Luminous poster of Tío Pepe located in the Plaza Mayor of Madrid.

Our Logo

In 1935, when Luis Pérez Solero decided to dress the Tío Pepe bottle with a jacket, wide-brimmed hat and Spanish guitar, little did he know that his creation would end up becoming one of the world’s most iconic advertising logos.

- A symbol with history -

Bringing Tío Pepe to life for more than 80 years

Over the years, the head of advertising’s endearing design has become a familiar figure in advertisements, billboards and the famous neon sign in Madrid’s Puerta del Sol – but also beyond our borders, assisting the expansion of sherry wines to more than 115 countries around the world. It’s an idea that has transcended the world of advertising to become part of a country’s collective imagination. Discover its story!

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The most iconic wines

Tío Pepe Estrella de los Mares

Fino Sherry

Viña AB Estrella de los Mares

Amontillado Sherry

XC Palo Cortado

Palo Cortado Sherry

Vinagre Reserva de Jerez

Tío Pepe Una Palma

Fino Sherry

A unique production process

Did you know that sherry casks, or butts, are used to age spirits and other distillates?

After being utilised in the production of sherry wines, these butts are used to refine other prestigious spirits around the world: malt whisky, bourbon and, more recently, craft beer and vermouth.

Find out more