Tio Pepe en Rama: A Cult Wine Rich In History And Luxury

DESIGN AGENCY hugozapata.es
CLIENT González Byass
LABEL MATERIAL Fasson® Paper Watermark 120 FSC®
REGION Europe

“If I had a thousand sons, the first humane principle I would teach them should be, to forswear thin potations and to addict themselves to sack!”

This iconic quote comes from none other than the renowned playwright and poet William Shakespeare, well known for his enduring love with sherry (known as 'sherry sacks’ back then) after moving to London to further his career. It's no secret that wine is so much more than just a drink. It represents a rich cultural and societal heritage that plays a vital role in historical and modern art and literature. Sherry, in particular, seems to date back many centuries, featuring in the works of not only Shakespeare but also Ben Jonson, Charles Dickens, and Edgar Allan Poe.

But where does this muse-like wine come from? Although sherry's history is extensive, it is known to come from Jerez in Andalusia, Spain. In fact, the wine is named after its region, with Jerez being the Spanish word for sherry. Despite the region's abundance of winemakers, one stands out with its quality and heritage — González Byass. It all began in Jerez in 1835 when young entrepreneur Manuel María González became a wine trader before becoming a winemaker. In honor of his uncle José Ángel, fondly known as Tio Pepe, who taught him everything there is to learn about traditional Jerez winemaking, González named his first range after him. As of today, the family owns 14 wineries, producing a range of premium wines and spirits in Spain, Chile and Mexico, where they are committed to the preservation of the natural environment for the benefit of future generations.

With the help of internationally acclaimed creative Hugo Zapata, González Byass developed a visual story for its new Tio Pepe en Rama 2022 range. Creating every detail of the label himself, the original illustrations are a work of art. “The ornate flourishes on Tio Pepe's label demonstrate what a gift it is to receive. As a result of the gold foil elements paired with the crest and the regal font, this wine is marked as a luxury item—designed entirely by hand”, explains Zapata.

With 3 stampings and dry punching of traditional bronze plates, it is printed on Avery Dennison's Fasson® Paper Watermark 120 FSC®, a white, uncoated paper with wood-free and synthetic fiber that offers a unique watermark effect. Gold, green, and blue shimmers in the glass mimic the reflections of fine wine, and the use of antique manual fonts and all these intricate details are deliberate decisions to tell a story that suits this historic and luxurious wine. “González Byass' Tio Pepe Fino in Rama 2022 is a limited and exquisitely crafted wine that arrives every spring. As we enter this season, life, light, and joy are at the core of the Bodega de La Constancia. During this time, Antonio Flores, oenologist of the house of Tio Pepe, selects boots that are distinctive by their unique organoleptic characteristics. It symbolizes the moment when the new derivation from the Fino in Rama, which has not been clarified and filtered, sees the light.", adds Zapata.