About The Founder
Manuel Rodrigues
The Journey
Formed within Luxury hotels and working with Wine & Spirits houses with deep heritage, Manuel’s career is built on discipline, hard work, and uncompromising passion, where excellence is executed, never advertised.
Forged from within environments where brand, service, and operational precision are inseparable, he understands that reputation is earned daily, detail by detail. For Manuel, luxury is not an aesthetic, it is a standard upheld with rigor, integrity, and absolute commitment.
A Journey Shaped by Craft and Experience
LUXURY HOSPITALITY
Early experience within luxury hospitality operations established a disciplined understanding of service structure, brand coherence, and the importance of detail at every touchpoint.
STRATEGIC & SALES ROLES
Over time, his career evolved toward strategic brand development and commercial leadership, aligning brand vision with disciplined operational execution to drive sustainable business growth, while cultivating a comprehensive 360° understanding of the business.
YOUNIQUE ADVOCACY
These experiences converged in the creation of Younique Advocacy—an independent practice shaped by lived standards rather than theoretical frameworks.
Explore the experiences that defined the journey.
Where It All Began
Chablis, France
Manuel’s journey began in the vineyards of Chablis, working alongside his father from the age of 12. Those early years, hands in the soil and immersed in the rhythm of the land, shaped a lasting respect for patience, craft, and the origins of great wine.
Michelin Star
Hostellerie des Clos, Chablis — 2002
At the age of 16, Manuel entered the world of fine dining at the Michelin-starred Hostellerie des Clos. This first professional experience introduced him to the discipline, precision, and service culture that define luxury hospitality.
Two Michelin Stars
Le Grand Hôtel du Lion d’Or, Loire Valley — 2004
His progression continued at the two Michelin-starred Le Grand Hôtel du Lion d’Or, where exposure to elevated culinary standards deepened his understanding of excellence, detail, and consistency at the highest level.
Sommelier
Burj Al Arab, Dubai — 2006
In 2006, Manuel joined the Burj Al Arab as a sommelier, working within one of the world’s most iconic luxury hotels. This role marked his entry into global luxury hospitality, refining his expertise in wine service, guest experience, and international clientele.
Assistant Head Sommelier
Ossiano, Atlantis The Palm, Dubai — 2008
Manuel later became Assistant Head Sommelier at Ossiano, part of the pre-opening team led by three-Michelin-starred chef Santi Santamaria. The experience blended culinary vision with fine wine stewardship in a highly creative, world-class environment.
Beverage Director & Assistant F&B Manager
St. Regis Hotel, Singapore — 2010
After four years in Dubai, Manuel relocated to Singapore to join The St. Regis Hotel. Holding dual leadership roles, he oversaw beverage strategy while contributing to broader F&B operations, strengthening his commercial and managerial perspective.
Concept Development
Gavroche Group, Singapore — 2012
Subsequently, Manuel worked with the Gavroche Group, where he participated in developing restaurant and wine bar concepts. This phase sharpened his understanding of brand positioning, guest engagement, and concept-driven hospitality.
Hotel Beverage Director
Grand Hyatt, Japan — 2014
In Japan, Manuel assumed the role of Hotel Beverage Director at the Grand Hyatt. Alongside managing beverage programs, he led lifestyle events and promotions, combining operational oversight with brand storytelling and experiential design.
Entrepreneurship & Luxury Trade
Sarment Group, Japan — 2016
Driven by a passion for wines, spirits, events, and entrepreneurship, Manuel joined the Sarment Group, owned by Paolo Bulgari. Over four years, he established the Japan office, focusing on luxury on-trade, off-trade partners, and private clientele.
Strategic Leadership
Rémy Cointreau, Japan — 2022
Manuel joined Rémy Cointreau Japan to lead the post-COVID strategy, with a strong focus on launching and establishing Telmont Champagne in the market. Through strategic brand building and premium market activation, Japan became Telmont’s second largest market worldwide.
“True hospitality is not explained.
It is felt.”
The Purpose Behind Younique Advocacy
After years within the industry, a recurring truth became evident;
Many exceptional brands falter not through lack of quality, but through misalignment between identity and expression, promise and delivery.
Younique Advocacy was established to work within this space.
Not to reinvent brands, but to refine them.
The ambition is to protect brand integrity while enabling evolution. Ensuring that growth never comes at the expense of character.