Natasha Sofia

Natasha Sofía is a dynamic leader in the hospitality and spirits industry with more than 19 years of experience. Born and raised in Puerto Rico, she stepped behind the bar at just 15 years old, working in restaurants and nightlife venues that shaped her service philosophy. She took part in the opening of iconic spaces such as La Factoría and Piña Colada Club, before relocating to New York City, where she honed her craft at influential bars including Madam Geneva and Empellón.

Her approach to mixology has always been rooted in storytelling, cultural preservation, and community. This vision led her into brand leadership, where she built a reputation for transforming brand advocacy into a strategic and meaningful driver of growth. Today, as Global Director of Advocacy for Mijenta Tequila, Natasha leads the brand's global narrative and presence, connecting creativity, commerce, and culture. Her strategies integrate masterclasses, high-impact pop-ups, ambassador development, and intentional work with halo accounts to deliver measurable results across markets worldwide.

In 2025, Natasha received one of the industry's most prestigious honors: Best Brand Ambassador at Tales of the Cocktail. After three prior nominations in the United States, this achievement reflects not only her ability to build brands, but also her advocacy for hospitality as a deeply human profession—grounded in generosity, resilience, and identity. A mother, entrepreneur, and community advocate, Natasha is committed to normalizing motherhood within the hospitality industry and redefining expectations of what women can achieve in this field. Her current projects extend beyond brand work, focusing on concepts and collaborations that highlight the richness of Puerto Rican and Caribbean culture while creating opportunities for the next generation of talent. Guided by creativity, strategy, and unapologetic authenticity, Natasha Sofía continues to redefine what advocacy means—at the bar, behind the bar, and far beyond.