Today we’d like to introduce you to Jordana Santarsiere.
Hi Jordana, thanks for joining us today. We’d love for you to start by introducing yourself.
Las Giras de York began very spontaneously, long before I ever imagined it could become a business.
In 2012, a group of friends and I found ourselves spending our Friday nights at home, talking on the phone, drinking wine and wondering what else we could do. One day, we simply said, “Why don’t we go to a bar next Friday?” We started with just a couple of friends, then more people joined us, and before we knew it, we were going to a different bar almost every Friday. Sometimes we visited two or three places in a single night.
Without really planning it, I naturally became the person who researched where to go, made the plans and kept track of everything.
I have always loved photography, so I started documenting the bars, cocktails, food, menus, atmosphere and even our outfits. In 2013, a friend suggested that I turn all those photographs and experiences into a blog. That was how Las Giras de York was born as a content project.
The name itself has a very personal story. My grandfather used to call my house and often couldn’t find me there, so he would leave messages asking, “Jor, where are you off on your latest adventure?” or joking that I was always out on one of my “tours.” Around the same time, someone accidentally mispronounced my name as “York.” I had always dreamed of visiting New York, so I loved the coincidence. And just like that, “Las Giras de York” was born.
Over the following years, the project moved from the blog to Facebook and eventually to Instagram. In 2018, I decided to focus entirely on Instagram and on what I loved most: discovering bars and sharing their stories, cocktails and atmosphere.
The first invitations from bars started arriving in 2019. That was when I realized that something I had started purely as a hobby was becoming something much more.
Then the pandemic changed everything.
When the bars closed, I decided that if I couldn’t go to them, I would bring cocktails into my home. I took cocktail courses and workshops, started experimenting with recipes and began sharing a different drink almost every day. I also started having live conversations with bartenders.
Over the course of the pandemic, I created around 200 cocktail recipes and spoke with more than 60 bartenders from Argentina and other countries in Latin America. It was a turning point for me. I was learning, creating content and, at the same time, building genuine relationships within the cocktail industry.
When bars reopened, I became increasingly selective about the content I created. By the end of 2022, I realized that I wanted to return to the heart of what had attracted me from the beginning: the bar itself, the bartender, the cocktail, the recipes and the atmosphere.
That focus led to new opportunities, including collaborations with brands, invitations to participate as a cocktail competition judge and other projects within the industry.
Over time, Las Giras de York also became a professional activity that I could monetize, after years of building it organically. But by the end of 2025, I felt ready for a new challenge. I wanted to take the project beyond the screen and create something people could experience in person.
That is how Las Giras CON York was born in 2026.
Las Giras CON York is a series of guided nights where I invite my community to experience Buenos Aires’ cocktail scene with me. We visit different bars, discover new places, meet people from the industry and, most importantly, share the experience with one another.
In a way, I have come full circle.
What started in 2012 with a group of friends asking, “Where are we going this Friday?” has now become a community of people asking the same question — and coming along with me to find the answer.
Today, Las Giras de York is much more than a social media project. It is my creative outlet, my community and my growing entrepreneurial venture. It has evolved organically over more than a decade, but the essence has remained the same: curiosity, friendship, photography, cocktails and the desire to discover what is waiting around the next corner.
And I’m excited to see where the next tour takes me.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road, although I think that is part of what has made the journey so meaningful.
One of the biggest challenges has been learning how to adapt to change. Las Giras de York has existed for more than a decade, and the way people discover and consume content has changed dramatically during that time. I went from a blog to Facebook, then to Instagram, and each transition meant learning something new and rebuilding part of the community from scratch. I never had a big team or a large investment behind me, so most of what I learned, I learned by doing.
The pandemic was probably the biggest challenge I faced. My entire project was built around going out, discovering bars and sharing those experiences, and suddenly every bar in the city was closed. At first, I had no idea what kind of content I could create. Instead of stopping, I decided to use that time to learn. I took cocktail courses and workshops, started experimenting with recipes at home and began connecting with bartenders through live conversations. What initially felt like a setback ended up becoming one of the most important learning periods of my journey and helped me build stronger relationships within the cocktail community.
Another challenge came later, when Las Giras de York started becoming a real business. Creating content is one thing; organizing experiences for other people is something completely different. With Las Giras CON York, I had to learn about planning, budgets, reservations, communication, timing, partnerships and all the little details that people don’t necessarily see when they simply attend a night out. I had to step outside my comfort zone and understand that having a creative idea is only the beginning — turning it into a sustainable experience requires a lot of organization and commitment.
There have also been the usual challenges of building something independently: figuring out how to value my work, when to say yes or no to opportunities, and how to balance creativity with the business side of the project.
Looking back, though, I don’t think of these challenges as failures or obstacles that held me back. Each one forced me to learn something new, rethink the project and find a different way forward. That ability to adapt has probably been one of the most important lessons of my journey.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My work is centered around Buenos Aires’ cocktail and bar culture. Through Las Giras de York, I discover, visit and share bars, cocktails, bartenders and the stories behind the places I visit. Over the years, what started as a personal passion for going out and discovering new places has become a professional creative project and, more recently, an entrepreneurial venture.
I specialize in cocktail and bar content, but I think what I really do is tell the story of the experience. For me, a great bar is much more than a good drink. It is the bartender, the atmosphere, the music, the design, the people, the story behind the menu and the feeling you have when you walk through the door. That is what I try to communicate through my content.
I am probably best known for my bar recommendations and for my very personal way of discovering Buenos Aires through its nightlife. I have built my audience organically over many years, and I am proud that people trust my recommendations and often tell me that they discovered a bar, a cocktail or even a new part of the city because of Las Giras de York.
What I am most proud of, however, is the community I have built around the project. I started with no industry contacts, no team and no business plan. I simply had a genuine curiosity and a camera in my hand. Over time, that curiosity allowed me to connect with bartenders, bar owners, brands and other people in the industry, while also creating a community of people who share my love for going out and discovering new places.
I think what sets me apart is that I have always tried to keep the human side of the experience at the center. I don’t want people to simply see a beautiful cocktail on a screen and think, “That looks nice.” I want them to feel curious enough to go and experience the place themselves.
That idea is also what led me to create Las Giras CON York in 2026: guided nights where my community can join me and experience several bars together. In that sense, I am taking what I have been doing digitally for years and bringing it into real life.
For me, the most exciting part is that the project keeps evolving. I started by documenting nights out with my friends, then turned those experiences into content, built a community around them, and now I am creating experiences for that community. I don’t know exactly where the next stage will take me, but I am enjoying discovering it along the way.
Any big plans?
The future feels very exciting because I feel like Las Giras de York is entering a new chapter.
Right now, my main focus is growing Las Giras CON York and turning it into a distinctive experience of its own: bringing people together to discover Buenos Aires through its bars, cocktails and nightlife, while creating genuine connections along the way.
I also want to continue developing relationships with bars, bartenders and brands, creating new collaborations and finding creative ways to tell the stories behind the cocktail industry. At the same time, I want to keep my digital content evolving rather than being tied to a single format.
And, if the right opportunities come along, I would love to take Las Giras beyond Buenos Aires one day — discovering cocktail scenes in other cities and sharing those experiences with my community.
On a more personal level, one of my biggest goals is to continue growing Las Giras to the point where it can eventually become my main professional focus. After building it alongside my other work for so many years, it would be incredibly meaningful to make this project my full-time career.
I don’t have every step of the next few years mapped out, and honestly, I like it that way. Some of the best things that have happened with Las Giras came from opportunities I couldn’t have planned in advance. So for now, I’m excited to keep building, stay curious and see which doors open next.
Pricing:
- Las Giras CON York: pricing varies depending on the edition and the bars and experiences included. Current information and availability are shared through Las Giras de York’s Instagram.
Contact Info:
- Instagram: https://www.instagram.com/lasgirasdeyork
- Facebook: https://www.facebook.com/LasGirasdeYork/
- Youtube: https://www.youtube.com/@lasgirasdeyork
