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General Management Replacement at González Byass

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Jerez de la Frontera, 8th June 2022 – The González Byass Board announces that Jorge A. Grosse will end his term as CEO in December this year, as agreed mutually in 2016, when he made the commitment to lead the ensuing two consecutive strategic plans. At the same time, the company would like to announce that César Sánchez Moral, CEO of Barón de Ley until now, will become the company’s CEO from the beginning of 2023.

During his 16 years at González Byass, Jorge A. Grosse has led the strategic alliances and globalization of the company, which currently comprises 14 wineries in Spain, Chile and Mexico, 3 distilleries, as well as its own distribution set-ups in Spain, the United Kingdom, the USA and Mexico.

Under his leadership, the company has undergone a comprehensive digitization process, developed a marketing strategy focused on people and promoted a holistic approach to sustainability via the 5 + 5 Caring for the Planet program. In 2019, González Byass achieved €309m/USD$332m in turnover, the highest in its history. Within the first 6 months of the current fiscal year, the results have been similar to those prior to the pandemic. In Grosse’s words, “all of this has been possible thanks to the team I have built at GB: high-level, highly integrated and committed”.

This smooth transition will allow César Sánchez Moral to take the reins in 2023 and lay the foundations for González Byass’ new strategic plan. Prior to his current position at the Barón de Ley group, Mr. Sánchez Moral worked for other beverage companies such as Heineken, Schweppes and its Japanese parent company, Suntory. Throughout his professional career, in addition to Spain, he has lived and worked in various markets in Europe, Latin America and Africa.

The González Byass Board would like to thank Jorge A. Grosse for the excellent work he has carried out over the last 16 years and wishes him all the best in his future.

Similarly, they would like to congratulate César Sánchez on his forthcoming appointment, offering their support and that of the entire management team in achieving the company’s new goals.

González Byass USA is a Chicago based importer for a strategically selected portfolio of fine wine and spirit brands from around the world including Spain, Chile, Italy and Austria. 

González Byass USA is the US subsidiary of González Byass headquartered in Jerez de la Frontera, Spain. González Byass is a family-owned collection of wineries founded in 1835 which spans across Spain’s most important wine producing regions. From its foundation, the González family have been dedicated to making fine Sherries and brandies in Jerez, Spain, creating such well-known brands as Tío Pepe Fino Sherry and Lepanto Brandy de Jerez.

Today the fifth generation of the family are the custodians of these exceptional brands having built the company into a family of wineries which produces wine in some of Spain’s most famous regions; Bodegas Beronia (Rioja and Rueda), Dominio Fournier (Ribera del Duero), Cavas Vilarnau (Barcelona), Finca Constancia (Vino de la Tierra de Castilla), Finca Moncloa (Vino de la Tierra de Cádiz), Viñas del Vero (Somontano) and Pazos de Lusco (Rías Baixas). In each of these regions the family strives to make the best possible quality wines respecting the local terroir and the environment. At the same time the company has also expanded its interests further in the premium spirits business and has created pioneering brands such as The London No.1 and Nomad Outland Whisky to complement the Spanish brandies in the portfolio Soberano and Lepanto, as well as their Mexican brandies from Pedro Domecq: Presidente and Don Pedro.

González Byass USA also represents a number of international wineries in the US market including from Austria Domäne Wachau, and from Italy Pranza, Caldora, Cantine Cellaro, Vesevo, Vigneti Del Salento and Tenute Rossetti. In addition, Harveys Bristol Cream and Fundador Brandy de Jerez from Spain.

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