Born in Southern California but raised in Guadalajara, Jalisco, Mexico, Rigo has a deep understanding of the language and culture of Mexico. His diverse upbringing and extensive travels across numerous states in the U.S. have given him a unique perspective on the various Hispanic cultures in America.

With 12 years of experience in the CPG industry, Rigo has dedicated most of his career to the alcohol beverage sector. His expertise lies in connecting brands with consumers in ways that resonate deeply with their needs and desires.

Most recently, Rigo led the U.S. Hispanic consumer strategy for Fortune 500 and largest beer importer in the US, Constellation Brands. Selling and marketing some of the most iconic beer brands, Corona Extra, Modelo Especial and Pacifico. In this role, he developed initiatives focused on elevating brand visibility, increasing market share, and deepening engagement with their primary consumers—Hispanics.

A proud first-generation college graduate from the University of Indianapolis, Rigo also earned his MBA from the University of Illinois. Recognizing a significant gap in the market, he founded Craft & Culture. He sees a pressing need for brands to authentically connect with the largest minority group in America. Hispanics, with their substantial buying power, are often underrepresented and misunderstood by mainstream marketing strategies.