Diego Borjas

Diego manages an international team of research analysts that cover drinks and tobacco industries in Latin America, and he is responsible for Euromonitor’s relationship with some of the most important companies in the region. He has a deep understanding of corporate activity and consumer trends, and he specialises in identifying opportunities and challenges that companies should consider in order to maintain a competitive advantage.

Diego's specific areas of expertise include the soft drinks, hot drinks, alcoholic drinks, tobacco and cannabis industries in Latin America. Diego started working in research at Euromonitor in 2021, bringing with him a diverse knowledge background, having worked previously in the luxury hospitality and travel industry for almost a decade.