Step into the world of González Byass, a distinguished family-owned winery with a legacy dating back to 1835. Recently honored as one of the Top 100 Premium Wine and Spirits Brands of 2023 by the Luxury Lifestyle Awards, González Byass stands as an epitome of dedication, tradition, and innovation in the realm of winemaking and spirits.

In this exclusive interview, we delve into the unique narratives and craftsmanship behind their renowned brands – Bodegas Beronia, Vilarnau, Brandy Lepanto, The London N1, and Nomad Outland Whisky.

Join us as we explore the intersection of tradition and modern sustainability and the distinctive processes that make each brand an exceptional experience. Monserrat Chamas – International Brand Manager Spirits, Monserrat Ocampo – International Brand Manager Wines, and Eva Kurnik – International Brand Manager Spirits, contributed to this insightful, colorful, and intriguing interview.

Luxury Lifestyle Awards (LLA): Congratulations on being recognized as one of the Top 100 Premium Wine and Spirits Brands by Luxury Lifestyle Awards 2023! How does this prestigious accolade inspire and motivate the team as you continue to uphold the tradition of crafting exceptional wines and spirits across generations?

González Byass (GB):
Thank you for acknowledging our recognition as one of the Top 100 Premium Wine and Spirits Brands by Luxury Lifestyle Awards 2023.

This prestigious accolade serves as a powerful motivator for our team at Gonzalez Byass. It reinforces our commitment to upholding the rich tradition of crafting exceptional wines and spirits that have been passed down through generations. The recognition inspires us to continue pushing the boundaries of excellence, innovate in our craft, and deliver products that consistently resonate with connoisseurs and enthusiasts alike.

Being recognized among the top brands in the industry validates the hard work, dedication, and passion that our team pours into every aspect of our winemaking and spirit production. It fuels our determination to explore new possibilities, maintain the highest standards of quality, and share the joy of our products with the world.

In essence, this accolade is a testament to the collective efforts of our team and reinforces our commitment to producing wines and spirits that stand the test of time and delight the senses.

LLA: As a company with a history of innovation, how does González Byass balance traditional wine and spirit methods with cutting-edge techniques to create unique and memorable taste experiences?

GB:
Gonzalez Byass recognizes the significance of its historical legacy and heritage, considering it not just a proud past, but a foundation for a dynamic future. By blending tradition with a forward-thinking approach, we create a timeless appeal that resonates with modern consumers. Our commitment to quality and innovation allows us to stay ahead in the market, ensuring that our brand remains both cherished and relevant in the ever-evolving landscape of the spirits industry, anticipating the trends especially with Sherry cask brands, with the creation of the most sustainable winery in the world with Beronia, and the legendary brandies from Lepanto, the only Gran Reserva Brandy of Jerez.

LLA: In what ways do the values instilled by Manuel María González Ángel, the founder of your fifth-generation company, continue to shape the company’s approach to winemaking and spirits production?

GB: We believe that it’s all about the land, the craftmanship history, the global teams, and the history behind it. In our winemaking and spirits production, we prioritize eco-friendly methods, energy efficiency, and waste reduction. Our vineyards adhere to sustainable viticulture practices, ensuring the health of the land for generations to come. It’s our way of contributing to a healthier planet while maintaining the tradition, innovation, sustainability, and the search for excellence are his legacy that we keep in the future moving forward.

LLA: Sustainability is a key focus in the production of your wines and spirits. Could you elaborate on the specific sustainability practices implemented across the company’s wineries and distilleries?

GB: In the pursuit of sustainability, Gonzalez Byass has implemented comprehensive practices across our wineries. We prioritize sustainable viticulture, incorporating organic principles to ensure the health of our vineyards and minimize environmental impact. Water management is a crucial aspect, with efficient irrigation systems in place to optimize water usage.

In spirits, we are working on reducing the weight of glass bottles since energy efficiency is a top priority; we continually invest in technology and infrastructure to reduce our carbon footprint. Waste reduction is another focal point, with recycling programs and initiatives to repurpose byproducts, turning them into valuable resources.

These sustainability practices underscore our commitment to producing exceptional wines and spirits while preserving the environment and benefiting the communities we are a part of.

LLA: For each of your distinguished winning brands – Bodegas Beronia, Vilarnau, Brandy Lepanto, The London N1, and Nomad Outland Whisky – could you share insights into the unique techniques, practices, or processes employed in the production that define the brand’s identity?

GB:
We always honor high-quality products and hold very high standards of production and product quality.:

1. Bodegas Beronia:
   • Identity: Beronia embodies the spirit of innovation within tradition.
   • Distinctive Features: Utilizes a meticulous grape selection process, showcasing a fusion of traditional and modern winemaking techniques, making it the most sustainable winery in the world. The commitment to craftsmanship and aging in high-quality barrels contributes to its unique character.
2. Vilarnau:
   • Identity: A celebration of contemporary cava making.
   • Distinctive Features: Known for its modern approach and sustainable practices. Vilarnau focuses on organic vineyards and employs cutting-edge technology to produce high-quality cavas while respecting the environment.
3. Brandy Lepanto:
   • Identity: A testament to over a century of brandy-making excellence.
   • Distinctive Features: Distilled exclusively from grapes grown in Jerez, this brandy undergoes a traditional solera aging process. Lepanto stands as a symbol of craftsmanship and heritage, capturing the essence of Jerez.The ONLY Gran Reserva Brandy from Jerez,
4. Nomad Outland Whisky:
   • Identity: A whisky born in different whisky birthplaces, always raised in legendary Sherry casks from Gonzalez Byass in Jerez. Going beyond the rules of Whisky.
   • Distinctive Features: Nomad embarks on a unique journey, initially aging in Scotland for 6 years before traveling to Jerez to undergo further maturation in PX sherry casks. This innovative process results in a whisky that transcends traditional boundaries.
5. The London Nº1:
   • Identity: The original blue gin gives you that illusionist magic touch.
   • Distinctive Features: Crafted in small batches, this gin incorporates carefully sourced 12 botanicals. Its high juniper content, along with a meticulous balance of alcohol, delivers a contemporary and enchanting twist to the classic gin and tonic.

In essence, each brand under the Gonzalez Byass umbrella carries its own narrative, rooted in tradition, innovation, and a commitment to unparalleled quality. 

LLA: After being in the industry for almost 200 years, how does González Byass navigate and adapt to diverse global markets and changing consumer preferences?

GB:

The company’s strategic approach involves understanding the unique dynamics of each market, fostering collaborations with local partners, prioritizing a consumer-centric mindset, embracing innovation and flexibility, and maintaining strategic offices in key regions like México, Chile, UK, USA, Asía & Brazil. By combining a rich heritage with forward-thinking strategies, Gonzalez Byass remains agile in responding to industry shifts while upholding its commitment to crafting exceptional wines and spirits.

LLA: On top of all of your remarkable initiatives, you also offer wine tourism. Could you share more about what guests can expect during their visit? How do you enhance the elements of design, flavor, and passion to create a journey that transforms a simple winery visit into a memorable and immersive experience?

GB:

Gonzalez Byass offers a transformative wine tourism experience across its locations in Jerez de la Frontera, La Rioja, and Cataluña. The journey includes an immersive exploration of the brand’s winemaking heritage, a curated tasting experience showcasing diverse flavors, and we even have an opportunity to visit the Nomad Outland & Lepanto distillery. The elements of design, flavor, and passion are intricately woven into the tour, creating a memorable and authentic connection for guests. The unique ambiance of the cellars, guided tastings, and the team’s evident passion collectively elevate the visit, turning it into a rich and engaging exploration of Gonzalez Byass’s exceptional wines and spirits.

LLA: How does González Byass enhance the overall consumer experience, not just in terms of the quality of the products but also in creating a connection to the stories and heritage behind each brand through purchases?

GB:
Through compelling narratives like a traveling whisky like Nomad, educational initiatives like the Sherry Master, personalized experiences like the Tío Pepe challenge, heritage preservation, innovative marketing, sustainability practices, and interactive platforms, the company ensures that consumers develop a profound and meaningful relationship with its diverse range of wines and spirits. We believe that the best Sherry casks lead to the best Sherry spirits.

This multifaceted approach creates a sense of community and exclusivity, fostering an emotional connection that goes beyond the transactional aspect of purchases.

LLA: In the 20th century, González Byass diversified into brandy and Anisette. How has this diversification shaped the company’s portfolio and approach to product development?

GB: Since the beginning, brandy has been a cultural thing in Spain, especially in the last century. Now because of its name, Lepanto, is recognized worldwide as the only Brandy Gran Reserva of Jerez (meaning that the whole process, from the grapes to the cup, is made in Jerez de la Frontera in sherry casks). This is key to differentiating among the other brands. By having brandy in our portfolio, we reach a premium consumer who seeks legacy and artisanal craftsmanship, which is the case of Lepanto Gran Reserva. Gonzalez Byass is a pioneer in sherries, first, it was Brandy and Anise, but we have the know-how and facilities to make the best premium spirits such as Nomad Outland and London Nº1. There is an obvious difference in product development and product marketing regarding wine and spirits. We treat spirits and wines differently; with spirits, it is more about the brand universe and brand image, and for wine, it is more about terroir, grapes, and aging.

LLA: Looking ahead, what are the key aspirations and goals that González Byass has set for itself in terms of growth, product development, and maintaining a leadership position in the industry?

GB: At GB we understand that the world has changed in terms of consumption, experiences, and taste. To keep up, we look after trends (doing focus groups, analyzing the market, and trying to satisfy different needs) but we never forget about the quality related to our history. We want to diversify our product portfolio creating new lines, but also enhancing the ones that are already out there in the market. We have the best sherries and very premium spirits, we need to anticipate the momentum and trends through investigation and feeling consumers’ future needs, the growth hides in range extension and innovation, as we have been doing for more than 200 years. Wine is also adapting day to day to grow in sustainable practices and to have a better future for the wine industry and the planet.

These are key values for Gonzalez Byass, and that is why we keep on working every day to maintain our legacy.

Thank you, González Byass! Here’s to many more years of years of quality wines and spirits.

To learn more about González Byass, follow this link: https://www.gonzalezbyass.com/