Tío Pepe's Slogans & Taglines

Tío Pepe traces its origins to 1835, when Manuel María González Ángel founded González Byass in Jerez de la Frontera, naming his flagship fino after his uncle José "Pepe" Ángel, whose expertise shaped the house style. In 1844, it became the first fino exported to Britain, and by 1888 it was registered as Spain's first trademark. The brand's identity evolved from a family tribute to the "bottled representation of Andalusian sunshine," crystallized in 1935 when the iconic guitar-playing figure was created. The portfolio centers on Tío Pepe Fino, the world's best-selling fino, alongside En Rama, Amontillado, and Oloroso expressions, all crafted from 100% Palomino grapes aged under flor yeast in the solera system. Now in its sixth generation under the González family, Tío Pepe has transformed from a local Jerez specialty into a global symbol of Spanish aperitivo culture, sold in over 100 countries.