François Bouyra

François Bouyra began his professional career in Mexico when he joined Danone in 1992, where he supported the successful launch of Evian, after which Danone acquired Bonafont in 1994.

That same year, François joined Grupo José Cuervo as Wine Group Manager, followed by the Vodka Group and finally, as Marketing Director from 1998 to 2001, when he joined Grupo Lala in the same position.
François re-launched the company's image and thus became the Commercial and New Business Director, promoting Lala in new markets, such as the American market.

In 2005, he joined Casa Pedro Domecq as President and CEO, reinventing the brand. Six years later, he joined the Alen team as General Manager.

In 2021, he joined alpura, where he proposed a 360-degree change that would allow the company to continue its growth and development as a mature and consolidated organization.