Monte Sarmiento
The Company
Monte Sarmiento LLC is a family-owned brand house based in Austin, Texas. We source wine and coffee directly at origin, build our own brands around them and bring them to the United States.
At a glance
- Legal name
- Monte Sarmiento LLC
- Incorporated
- February 17, 2024, Texas
- Headquarters
- 115 Wild Basin Rd. S., Suite 305, Austin, TX 78746
- Brands
- Monte Sarmiento Wines, Fuego Maya Coffee
- Origins
- Spain (Utiel-Requena, Teulada), Guatemala (Alotenango)
- Markets
- United States, Latin America, Europe
- Languages
- English, Spanish, Italian
- Ownership
- Family-owned, no outside investors
- Contact
- c@montesarmiento.com
From origin to market
01
Source at origin
We work only with producers we know personally: Bodegas Montesanco in Valencia and Alicante, and Finca San Cayetano at the foot of Fuego volcano in Guatemala.
02
Build our own brands
Monte Sarmiento Wines and Fuego Maya Coffee, each with traceable origin and a story buyers can tell.
03
Bring them to market
From Austin, Texas, we take products from the farm and the cellar to US customers, retailers and hospitality.
THE ORIGINS · LOS ORÍGENES
A Centuries-Old Story
UNA HISTORIA MILENARIA
"Return to the origin. Honor the name. Build to last."
REGRESAR AL ORIGEN · HONRAR EL APELLIDO · CONSTRUIR PARA DURAR
I · THE DIVINE CALLING
The Divine Calling
Why Monte Sarmiento was incorporated on February 17, 2024.
Monte Sarmiento was incorporated on February 17, 2024, the birthday of founder José Carlos Sarmiento Pezzarossi, in answer to a divine calling to return to his Italian-Spanish roots, and became a reality on June 17, 2026.
The project was born from a divine calling to return to the founder's Italian-Spanish origins, to his natural habitat in the high mountain countryside, and to honor the deep meaning of his own surname.
Sarmiento, from the Latin sarmentum, means «shoot of the vine»: the branch cut from a vineyard and planted in new soil. The branch that travels. The branch that takes root wherever you plant it.
No name could better describe the journey of a family that has passed through Guatemala, Spain, Italy, and now Texas, always with the same surname, always with the same promise: wherever we touch ground, we will put down roots.
II · THE FAMILY OF THE VINE
The Family of the Vine
La Familia de la Vid.
We are a company centered on family as the foundation of life, for it is there that pure and true love is born and reborn.
The wordplay is deliberate: vid and vida. Vines grow as a family grows: slowly, with care, held by the earth. A vine without care withers. A family without attention scatters. The metaphor is not metaphor. It is structure.
Why we exist
Bear fruit that lasts
Our mission is to bear fruit that lasts: products honest enough to carry our name, partnerships that outlive a single harvest and, through the Volcaterra Foundation, a share of every bag of Fuego Maya returned to the families who grow it. We plant today what others will harvest tomorrow.
John 15:16
"That you should go and bear fruit, and that your fruit should remain."
VISION & VALUES
What we Believe
EN LO QUE CREEMOS
"Family first. Craft always. Built to last."
LA FAMILIA PRIMERO · EL OFICIO SIEMPRE · CONSTRUIDO PARA DURAR
I · THE VISION
Our Vision
Where we are going.
Monte Sarmiento will be recognized over the next ten years as a Latin American–European family business that proves it is possible to build professional, multi-category, multi-generational companies without diluting family ownership.
Our vision is to operate two strong brands simultaneously by 2036: Monte Sarmiento Wines, expanding into the United States, and Fuego Maya Coffee, bringing coffee from Finca San Cayetano to more tables from Texas.
II · THE MISSION
Our Mission
What we do every day.
Every day, in every project, in every decision, we pursue a simple mission: honor the surname, serve the family, and build work that lasts.
This means that in our wines we work only with producers we know personally, and that every lot of Fuego Maya comes from Finca San Cayetano, in Alotenango, a farm we know by name.
We don't make quick decisions. We don't take shortcuts. We don't compromise the principles of the Italian-Spanish craft for commercial convenience.
III · THE VALUES
Our Values
Six principles that govern every decision, in every project, at every level.
I
Family First
La famiglia · La familia
One owner, for the long term. No outside investors and no exit plan: partners deal with the same owner in year one and year twenty.
II
Honored Origin
L'origine · El origen
We name the farm and the cellar behind every product, and treat every producer as a partner, not a supplier.
III
The Long Time
Il tempo · El tiempo
Wine takes years. Coffee takes an entire harvest. We sign agreements built for many harvests, not a single season.
IV
Our Own Craft
Il mestiere · El oficio
The founder is personally involved in every selection and every agreement. What we promise a partner, we deliver ourselves, with no middlemen.
V
Honest Truth
La verità · La verdad
If we can't verify the origin, we don't put it on the label. If we can't respect the price, we don't sign.
VI
Distant Horizon
Il cielo · El cielo
We build for a hundred years, not a hundred days. Every decision today must still make sense to our partners decades from now. From earth to heaven: the long road, always.
Why we exist
Bear fruit that lasts
Our mission is to bear fruit that lasts: products honest enough to carry our name, partnerships that outlive a single harvest and, through the Volcaterra Foundation, a share of every bag of Fuego Maya returned to the families who grow it. We plant today what others will harvest tomorrow.
John 15:16
"That you should go and bear fruit, and that your fruit should remain."
Leadership
José Carlos Sarmiento
Founder & CEO
Strategy, sourcing and partnerships. Eighteen years in corporate finance, M&A and international expansion across the US, Latin America and Europe.
About the founder ↗