Exposición Tío Pepe
Exposición Tío Pepe


“Tío Pepe, from Jerez to the world: story of an icon” is the title of the exhibition in which the González Byass Foundation recounts the advertising chronicle of the Fino de Jerez that first was a person, then came and, finally, an icon.

Between March 16 and April 16, the “Tío Pepe Art Room” at the González Byass winery, in Jerez de la Frontera, will host the exhibition “Tío Pepe, from Jerez to the world: story of an icon” organized by the González Byass Foundation in order for our loyal followers to travel through the advertising history of the most universal Fino de Jerez that has reached worlds as diverse as art, sport and music.

Documents, images and paintings, preserved by the González Byass Historical Archive, will reveal to the visitor how it was born, its beginnings and the projection of one of the oldest brands in Spain and the first known, together with its labeling, in the wine region of Jerez de la Frontera, Sanlúcar de Barrameda and El Puerto de Santamaría.

The organizing Foundation, non-profit, responds to the desire to organize, save and preserve the historical, artistic and documentary heritage of the company and the González family. Its aims are the promotion of research and the study of the history and culture of wine, in general, as well as the history and evolution of the project around wine initiated by Manuel María González Ángel, in particular, as well as that of his family legacy. In addition, it is in charge of the conservation, restoration, dissemination and study of the historical, artistic and cultural heritage of the foundation, as well as the custody of the archive and documentation related to the history, culture of wine and the work of D. Manuel María. González Ángel and his descendants.

"Tío Pepe from Jerez to the World: story of an icon"

Publicidad creada por Luis Pérez Solero

The prestigious Tío Pepe brand, from Bodegas González Byass, is one of the oldest in Spain and the first known, along with its labeling, from the Cádiz wine region. This brand and its famous advertising image of the dressed bottle have transcended the limits of the simple commercial name of a wine to become, today, a nominal reference and graphic icon of a company and a symbol for many.

Perhaps not too many people know that Tío Pepe really existed. The figure of the maternal uncle of the founder of González Byass, who was called Uncle Pepe, is not well known. However, it is the fine wine to which it gives its name and that image with its guitar, hat and red jacket, which very soon begins to accompany us in many moments of life. We see it on Spanish roads; greets us from the light of the Puerta del Sol in Madrid and accompanies us in events of art, culture, sport and enjoyment. The bottled Sol de Andalucía begins to travel the world and gradually becomes an icon.

The triple dimension of Tío Pepe person, wine and icon is what gives shape to this exhibition, the third that the González Byass Foundation organizes. In it we can enjoy a tour of a brand that has been with us for more than 150 years and that always manages to make us smile and enjoy.

The first part of the exhibition is dedicated to Tío Pepe as a person, José María Ángel y Vargas, maternal uncle of the founder of the winery, who dedicated himself to setting up some fine wine soleras in the first half of the 19th century, giving rise to a new brand; We will also see how this product is advertised until the beginning of the 20th century. In the second part we will talk about the arrival of Luis Pérez Solero and the process of creating a drawing that became an emblem of the company. Already in the third part we finish with the multitude of advertising, artistic, sports, social expressions and representations, etc. in which the image of Tío Pepe has been present and which have contributed to its formation as an icon.

"The task of choosing the highlights of Tío Pepe has been quite a challenge. I hope you enjoy this tour as much as we have done preparing it" -González Byass Foundation.


Be encouraged to learn the history of this very prosperous brand! We wait for you in our cellars.


Monday to Friday from 11:00 to 14:00 h. and from 17:30 to 20:00.

Saturday and Sunday from 11:00 to 14:00.

*At Easter (Semana Santa), the exhibition will be open to those who visit the cellar.

Tio Pepe Exhibition Place

Person, wine and brand

Pictures with advertising creations of the brand

Inauguration of Tío Pepe Exhibition

Luminous of Tio Pepe

Andanas of Tío Pepe

Inauguration of Tío Pepe Exhibition

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