At the Madrid Open last month, Ernesto Soriano turned a VIP lounge into a culinary arena, slicing jamón ibérico with the precision of a tennis forehand. The 53‑year‑old, Joselito’s top‑ranked cutter, faced a line of dignitaries while managing a crew that carved more than a dozen 20‑pound legs for thousands of guests.

Jamón has become a cultural export worth billions, and Soriano’s knives have fetched premium prices. In 2024 he sliced an 18‑year‑old Joselito ham valued at $70,000 for a Prado museum gala; a year later a 20‑year‑old leg commanded roughly $94,000 at Barcelona’s Casa Batlló. Such high‑ticket pieces reinforce Joselito’s luxury positioning and drive upscale catering contracts.

Born to a working‑class Madrid family, Soriano left school at 15, learned on mortadella slicers and climbed Joselito’s ranks over eleven years, eventually mastering the posture and team leadership demanded by elite events. His presence now guarantees a premium ham experience, turning weddings and galas into revenue generators for the brand. Joselito’s bottom line increasingly hinges on star carvers like Soriano.

The spectacle underscores a broader trend: luxury food artisans becoming brand ambassadors, prompting producers to invest in high‑visibility events. Investors watch these collaborations as indicators of premium‑goods demand in Europe.