Alex is a Mexican beer educator, consultant, international beer judge, writer, speaker, and Founder and Director of Beer's Cool, Escuela de Cerveza.
A frequent speaker at brewing conferences and industry events around the world, he presented at the 2026 Craft Brewers Conference in Philadelphia and the Beer Culture Summit in Chicago on the evolution and cultural significance of Mexican Lagers.
Alex is also the co-founder and Competition Director of the Día de Muertos Beer Cup, an international competition celebrating brewing excellence while honoring one of Mexico's most iconic cultural traditions. Through both the competition and his educational work, he promotes Mexican brewing culture and sensory education across Latin America and beyond. Alex has judged more than 50 beer competitions across 14 countries, including the World Beer Cup, Great American Beer Festival, and Canadian Brewing Awards. He helped develop the formal style structure, introducing new Mexican Cultural Seasonal Beer Styles that link craft brewing with one of Mexico’s most iconic traditions and also contributed to the proposal that led to Mexican Lagers being recognized as an official Brewers Association style category.
