HOMBRE: How do you come into your current position at Diageo North America?
Luis Carlos Rabago Basset: I was working in a global PR agency back in Mexico and that’s where I started. Part of my role was to shape perception for brands through communication and strengthen their reputation. One day one of my clients reached out and invited me to participate for the role in Diageo Mexico. That was in 2015. I went through the process and from the first moment I fell in love with the culture of the company. I was a consultant with the PR firm for 16 years. I was ready to move and reinvent myself, and become head of corporate communications at Diageo Mexico.
Last year I heard about the role in North America and I participated in the process. I feel very lucky and appreciative to be part of the team here now.

H: What exactly is your role within the company?
LR: My role is Society Communications Director. This position sits in Diageo as part of the communications area. I get to partner with different functions and get to tell our story in society. And the role that Diageo has in society is to promote responsible drinking, impact communities through different programs in the U. S. and Canada, and a commitment to a sustainability agenda.

H: Are you involved with the brands?
LR: My role is a corporate role. There are other teams that take care of communications within the brands. And in corporate communications here there is a broader team. I am in charge of Society Communications.

H: What are differences between working in the U.S. and in Mexico?
LR: There’s a different culture of consumers. There are things to learn about how people live and their experiences. But I moved within the company, and the working culture within the company is very unique, and the same. That helped to make the move easier.

H: What is the impact the pandemic is having in your business?
LR:  It has affected all of us in our habits and the way we live, but I think we are more committed than ever to the communities we serve and that makes all the employees very proud.
With the pandemic the company has come together and committed to different programs to support the hospitality industry, and also different communities where we operate. It’s been exciting to see the engagement of all employees around the globe to make sure everyone is committed to supporting the communities where they need it.

DrinkIQ

H: What was your plan for the company when you arrived in the U.S.?
LR: The plan was to tell our story and the exciting announcements of what we are doing on sustainability and supporting the community. There were many things we wanted to do in person but we have to adapt to the situation and that’s what we are doing. Finding different ways to communicate through Social Media and finding different tools. For example we have DrinkIQ​, which is a quiz that allows us to engage with people and educate them on the effects of alcohol on their bodies. People are learning more and drinking responsibly.

H: What are the plans for 2021?
LR: We’re excited about implementing responsible drinking programs especially for the holidays.
To promote responsible drinking is where being able to speak two languages comes in handy. We are planning to promote our commitment not only in English, but also in Spanish. We have a really large Hispanic community in the U.S.

H: What are some of the plans for the U.S. Hispanic community?
LR: For me and the company that is a priority, especially around the holidays. We are working on important tools and look forward to sharing with your audience.  We have many programs we’re developing and we’ll be sharing them soon.

Luis Carlos Rabago Basset, Society Communications Director  for Diageo North America

H: What suggestions can you offer for achieving success within a large corporation?
LR:  There are two lessons I learned, one from my former bosses, and another from my family.
The first is that to move up in the corporate ladder you have to balance three things. Your professional life, your family, and your personal interests. You have to find a way to do that. If you only focus on one it doesn’t let you feel fulfilled. Try to manage that balance, and that balance will make you successful. If you feel good at home and you feel healthy and good with yourself you will perform well.
The other lesson is from my dad who has been one of my inspirations. That is to work hard for what you want. If you have a dream you have to fight for it and go do what you want to do. You have to work for it. It’s not just going to happen by itself or by luck.

H: Has that been the key to your success?
LR: Yes, work hard and always try to throw the stone as far as you can. You shouldn’t think that you won’t accomplish your dreams. Any advice that I can give anyone starting their career is the advice I just gave you. But I have other advice for anyone my age or older.  I’m 44 years old and I decided to move my family to the U.S. and it was a complete shift for all of us. It’s never too late to dream and to reinvent yourself, if it’s something that’s going to bring good to you, your family, and your community. It’s great to do it.

H: We have to ask, what are your favorite spirits?
LR: I would say all of them! But my favorite brand will be Don Julio 70, cold, and then Smirnoff Spicy Tamarind, cold, and Ron Zacapa rum. Another, that doesn’t have anything to do with being a Hispanic spirit, is Bulleit bourbon. And of course,  Johnnie Walker.

Top Model Shanina Shaik responsibly enjoys Don Julio Tequila

H: It’s impressive to see the way Don Julio has become the Tequila of choice for elite celebrations of celebrities and influencers like Kylie Jenner, Sofia Richie, and others.
LR: We’re very excited about the way Don Julio has grown and is embedded into our culture. It’s a really nice product with a lot of heritage. From its founder Don Julio Gonzalez, and its flavor. The team here in North America is doing an exceptional job.

H: Are there any initiatives from Diageo that you would like to highlight?
LR: For us right now as we move into the holidays it’s important to highlight some of the programs we have about responsible drinking. The other is all the work we’re doing with the community.

DRINKiQ.com
DRINKiQ is Diageo’s global resource to help people make responsible choices about drinking – or not drinking. The website, DRINKiQ.com, gives information on alcohol and its effects on the body, along with a range of resources to encourage moderate consumption.

To drive people to its content this festive season, the company launched a campaign on social media which aims to educate people on the factors that affect how alcohol is processed -such as age and gender- the amounts of alcohol in popular festive drinks, and busting myths about alcohol.