Despite the weather, his sunny personality lit up the conversation. I discovered, in the lovely atmosphere of Dal Padrino Italian restaurant, one of his favourites in town, not only a great professional but also a true music lover. He is a man passionate about travelling who also loves people, cares about his peers and wants to give back to society a little of what he has received in life so far.
So, while you read more about Jose’s life story here, you might also want to listen to some music in the background, from his own Spotify channel Jose Ramon JR.
José is from Seville, a part of Spain he holds dear and enthusiastically recommends to anyone looking for an inspiring destination. His journey from Spain to Brussels has been one of hard work, passion but also vision. As a young graduate, he studied in Liège, through the Erasmus programme, an experience that began his lifelong connection to Belgium. His path then led him to an internship at the European Commission’s Directorate-General for Agriculture (DG Agri), where he first dipped his toes into the world of EU policy.
With a sense of humour, José reminisced about his early days working in Brussels, a time when communication meant lots of faxes instead of emails or WhatsApp. Later, his work for the Spanish Association for Food and Drink proved to be transformative, not only for him but also for the industry. He tells me how he assembled Spain’s National Association for Spirit Drinks from scratch, uniting producers across the country and creating a collaborative force for the industry, a legacy he’s rightfully proud of. His commitment to responsibility in the industry also led him to launch a programme on moderate drinking, an effort aimed at aligning business success with social investment.
After three successful years, José moved on to another challenge, as Secretary General to the European Wine Association. During his nine years there, he launched one of his most impactful initiatives : Wine in Moderation, a platform dedicated to promoting responsible alcohol consumption. The platform serves as a comprehensive resource for moderate drinking practices, emphasising education and awareness for consumers across Europe.

« The alcohol industry has a responsibility to promote mindful consumption », José says. « With ’Wine in Moderation’, we wanted to take an active role in encouraging a balanced approach. The platform isn’t just about providing information, it’s about empowering people to make informed, healthy choices around drinking. »

This forward-thinking initiative has since become a reference point, supported by stakeholders across the industry and embraced by wine lovers who increasingly value a balanced lifestyle. For José, Wine in Moderation reflects his belief that success in the spirits sector can, and should, go hand in hand with social responsibility, a vision he brought with him to Pernod Ricard. As their Director for EU Public Affairs, José represents one of the world’s most respected names in the spirits industry. Pernod Ricard is the second-largest spirits company globally, encompassing prestigious brands such as Absolut, Chivas Regal and Jameson. Equally, the company is deeply committed to sustainable and socially responsible practices, including their notable initiatives in environmental sustainability and moderate drinking.
Beyond his professional achievements, José is also a philanthropist. He proudly supports us, at Femmes d’Europe, which he says he first encountered as a young volunteer. After recalling those early days, he added,

« when I was asked by Nuria Adán to contribute again, many years later, I just couldn’t say no. It’s so important to give back to society however we can. »

His ongoing support includes sponsoring events and ensuring Pernod Ricard’s presence at the annual charity Christmas Bazaar. José believes in the power of giving and encourages others to contribute as much as they can.
I also asked him about life in Brussels ; he simply loves it. He loves how green Brussels is… (how could it not be, with so much rain, I would add)… He doesn’t mind that. Whenever he wants more sun, he goes back to his native Spain. Otherwise, he likes the international atmosphere in the city, the good restaurants (he strongly recommends Dolce Amaro and Le Pigeon Noir) and the sense of familiarity. His friends and family are here, Brussels is his home now. But he also candidly mentions to me Seville and Cadiz, with their perfect blend of culture, history, gastronomy, and nature. And he adds India as a place to visit, for its rich, strong local flavours and as a powerful, long-lasting experience.
José’s journey through life is marked by a vibrant dedication to both his career but also to a good and charming simple life, with a focus on the causes he believes in. Whether he’s fostering responsible drinking initiatives, supporting charity, or sharing his latest travels or music compositions, his approach is sincere, thoughtful and ultimately uplifting.
Dear José, it was a pleasure to meet you and to bring your story to our audience !

Interview by Alexandra Paucescu,
Romanian Group