Long before Jorge Pineda became known as The Spirits Curator, long before he was hosting whisky masterclasses and sharing moments behind the bar with Israel’s top mixologists, he was just a boy in a warm, culturally rich household where the table was always full and stories flowed as freely as the drinks.
He grew up in Latin America, surrounded by the rhythm of family, tradition, and slow rituals. His earliest memories were filled with laughter that echoed through late-night gatherings, aromas of homemade food, and the occasional glass passed among the adults with quiet reverence. Drinks were never just drinks. They were symbols of connection, memory, celebration. They held stories. And Jorge, a curious observer, was always listening.
Years later, after relocating to Israel, Jorge found himself in a place both foreign and full of possibility. The terrain had changed, but his inner compass remained the same. He carried with him the desire to build something that honored tradition, authenticity, and human craft. And though he didn’t know it at the time, this instinct would become the foundation of one of Israel’s most unique spirits companies.
The idea began like many great ones do slowly, insistently, and with a question: What if there was a better way to bring spirits to people? Not mass-market labels, but something personal. What if bottles were more than commodities what if they were curated, like art, with intention and story?
With that question, The Spirits Curator was born.
It wasn’t easy. Jorge was an outsider trying to enter a tightly held industry. Import regulations, market competition, skepticism from buyers these weren’t just obstacles, they were daily realities. More than once, he was told his model was too niche, too idealistic, too ambitious. There were nights when doubt crept in, when invoices didn’t match income, and the burden of building something meaningful seemed too heavy to carry alone.
But Jorge wasn’t just chasing a market he was building a movement. He leaned on his belief that people, deep down, crave connection and depth. He traveled, researched, tasted, learned. He built relationships with boutique distilleries and family-owned wineries. He sought out makers whose passion mirrored his own. Then, he told their stories not with flashy marketing, but with authenticity.
His Instagram page became more than a brand feed. It turned into a living journal of his journey, filled with reels of Scottish hillsides, distillery workers, bartender spotlights, and behind-the-scenes moments that most distributors never show. It wasn’t just about product it was about people. And people noticed.
In time, Jorge earned his place. His portfolio now includes award-winning producers from around the world. His clients are Israel’s leading restaurants, cocktail bars, and luxury hotels. But perhaps more importantly, Jorge has helped shift the local culture. He’s raised the standard. Taught the value of storytelling. He’s shown that a drink, when respected, can open a conversation that travels across time zones and generations.
Ask him today what he’s proud of, and he won’t list sales figures or brand names. He’ll talk about the bartender who discovered a new passion, the chef who created a menu around a single malt, or the customer who paused and said, “I’ve never tasted something like this before.”
Jorge Pineda believes in soul not just in people, but in what we create. He believes that to curate a spirit is to honor the land, the labor, and the legacy behind it. That a glass poured with intention is an invitation, a gesture of respect.
Looking ahead, Jorge dreams of a future where spirit education becomes common language, where Israeli bars and homes celebrate global flavors with local pride. He sees a world where mezcal meets Middle Eastern herbs, where whisky shares space with Levantine storytelling, and where every sip is both a journey and a homecoming.
He isn’t just building a company. He’s nurturing a culture.
