Amid Retail Growth, González Byass Aims For On-Premise, National Account Expansion

Spain’s González Byass has made a concerted effort to up its profile in the U.S. market in recent years, with volume now above 150,000 cases, led by Spanish wine brands like Rioja’s Beronia and Vilarnau Cava, as well as Chilean labels like Veramonte and Primus. After gaining solid traction at retail for its wine portfolio, the company tells SND it’s focused on expanding its reach in the on-premise and national account channels.

“Beronia ($15-$80 a bottle) is doing very well in IRI-tracked channels, thanks to our velocity in regional grocery chains and liquor chains,” says Enrique Murillo, CEO Americas at González Byass. “Vilarnau Organic Cava ($16-$20) is up 30% in depletions and Domäne Wachau ($15-$51) from Austria is the #2 brand in the Austrian category and growing.” The U.S. now accounts for approximately 15% of González Byass’s global sales, which have totaled around $330 million in recent years.

“On-premise buyers really value the contribution of Veramonte ($14) and Primus ($21),” notes global chairman Mauricio González Gordon. “They’re made of organic grapes and have been doing particularly well in the restaurant and hotel channel.” With current company sales split about 50-50 between on- and off-premise, continuing to build the on-trade and national account business are priorities, he adds.

Veramonte, which will receive updated packaging next year highlighting its organic status, had U.S. volume of around 25,000 cases last year, making it a key brand in the portfolio, along with Harveys Bristol Cream Sherry at 45,000 cases. Spanish white wine Pazos de Lusco from Rias Baixas has been another solid performer, within a wine portfolio that also includes Tio Pepe Sherry, as well as labels like Finca Constancia in Vino de la Tierra de Castilla and Dominio Fournier in Ribera del Duero.

In the spirits portfolio, González Gordon points to Nomad whisky ($50-$80) as performing well from a small base. “We’re in quotas right now because it’s been growing steadily in many markets,” he says. “We need a bit of time to really catch up with demand.” What makes Nomad unique among sherry-cask finished whiskies is that instead of shipping the casks to the whisky’s country of origin, Scotland, González Byass brings the whisky to Jerez for its final maturation. The idea is expandable to other whisk(e)y producing regions, and González Gordon says an Irish whiskey from Nomad is on the way.

The González Byass spirits range, Murillo notes, also includes several brandies, which are facing challenging conditions in the U.S. A bright spot, however, is Mexican brandy Azteca de Oro, which Murillo says is performing well in markets like California and Texas following its 2022 relaunch. In addition, the company is investing in Presidente Brandy through a collaboration with Mexican musician Alejandro Fernández, as well as positioning Fundador brandy as a sponsor of the Latin Grammy Awards. —Shane English

Tagged : Bernina, Gonzalez Byass, Tio Pepe, Veramonte

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.