Alfonso belongs to a family of Basque-Catalan origin, having had two children with Marian: Alfonso and Itziar.

His educational journey commenced in Switzerland, the Basque Country, and England before concluding in Catalonia at the School of Higher Studies of Business Sciences in Barcelona. He embarked on his professional career at the age of 24, simultaneously working and studying at the Banesto Group in 1978.

Within the Coca-Cola system, he began at Cobega, his family business, as an administrative assistant. Through dedication and perseverance, he ascended the ranks, eventually becoming President of Coca-Cola in the Canary Islands in 1981. Subsequently, he held positions such as Deputy to the General Director of the group, President of Coca-Cola Canarias, Vice-President of Coca-Cola in northern Spain, administrator of Coca-Cola in France, and eventually General Director of the group.

Alfonso's entrepreneurial drive led him to establish a successful business in Africa, now boasting over 4,000 direct employees and exceeding one billion in turnover across 13 African countries. Concurrently, he played a significant role in Coca-Cola Europacific Partners, the largest Coca-Cola bottler globally, spanning 32 countries and employing over 30,000 individuals.

Presently, Alfonso serves as Director of Coca-Cola Europacific Partners, Vice-President of the Cobega family group, and President of Equatorial Coca-Cola, overseeing the African business.

His son Alfonso, a graduate of IQS and recipient of the Honoree Award from Beta Gamma Sigma International, manages distribution enterprises, wineries, and restaurants in Africa. Itziar, with a degree in Clinical Psychology and nearing completion of her studies at IE, aspires to follow suit.

Throughout his life, Alfonso has held various prestigious positions, including director of the Spanish Credit Bank, Vice-president of the American Chamber of Commerce, Vice-President of the Museum of Contemporary Art of Barcelona (MACBA), and President of the European Family Business in Brussels. He is also a current candidate for the presidency of the FBN, Federation of Family Businesses.

One of Alfonso's most cherished accomplishments is his role as Trustee at The Coca-Cola Africa Foundation, where he oversees projects focusing on education, healthcare, and community development, with an annual investment of 10 million dollars.

At 69 years of age, Alfonso remains active, dedicating his time to mentoring the younger generation while enjoying his hobbies of art, golf, and swimming.