September 28, 2026 (Jerez de la Frontera, Spain) — González Byass has announced the appointment of Enrique Murillo as General Manager, effective 15 November. Murillo currently serves as the company’s International Business Director. His appointment underscores González Byass’ commitment to developing internal talent and ensuring continuity at a company with more than 190 years of history. Until the transition is complete, César Sánchez Moral and Enrique Murillo will work closely together to ensure a smooth handover.
Murillo joined González Byass in 2011 as Finance Director. In 2017, he was appointed CEO of Pedro Domecq Mexico, a González Byass Group company, where he successfully launched the business and positioned Casa Pedro Domecq’s brandy brands as market leaders in Mexico in both volume and value.
In 2021, Murillo was appointed Deputy General Manager of González Byass S.A., where he took direct responsibility for overseeing the company’s 2021–2023 Strategic Plan. He subsequently became General Manager of González Byass’ joint venture with Grupo Emperador, overseeing the Bodega Las Copas S.L. and Domecq Bodega Las Copas S.L. business lines. In January 2023, he was appointed General Manager of the Americas Division, followed by his appointment as International Business Director in July 2025, the position he currently holds.
Murillo holds a degree in Economics and Business Administration from the University of Navarra and an Executive Master’s degree in Economics and Business Management from Instituto San Telmo. He has also completed the Advanced Management Program at Harvard Business School.
Murillo succeeds César Sánchez Moral, who joined González Byass in September 2022 and has led the implementation of the company’s strategic plan, which is now reaching completion. As González Byass enters its next phase of growth, the company will continue to build on the progress made during this strategic cycle under Murillo’s leadership. González Byass sincerely thanks Sánchez Moral for his dedication, commitment and contribution to the company over the past four years.
González Byass remains focused on innovation, developing new consumption occasions and optimising its operations, with continued investment in strategic brands including Tío Pepe, Beronia, Viñas del Vero, Vilarnau and Lusco, as well as high-growth categories such as Croft Twist, which has surpassed one million bottles in annual sales in Spain. The company is currently developing a new strategic plan, which is expected to be presented during the final quarter of 2026.
“We are delighted to announce the appointment of Enrique Murillo as the new General Manager of González Byass. His deep knowledge of the company, broad experience and strong alignment with our values make him the right person to lead González Byass into this new chapter,” said Mauricio González-Gordon, Chairman of González Byass.
“This appointment reflects our confidence in internal talent and our commitment to the professional development of the people who make up González Byass. We welcome Enrique to his new role and wish him every success. I would also like to express our sincere gratitude to César Sánchez Moral for his dedication, commitment and contribution to González Byass over the years.”
About González Byass
González Byass is a family-owned company with a winemaking and distilling tradition dating back nearly two centuries. Founded in 1835 in Jerez de la Frontera (Cádiz), the company is now present in more than 100 countries.
Its portfolio includes 38 brands, notably Tío Pepe (D.O. Jerez), Vilarnau (D.O. Cava), Beronia (D.O.Ca. Rioja and D.O. Rueda), and Viñas del Vero (D.O. Somontano), as well as spirits such as Nomad Whisky and The London Nº 1 Gin. Several of its wineries have become wine tourism destinations offering unique experiences, including Hotel Bodega Tío Pepe, the world’s first Sherry hotel.
The new generation continues the family legacy, blending tradition with a strong commitment to innovation, sustainability and quality. This philosophy is reflected in “People + Planet,” the company’s sustainability platform, and further strengthened by its membership in the United Nations Global Compact.
González Byass is a family that cares for the land, loves its wines, and distils magic to share the joy of life with the world.
