Please, tell us in which region you are so we can show you the best content based on your location.

Tio Pepe sign

Tio Pepe - from Jerez to the world, the story of an icon.

Published on

We’ve got an even better reason (not that you needed one!) to visit our bodega in Jerez right now. Whether you’re a first-time visitor, or simply love us so and have been waiting for a good excuse to return, this may serve as the nudge you need.

Our ‘Tio Pepe Art Room’ will be showcasing an exhibition ‘Tio Pepe, de Jerez al mundo, de un icono’, translated in English to, ‘Tio Pepe, from Jerez to the world, the story of an icon’. Up and running until the 16th of April!

You’ll be taken on a journey through the advertising history of our Tio Pepe Fino, the world’s best-selling Fino sherry. See how over time Tio Pepe has found itself immersed in the arts, sports, and music. Through preserved documents, images and paintings from our historical archives, the origins and impact of Tio Pepe and its path to holding an iconic status will be explored.


The Beginning

The exhibition starts with the person behind the brand, José María Ángel y Vargas, affectionately known as ‘Uncle Pepe’, or ‘Tio Pepe’ in Spanish (potential penny drop moment). He was the uncle of González Byass’ founder, Manuel María González Ángel and his support was crucial to our founder’s success in the wine industry and the creation of the first Fino solera. Tio Pepe became immensely popular in the 19th century and was loved by the Spanish Royal House before gaining global recognition.


Luis Pérez Solero and the creation of the icon

We move on to 1934, when Luis Pérez Solero took on the direction of advertising for González Byass. He created the icon of Tío Pepe in 1935, what a guy! With his trademark guitar, hat, and jacket, our beloved Tío Pepe man was born. The concept of Tío Pepe being the bottled representation of Andalusian sunshine soon caught on too. The 1930’s became a pivotal time in Tío Pepe’s history, as the brand started to immerse itself in the cultural fabric of Spain, appearing in cinema, art, and literature.

The magic in the simplicity of the Tío Pepe man design and branding made it easily recognisable to the public when present in events and public spaces. Since 1957, Tío Pepe has held a prominent position in Madrid's Puerta del Sol, something the people of Madrid and wider Spain would never wish to change!


From Jerez to the world

The exhibition concludes by showcasing the latest events that the Tío Pepe brand has been a part of, including the round-the-world tour aboard the Juan Sebastián Elcano.


About the González Byass Foundation

The González Byass Foundation is a non-profit organization that aims to promote research and study of the history and culture of wine, particularly the history and evolution of our beloved Tío Pepe brand, our founder Manuel María González Ángel and his family legacy which lives on today.

The exhibition is open Mon – Fri from 11am to 2pm, then 530pm – 8pm. On weekends it’s open from 11am to 2pm. It will open over Easter too.



Back to top