Gonzalez Byass's Slogans & Taglines

González Byass is one of Spain's most renowned sherry bodegas, founded in 1835 by Manuel María González Ángel in Jerez de la Frontera, Andalusia. The company was established with the support of his uncle José Ángel de la Peña—famously known as Tío Pepe—whose guidance was instrumental in the creation of the first Fino solera. In 1855, English shipping agent Robert Blake Byass became a partner, giving the company its enduring name. The brand's defining product, Tío Pepe, was launched in 1844 and became Spain's first registered trademark in 1888. The iconic sombrero-wearing, guitar-toting bottle design was created by advertising director Luis Pérez Solero in 1935. Core offerings today span the full spectrum of sherry styles—Fino, Amontillado, Oloroso, Palo Cortado, Cream, and Pedro Ximénez—alongside brandy, whisky, and gin. The González family assumed sole control in 1988 and continues to steward the business through its fifth and sixth generations. Today, González Byass operates 14 wineries across Spain, Chile, and Mexico, exporting to 115 countries and welcoming over 230,000 wine tourism visitors annually to its historic Jerez cellars.