As Hugo Zapata’s father (Miguel Angel) said “Observe the lights and shadows”… label inspired by the golden reflections and shadows of the most authentic fine wine and based on the collection of historical labels kept in the Foundation’s historical archives González Byass. Like every spring, when the emergence of life, light and joy floods everything, La Constancia Winery has been experiencing an emotional and unique moment for 12 years now: the selection of Tío Pepe en Rama. 178 years of history for a Fino that is much more than a wine, recognized and awarded throughout the world, a living icon of advertising and the legacy of a family of wines. 82 boots selected by Antonio Flores, have been chosen to capture the character and spirit of Tío Pepe in a glass. Pure expression of the vineyard and the winery, of the origin and the aging. From the boot to our glasses.
XIX century: the beginnings
The young entrepreneur Manuel María González began his career in the world of wine as a merchant, associated with Juan Bautista Dubosc and Francisco Gutiérrez de Agüera. But the success of your company grows so fast that it soon becomes necessary to get involved in production as well. And he does it hand in hand with his maternal uncle, José Ángel, who taught him everything he knew. In his honor, he baptized the founding solera as “Solera del Tío Pepe”. Thus began the legend of the most famous Fino in the world, which in 1854, with only 20 years of existence, became one of the references and the first exporter of sherry wine, a privileged position that it would maintain for many years.
The sending of the first Tio Pepe boots contributed to this legend that crossed borders.
Tío Pepe: The most famous fine wine in the world
In 1835 Manuel María González bought a small winery in Jerez which he named Tío Pepe in honor of his uncle, who had taught him everything about the Jerez winemaking tradition.
To the UK: at the suggestion of Robert Blake Byass, the company’s agent in England, whom Manuel María recommended in a letter to sell an “exceptionally pale” wine. The success of their reception motivated the association of the two entrepreneurs to continue promoting exports.
In that period, in parallel to the construction of the La Constancia winery, the first winery in Jerez, others were added, inside and outside the national territory, until today, where the 5th generation continues to maintain it as a company family but expanding our passion for wine and spirits to more than 100 countries.
- Agency/Creative: hugo zapata
- Article Title: Hugo Zapata Studio Create Wine Label for Tio Pepe en Rama 2021 11th Edition
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Spain
- Market Region: Global
- Project Deliverables: Brand Advertising, Brand Creation, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Graphic Design, Packaging Design, Photography, Product Naming
- Format: Bottle
- Substrate: Glass Bottle