History and Values
OUR HISTORY
A revolution through the years
García-Carrión has its origins in Jumilla and, for more than 130 years and across five generations, has worked daily to seek excellence and make the quality of its products accessible to everyone.
Currently, the winery offers prestigious wines in 12 DOs and, under the Don Simón brand, which encompasses a wide range of products, each of them holding first or second place in the food market.
1890
García-Carrión Foundation, fourth generation
After marketing his wine in Murcia, Cartagena, Lorca and Almería, the great-grandfather of Mr. José García-Carrión built a new winery in Jumilla, already of a certain size for the time, due to the boom in wine exports to France, caused by the phylloxera that devastated the French vineyards. This winery is named after the year García-Carrión was founded.
1968
Mr. José García-Carrión, fourth generation
At just 19 years old, Mr. José began working in the family business, and his vocation was, and remains, marketing. He began building a network of distributors throughout Spain, and as demand increased, he decided to build a new winery near Jumilla, where he installed the first high-capacity bottling line. Five years later, his wife, Mrs. Fala Corujo, joined the business, taking over the Marketing and Advertising department of the family company. Through hard work and great faith and enthusiasm in the project, even daring to do things that others would consider crazy, they have achieved great success and made their work a constant revolution.
1980
Birth of Don Simón wine
In the early 1980s, with the establishment of large supermarkets in Spain, anticipating the upcoming changes in distribution channels and consumer habits, Don José revolutionized the market by selling wine in a practical, affordable, and lightweight non-returnable container: the carton. For many, this challenged tradition, but thanks to strong television advertising campaigns, consumers were able to understand that Don Simón was the best wine to enjoy every day, and a phrase became embedded in our lives and in our homes: "I'm going to eat with Don Simón." However, the true success of Don Simón wine was its quality, not its packaging.
1986
Diversification
By 1986, García-Carrión was already a national company, selling more than 70 million liters of wine annually. Recognizing the risk of focusing on a single product, and with wine consumption already declining, an analysis of the foreign market revealed that juice consumption in Spain was very low and was expected to increase in the coming years. Juice was chosen to enter the non-alcoholic beverage sector, under the name Don Simón. At the time, a brand closely linked to wine, but by doing things right and delivering quality, it could be named not only for juice and wine, but also for a range of other beverages, such as nectars, must, and sangria, which would arrive in 1987. All under the Don Simón brand. Diversification has been one of the pillars on which our company's growth has been based.
1997
Arrival of the fifth generation
In 1997, Luciano García-Carrión joined the family business. Vice President and fifth generation, Luciano, passionate about sales and the international market, strives for excellence by bringing creativity and constant innovation to all the family business's wines and products, a fact reflected in the large number of launches García-Carrión brings to the market each year. His charisma and ability to communicate with customers around the world have made him a key player in the company: currently, sales outside of Spain are one of the fundamental pillars for García-Carrión, which is now present in more than 150 countries.
2007
Pata Negra - Global Premium Wine Brand
One of the most revolutionary movements in the wine world in our country arrives with Pata Negra: using a single brand that encompasses eight different DOs: Rioja, Jumilla, Ribera del Duero, Toro, Cava, Valdepeñas, Rueda, and La Mancha. After fifteen years, today Pata Negra is a recognizable and award-winning brand worldwide. Furthermore, with the special edition Pata Negra Fauna Ibérica, we celebrate not only the products of our land, but also four of our country's animals. The bull represents the DO Toro, the Iberian lynx represents the DO Mancha, and the wolf represents the DO Rioja. We also have the fox representing the DO Rueda.
2025
Present
A constant revolution. Leaders in Spain and around the world. A disruptive family business that combines tradition and modernity, continuing its commitment to sustainability, to farmers, to quality, and to local, locally sourced produce. Today, García-Carrión wants to continue supporting you, bringing our winery and our garden to your home, with wines, juices, and a catalog of carefully crafted products for all types of consumers. We continue to internationalize our brands, reaching every corner of the planet. We continue to improve our production systems to become more innovative every day.