The creation of a personal brand allows a professional and her business to differentiate itself from the competition, making it more attractive to the rest of the alternatives. Properly built, it inspires confidence in the skills and experience that the person possesses and projects the business with another dimension. This is the case of Manu Iturregi, ambassador of whisky in Spain’, jury member of FIBAR Valladolid, Bilbao Food Capital, The Drinks Show Madrid Gastronómica, Alimentaria, Moscow Bar Show…, member of The Crew Royalbliss, professor at the Basque Culinary Center, creator of Agot, the first whisky made entirely in the Basque Country, and who in 2003, opened the Residence Café pub. In its coming of age, Residence is one of the international temples of whisky and Manu, the personal brand that has supported its positioning.