We’re excited to introduce you to the always interesting and insightful Juan Augusto Chereminiano. We hope you’ll enjoy our conversation with Juan Augusto below.

Juan Augusto, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

For me, taking action has always been something natural. My partners and I have always found it natural to try things out before creating a highly complex theoretical plan that contemplates multiple variables. Of course, we did research and assessments for each project, but without overdoing it. We’ve always been about moving quickly into action, testing fast with the most efficient resources possible, and adjusting along the way based on feedback from clients and the market. It’s very important not to delay the theoretical process or hesitate too much to take the first step. Being in the game is what truly validates a concept and provides options to pivot and realign as needed.

In my projects, whether in the restaurants or the beverage brands we’ve created and launched into the market, we’ve always been quick to execute. We establish the essential aspects of the concept and launch to the market, iterating and shaping it as we go.

If I look at my first bar under the TEMPLE brand in 2008, it has nothing to do, aesthetically or in terms of messaging, with the ones we opened in 2024, just three weeks ago. Today, we have 40 bars across Argentina, the USA, and Mexico. The same evolution has happened with our brands. We produce beer, gin, and vermouth. All of them have refined their conceptual language as they’ve gained a foothold in the market.

Bosque Gin, our gin, which was named the best gin in the world in 2022 in England, didn’t even have a name when we launched it in 2018. It started selling in our establishments as the “house gin” and received impressive acceptance. After that validation, we began shaping the brand.

Juan Augusto, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

We have many brands in the group, I will focus in Bosque, our premium gin Brand.

After finishing my business administration studies, in 2010, 13 years ago, I started my first business in the on-premise and beverage industry with one of my current partners. Temple is today one of the largest craft beer and bar chains in Argentina with almost 40 locations, one in the US and planning openings in Europe and Latin America for the next year. We have always liked the entertainment and beverage industry, we follow global trends and think about making premium brands with global reach.

We started with beer in 2010, then got into the world of gin in 2019, with BOSQUE, and recently launched our vermouth on the market. We have plans to launch a super premium vodka for next year. Always with the idea of ​​making premium brands, we inadvertently became a beverage company.

Creating our own gin was a decision that was made for several reasons.

On the one hand, being in the on trade and beverages, we are a group that is constantly reading and observing trends and behaviors in our market globally. On the other hand, gin is probably our favorite drink after beer. Finally, we always wanted to make a brand that is recognized and valued worldwide.

We saw here the opportunity to unite all this in the creation of a new brand.

When we decided to create our own gin, we set out to make a global and aspirational brand. A brand that conveys a lifestyle, a strong essence, a purpose.

We have a very strong sentimental bond with our Patagonia, we have lived it since we were very young, we really like the mountains and the landscapes of our south.

In addition, Patagonia is a place recognized and visited by many world travelers, it is one of the most incredible paradises on the planet.

And finally, the purpose. We have always been linked to the triple positive impact and sustainability in our businesses. Bosque gave us the opportunity to create something beautiful and with a genuine purpose from the beginning.

That is why it is a brand that has a positive social and environmental impact at its core.

The word Forest is the best conjunction between our Patagonia and our mission to take care of the nature of our planet. Bosque means forest in Spanish.

We’d love to hear about how you met your business partner.

My first partner, who is still my partner today (there are four of us now), I met during my first year at university while studying Economics. We lived one block apart, and we always walked home from university along the same path. After seeing the same face so many times, we started to recognize each other. A few months later, we ended up in the same course and began studying together. Later on, he got an internship at a club, and I joined when an opportunity opened up.

Can you talk to us about how you funded your business?

After 3 years working together, where we managed the accounts of a restaurant in the club, we decide to use all this learned and open out own bar. We raise some money from friends and we started. That was 2008. We started with the famous FFF capital (Friends, Family and Fools) hahaha. We returned the money in one year, was really succesfull. And then we decide to open a second venue. By 2013 we had 4 bars and we started to franchise. Now we have almost 40,

Contact Info:

• Website: https://bosquegin.com
• Instagram: https://www.instagram.com/bosquegin/
• Linkedin: https://www.linkedin.com/company/bosque-gin
• Youtube: https://www.youtube.com/@bosquecraftgin8407