García Carrión's agricultural tradition dates back several centuries. My ancestors, the Carrión family, owned vineyards. They grew their own grapes and sold the wine in their own winery.

In 1870, they began to market their wine in Murcia, Cartagena, Lorca, and some nearby towns in the province of Almería. The wine was transported in wooden barrels.

In 1968, at the age of 19, I started working in the family business. At that time, its turnover was 15 million pesetas a year. My vocation was, and still is, marketing. Personally, I began to build a network of distributors throughout Spain. As demand increased, I decided to build a new winery near Jumilla and installed the first high-capacity bottling line.

In the early 1980s, with the arrival of large supermarkets in Spain, I sensed that there would be changes in distribution channels and consumer habits. At that time, the most commonly used container for young wine was the returnable 1-liter bottle, which required several bottling plants throughout Spain to serve national distribution. For several years, my goal had been to sell wine in non-returnable packaging that was practical, economical, lightweight, and could be bottled in a single plant, thereby achieving lower unit costs by taking advantage of economies of scale.

After analyzing several alternatives, such as glass or PET, I opted for carton technology. My father, a very conservative person, had his reservations about the launch of DON SIMON wine, although the real resistance came from outside the company. Those were very difficult times, because we found ourselves alone, facing all kinds of pressure. For many, packaging wine in cartons was a challenge to tradition. Despite all the difficulties, we believed in the project and were convinced that, by offering a higher quality than was available at the time in young wines, consumers would accept it.

In 1997, Luciano García-Carrión Corujo joined the company after completing his law studies at the age of just 21. He started in the Marketing Department, where he did a great job on advertising campaigns, demonstrating enormous creative talent. His true calling, however, was the internationalization of the brand. Thanks to his efforts and constant travels from one corner of the globe to another, García-Carrión is now present in more than 150 countries.

His charisma and ability to communicate with customers around the world have made him a key figure in the company: sales outside Spain are currently one of the fundamental pillars of García-Carrión.

Vice President and Fifth Generation, Luciano strives for excellence by bringing creativity and constant innovation to all the wines and products of the family business, a fact that is evident in the large number of new products that García-Carrión launches on the market each year.

Constant innovation, quality, and sustainability are the family business's guiding principles, values that have made Spanish products recognized and enjoyed in every corner of the world.

Thanks to the work of a family and the support of more than 40,000 farmers, García-Carrión can proudly say that it is the leading winery in Europe and the fourth largest in the world.

In 1997, we acquired the Jaume Serra Winery, located in Vilanova i la Geltrú, atop a hill that gently slopes down toward the Mediterranean Sea. The origins of this winery date back to 1647, when a farmhouse-fortress known as El Padruell was built, which would later become the Jaume Serra Winery. This acquisition gave rise to the Vinos de Familia García-Carrión project, which brings together different Designations of Origin. Belonging to a family of winemakers with a tradition in the world of wine dating back more than 130 years leaves its mark on you.

In 1999, we had the opportunity to acquire a small plant that had been built by a farmers' cooperative. They did not have much marketing capacity, so by mutual agreement we acquired the plant and continued to purchase their production.

In 2000, construction began on our winery in Haza, in the Ribera del Duero Designation of Origin. A year later, in 2001, what is now known as Bodega Y Viñedos Viña Arnáiz began operating.

Located in a historic strategic enclave, it was formerly a fortress belonging to Juana de Haza, a noblewoman from Castile who began planting vineyards at the foot of her fortress. These vineyards spread and their fame grew throughout the region due to their extraordinary quality.

Bodega Viña Arnáiz combines the latest technology with respect for traditional methods, allowing García-Carrión, a family business, to produce wines that represent the Ribera del Duero region at its best.

We also cover the Rueda and Toro designations of origin, historic wine-producing areas where we impart character and excellent quality to our white and red wines.

García-Carrión has been producing wines in Castilla La Mancha, the largest vineyard in the world, for over 100 years. My great dream was to create a global winery within this magnificent vineyard, and Daimiel was chosen as a strategic logistics center because it is a region with a long wine-making tradition where we have a century of experience collaborating with cooperatives in different areas. This allows us to select the best grapes and, together with the use of the most advanced technologies, produce wines of exceptional quality.

One of our biggest projects was the juice plant in Huelva in 2004. With 2,300 hectares of our own land and long-term agreements with more than 40,000 farmers, the big difference between us and other juice companies is that DON SIMÓN plants orange trees exclusively for juice.
To obtain the best juice, it is essential that the oranges are picked at their optimum ripeness and, most importantly, squeezed as soon as they are picked from the tree. We use the Valencia variety, considered the best variety in the world for its natural sweetness and low acidity.

In 2007, we acquired our winery in the Valdepeñas Designation of Origin. The acquisition of this winery was a very important step: it consolidated García-Carrión's position as the leader in the Spanish wine market.

Bodegas los Llanos, founded in 1875, is one of the oldest and most traditional wineries in Valdepeñas. The Señorío de los Llanos wine rests in its underground cellar, the largest in our country.

With the incorporation of the Vinartis winery, the Cumbres de Gredos, Señorío de los Llanos, and Pata Negra brands were acquired, the latter being the brand under which one of the most revolutionary movements in the world of wine in our country took place: using a single brand for eight different Designations of Origin.

In 2013, finally endorsed by the Supreme Court, and after almost 10 years of struggle, a historic moment took place, a family's dream come true.

Thanks to this, GARCÍA-CARRIÓN's internationalization efforts were facilitated, as we were able to export different wines from different Designations of Origin with the advantage of a single brand. This was a way for us to become known outside Spain, as otherwise our image would be lost in an endless array of brands and Designations of Origin.

Currently, Pata Negra brings together 8 Designations of Origin: Rioja, Ribera del Duero, Valdepeñas, Rueda, Toro, Cava, Jumilla, and Mancha.

This plant is located in the strategic enclave of Segorbe, near the port of Valencia. Since García Carrión joined in 2017, we have increased production capacity to 350 million liters per year, with a very ambitious project: to be the leaders in value and volume in juices, gazpachos, smoothies, and vegetable drinks. The Segorbe plant has a pioneering plan at the global level: to coordinate the entire production process with total traceability and maximum safety.

The "JUAN IGNACIO GARCÍA-CARRIÓN" Foundation was established as a non-profit association. Its corporate purpose is to promote stable employment for people with disabilities, provide comprehensive care with the aim of achieving the highest levels of integration, and provide tailored training for all these individuals.

In addition, at the "GARCÍA-CARRIÓN FOUNDATION", founded 40 years ago, people carry out their work in specially equipped facilities adjacent to the production plants and warehouses.

For García-Carrión, sustainability is a fundamental pillar that cuts across its entire business strategy. In this regard, it has always been a pioneer and revolutionary in the search for innovative solutions that enable it to have a positive impact on our environment. A constant revolution, also in terms of sustainability.

García-Carrión is a leader in the sector not only because of what it does, but also because of how and why it does it. Since its inception, it has believed in local products and remained faithful to tradition, while looking to the future and always putting the consumer at the center of its activity.

Respect for biodiversity, the creation of stable, quality jobs, and the responsible use of resources are fundamental pillars for the company.

This unwavering commitment to the planet is embodied in its 360º Sustainability strategy, which has environmental, economic, and social dimensions. Through this strategy, García-Carrión develops products of the highest quality, using raw materials from sustainable and local agriculture, produced efficiently with the latest technology and generating the least possible impact to protect the planet.