The careful considerations behind one of Europe’s biggest wineries

Since 1890, family-owned García Carrión has stood at the forefront of Spanish winemaking. Vice president Luciano García Carrión explains how "balancing heritage with innovation" keeps it at the top. Adaptability has always been in producer García Carrión’s DNA. Just look at its founding: in 1890 it began operations, stepping up to fill a gap in the market created when phylloxera devastated French vineyards in the 19th century. It was a bold move now vindicated. García Carrión has blossomed into Europe’s largest winery by volume, and the fourth-largest globally. Another example of its innovative approach to modern markets came in 1980 with the launch of Don Simón. As the first wine released in brick-shaped cartons in Spain, it pioneered accessibility and modern packaging. “This move was revolutionary,” says Luciano García Carrión, vice president of García Carrión since 1997. “It broke traditional wine conventions, making it more accessible for consumers. This innovation was about democratising wine and reaching a wider audience. We also focused on marketing and brand-building, which paved the way for our global expansion and established the winery as an international powerhouse. “One of our most strategic moves was the creation of an umbrella brand: Pata Negra. By uniting wines from multiple DOs under one identity, we were able to offer consumers a unique journey through Spain’s diverse terroirs. The balance between heritage and innovation continues to define our philosophy today.” García Carrión's winemaking spans 12 DOs, showcasing Spain’s iconic grape varieties. The producer champions the likes of Tempranillo, central to wines from Rioja and Ribera del Duero, and Monastrell from Jumilla, known for its deep, aromatic wines, such as Bodega La Ermita Cepas Viejas. Another highlight is Verdejo, often called ‘the jewel of Rueda’.

Three guiding ideas

García Carrión prioritises authenticity, ensuring each wine reflects its terroir while being accessible and expressive. To aid in that, the winery has built a strategy on three core principles: versatility, innovation and sustainability. “Innovation is woven into our DNA. We always look beyond the wine industry,” says Luciano García Carrión, “continuously refining our processes for efficiency without sacrificing quality. A prime example is our Jaume Serra, a pioneer in streamlining tirage, ageing, riddling and disgorgement, multiplying efficiency on an industrial scale. “Sustainability is also essential to us. We have invested heavily in renewable energy, installing solar power plants in nine wineries, generating more than 18MWp and covering 30% of our energy needs through sustainable sources.” García Carrión focuses on quality and accessibility, offering wines across all price points, as the vice-president explains: “We produce everything from Cava to Rioja reservas, young and varietal wines, Charmat-method sparkling wines and even wine cocktails, allowing us to cater to diverse markets and consumer preferences.” García Carrión’s global distribution network now spans 150 countries around the world. Its wines are available in supermarkets, speciality retailers and online platforms, particularly in the UK, Germany and the US. He concludes: “With more than 130 years of history, García Carrión is more than just a winery – it has become a benchmark for innovation in the global wine industry. Our dedication to sustainability, quality and accessibility makes us a true ambassador of Spanish winemaking. By embracing both tradition and modernity, we aim to prove that the future of wine lies in balancing heritage with innovation.”