Mr. José García-Carrión, fourth generation

At only 19 years old, Mr. José began working in the family business and his vocation was, and continues to be, marketing. He began to build a network of distributors throughout Spain and, as demand increased, he decided to build a new winery near Jumilla, where he installed the first high-capacity bottling train. Five years later, Mrs. Fala Corujo, his wife, joined the business, taking charge of the Marketing and Advertising area of ​​the family business. With hard work and great faith and enthusiasm in the project, even having dared to do things that others would consider crazy, they have achieved great successes and made their work a constant revolution.

Birth of Don Simón wine

At the beginning of the 80s, with the implementation of large stores in Spain, anticipating the changes in distribution channels and consumption habits that were going to happen, Mr. José revolutionized the market by selling wine in non-returnable, practical, economical packaging. and light weight: the brik. For many, this fact represented a challenge to tradition, but, thanks to strong advertising campaigns on television, it was possible to convey to the consumer the idea that Don Simón was the best wine to eat with it every day and a phrase became established in our lives and in our homes: “I’m going to eat with Don Simón.” However, the true success of Don Simón wine was its quality and not its packaging.

Diversification

In 1986 García-Carrión was already a national company and sold more than 70 million liters of wine a year. Seeing the risk of being with a single product, and with the decline that wine consumption was already experiencing, analyzing the foreign market it was seen that juice consumption in Spain was very low and an increase was expected in the coming years. The juice was chosen to enter a sector of non-alcoholic beverages and under the name Don Simón, a brand then closely linked to wine, but which, by doing things well and providing quality, could be called that not only the juice and the wine, but also another series of drinks, such as nectars, must and sangria that would arrive in 1987. All under the Don Simón brand. Diversification has been one of the pillars on which the growth of our company has been based.

Present

A constant revolution. Leaders in Spain and in the world. A disruptive family business, which combines tradition and modernity, to continue betting on the commitment to sustainability, to farmers, to quality, to local and local products. Today, García-Carrión wants to continue accompanying you, bringing our winery and our garden to your home, with wines, juices and a catalog of products made with care for all types of consumers. We continue to internationalize our brands, so that they reach all corners of the planet. We continue to improve our production systems to be more innovative every day.