Diego Borjas Research Analyst
santiago
English, Spanish, Castilian, Portuguese
About Diego
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.
Expertise
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.
Related to Drinks
Drinks at the National Restaurant Association Show - Key Takeaways
29 May 26Euromonitor International attended the 2026 National Restaurant Association Show in Chicago this May. One of the big headlines was the sheer number of vendors looking to bring their AI-based restaurant solutions to kitchens. From menu automation to delivery planning, and even voice-operated vending solutions, AI was everywhere.
Ryan Tuttle
Top Five Trends Shaping the Hot Drinks Industry in 2026
5 May 26The hot drinks industry is facing challenging times in 2026. Climate pressures and higher energy and logistics costs due to geopolitical conflicts are driving up prices again and brands need to target consumers more effectively to generate value growth
Tristan Höver
Low Loyalty, High Scrutiny: Drinks Innovation in the Age of Social Media
17 Feb 26Internet culture and social media are major catalysts of drink creations and trends but also platforms for scrutiny and accountability. Consumers are reacting quickly, critically and publicly to new food and beverage products. Press play to hear from Howard Telford, Senior Global Insight Manager – Soft Drinks, on how brands can navigate and adapt to these shifts.
Howard Telford