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SPAIN<br />
FOCUS<br />
José García Carrión has helmed the family-run<br />
company since 1968 and played a part in its<br />
exponential growth worldwide. Its wines, now<br />
produced in twelve Spanish appellations, are<br />
marketed across the globe.<br />
JAUME SERRA, THE BODEGA IN VILANOVA I LA GELTRÚ IN CATALONIA, WHERE THE<br />
FAMOUS CAVA IS MADE<br />
How do you explain the success of your bodega?<br />
García Carrión has always blazed the trail with<br />
its revolutionary projects. Through hard work<br />
and diligence, this has enabled us to become the<br />
leading winery in Europe and to win over consumers.<br />
“Constant revolution” is how we define<br />
our business model. From the outset, we have<br />
sought to innovate and implement new initiatives,<br />
but with one very clear rule – we put the<br />
consumer at the core of our business strategy.<br />
We relentlessly strive to meet their demands and<br />
satisfy their needs with our products, which are<br />
renowned for their quality.<br />
FIVE SUCCESSIVE GENERATIONS HAVE BEEN AT THE HELM OF THE FAMILY-RUN COMPANY<br />
GARCÍA CARRIÓN<br />
Could you share two or three landmark events<br />
that have shaped the company’s history and<br />
contributed to its success?<br />
Over the course of our history, we have risen<br />
to quite a few challenges, from our humble beginnings<br />
through to conquering over 150 countries...<br />
There is no doubt that one of our greatest<br />
moments was the launch of Don Simón, Spain’s<br />
first wine in Tetra pak format at the start of<br />
the 1980s. At that time, the most widely used<br />
container for young wine was the one-litre<br />
returnable bottle. To meet national demand,<br />
we needed several production centres in Spain.<br />
Tetra pak offers a practical, economical and<br />
lightweight non-returnable container and we<br />
were therefore able to meet this demand whilst<br />
also providing quality wine. Subsequently, we<br />
diversified our business by grouping different<br />
products – juices, fruit nectars, sangria, etc.<br />
– under the single brand, Don Simón. In 1997,<br />
the acquisition of Jaume Serra – currently the<br />
only fine Cava in Spanish hands – marked our<br />
first step towards expanding across Spain. Now<br />
we have a presence in 12 designations of origin<br />
where we make prestigious wines that display<br />
site-expressiveness.<br />
94 WINTER 2022 • GILBERT & GAILLARD - THE <strong>FR</strong>ENCH EXPERTS ON WINE
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