Sangre de Toro is a true symbol for the Torres family. It was the first wine that the Catalan wine saga decided to bottle in 1954, at a time when wine consumption was practically all in bulk. The father of the current president of the company, Miguel Torres Carbó, was a visionary with this product, which in a few years became the international benchmark for Spanish wine. In the 70s, it was already exported to more than fifty countries and continued to grow to reach 150 markets. Today, Torres' most classic wine, traditionally protected by the Catalunya Designation of Origin, is exported to 130 countries and reaches some ten million consumers a year.
The brand now wants to reclaim this role as an ambassador of Spanish culture that it has exercised for more than half a century with an agreement with the Royal Spanish Football Federation (RFEF) to become the official wine of the Spanish National Football Team until 2024. "Sangre de Toro unites its image with La Roja, with which it shares color, origin and values, to contribute to projecting the Spanish lifestyle and traditions beyond our borders," the company said.
Sangre de Toro will be the official collaborator of the National Team in the senior men's and women's and U-21 categories for four intense seasons where fans will be able to enjoy the celebration of two European Cups, a World Cup and an Olympic Games. "We want to share our passion for football with fans and support this great team. Passion, effort and teamwork are values that football promotes and with which we feel very identified as a brand," explained Sara Sanabria, marketing director of Sangre de Toro. "This collaboration ---she added--- is about enjoying football, celebrating life and toasting victories surrounded by friends and family, because both football and wine bring people together and forge friendships".
To celebrate the signing of this sponsorship agreement, Sangre de Toro will launch a special edition this summer that will be "a tribute to La Roja." It will also raffle tickets to attend matches of the National Team led by coach Luis Enrique.
In 2014, coinciding with Sangre de Toro's 60 years of existence, the Torres group relaunched the product, with the aim of rejuvenating its profile and bringing it closer to new audiences. Today, Sangre de Toro has a website differentiated from the rest of the Familia Torres group's wines and no longer consists of a single product, but has expanded its range. Thus, now, up to 16 wines are produced under the Sangre de Toro brand from different geographical origins, a range that, in addition to the original, includes red, rosé, white, single-varietal wines (verdejo, chardonnay, tempranillo, cabernet sauvignon) and even a cava. In addition, Sangre de Toro markets three alcohol-free wines and three with low alcohol content (5.5º).
Familia Torres is one of the main wine producers, with wineries located in Catalunya and in the Rioja, Ribera del Duero, Rueda, and Rías Baixas designations of origin. In the international market, they produce wine in California and Chile.