · BCG · Accenture · Coca-Cola · Primo
Andrés Briseño
Co-Founder & Managing Partner

Andrés Briseño

Brand Builder & M&A Exit Specialist

Co-founder and General Manager of Mezcal Unión — acquired by Diageo — and Co-founder of Primo. Andrés brings firsthand experience scaling craft spirits brands from inception to strategic exit, with deep M&A and brand-building expertise.

Experience Highlights
  • Co-founded and led Mezcal Unión from startup to acquisition by Diageo — the world's largest spirits company
  • Deep operational and brand-building experience within the Diageo portfolio post-acquisition
  • Hands-on track record in scaling craft spirits brands through on-premise, culture, and distribution
  • Led Primo's U.S. expansion strategy across New York, Texas, Florida, and beyond
  • Proven expertise in institutional diligence, exit dynamics, and strategic M&A processes
  • Built enduring brand equity through cultural relevance and ecosystem-based distribution models
Past & Current Affiliations
Mezcal Unión · Diageo · Primo

"We are industry natives. We have built brands from zero, run P&Ls under pressure, and delivered exits to global buyers." We invest in what we know how to build.

Two operators. One proven playbook.

Relentless focus on brands that win.

See What We Do
Our Approach

We Build Category-Defining Spirits Brands.

Amaro Capital partners with the most compelling brands in premium spirits and lifestyle — providing not just capital, but the expertise, networks, and operational depth to unlock their full potential.

01
Brand Selection

"Identifying Brands in High-Profit Pools"

We apply a rigorous, proprietary lens to identify emerging spirits and premium lifestyle brands sitting at the intersection of cultural momentum and untapped commercial potential — where the profit pools are deep and the window of opportunity is now.

Premium Spirits Profit Pool Analysis Trend Identification
02
Founder Expertise

"Operators First, Investors Second"

Our team brings hard-won experience as commercial and strategic operators who have built and scaled brands from the ground up. We don't just write checks — we sit alongside founders, share in the grind, and deploy the commercial instincts that only come from having done it ourselves.

Founder Mindset Commercial Strategy Brand Building
03
Team Development

"Preparing the Teams Behind Great Brands"

Exceptional products need exceptional people. We invest in and help architect the leadership and commercial teams that will carry brands forward — identifying talent gaps, attracting the right operators, and building the internal culture that sustains long-term growth.

Leadership Building Talent Strategy Culture & Structure
04
Network & Scale

"Leveraging Networks to Accelerate Growth"

Our curated network of distributors, retail partners, on-trade operators, and industry leaders becomes a brand's unfair advantage. We open the right doors at the right moment — accompanying each brand on its journey from emerging player to market leader.

Distribution Access Client Networks Market Expansion

We don't just invest in brands — we become architects of their success.

See Our Investment Criteria
Investment Criteria

We Back Rare Brands Built to Last.

Amaro Capital is highly selective. We review over 50 businesses across our regions of interest to identify the very few that meet our standard — brands with deep roots, proven partners, and the potential to define their category.

Three things we look for in every brand we back

Our criteria are deliberately narrow. We believe deep conviction in fewer bets consistently outperforms broad exposure — and that the right partner makes all the difference.

I
Heritage & Craft

"Brands With a Story Worth Telling"

We invest in brands that carry genuine craft and authentic heritage — built on distinctive character, not just marketing. These are the products that earn their place on the shelf and in the glass because of what they truly are.

  • Authentic origin story and a defensible point of difference.
  • Craft credentials with real consumer resonance.
  • Strong aesthetic identity that travels across markets.
  • Heritage that anchors premium positioning and loyalty.
II
Proven Growth Partners

"We Don't Incubate Liquids — We Scale Winners"

We are not a liquid lab. We partner exclusively with founders and operators who have already proven they can build — people who know how to reach the right consumer, drive rate of sale, and replicate success across channels and geographies.

  • Founders with a track record of commercial execution.
  • Proven growth models, not experiments in brand building.
  • Clear path to target consumers and measurable traction.
  • Readiness to scale with the right infrastructure in place.
III
Ecosystem Creation

"Building Value Across the Entire Market"

We think beyond the bottle. Our investment thesis centres on building brand ecosystems — connecting distribution, hospitality, retail, and cultural touchpoints to create deep value in target markets and lock in long-term competitive advantage.

  • Ecosystem potential across on-trade, retail, and culture.
  • Strategic fit with existing portfolio and channel networks.
  • Clear target markets with identifiable consumer clusters.
  • Brands that create value beyond the product itself.
Our Selectivity

We Search More Than Fifty Firms to Commit to Just a Few

Rigorous sourcing is how Great portfolios are built. We conduct deep-dive reviews across Every origin of interest before committing, ensuring that Every Brand we Back is genuinely exceptional.

Fifty Plus Brands Reviewed 50+
Deep Diligence ~20%
Term Sheet Stage ~5%
A Select Few Partners ~1%

The best brands don't need more investors — they need the right partner at the right moment.

Initiate Private Inquiry
04 / Private Access

Private Advisory Inquiry

Access to AMAROCAP mandates is managed with absolute discretion. Please submit the credentials below to initiate formal communication.

"Your data is securely processed under absolute non-disclosure protocols."

© 2026 AMAROCAP. All mandates private.

discretion required