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Sangre de Toro wine gets design revamp for 60th birthday

Published:  10 September, 2014

Bodegas Torres has relaunched its famed Sangre de Toro brand with a sleeker design that harks back to the wine's 1950s origins.

Miguel Torres Carbó used to chase around the family's vineyards in the 1950s in a Renault 44, on the hunt for Garnacha and Carinena grapes to make a different kind of wine. The family winery wanted to evoke his spirit on the bottle - hence the redesign.

Miguel Torres Maczassek, general manager of Bodegas Torres, said: "Sangre de Toro is experiencing its second youth. It stands for authenticity, for reviving certain values of the past that spring from an unpretentious way of thinking and doing things, driven by experience and a love for one's craft." The design revamp was carried out as a tribute to his grandfather.

The new label has a black and white image of Miguel Torres Carbó, smiling as he leans against his Renault 44 amid the vineyards. His words are quoted in clean type: "I dream of having the whole world know and recognise the quality of our wines."

Sangre de Toro

Sangre de Toro was Bodegas Torres's first bottled wine, at a time when most wine was still sold in bulk. It is a major brand in Spain and by the 1970s was already sold in over 50 countries on five continents. It is now sold in over 150 markets, making it the most international of all Torres wines.

Bodegas Torres was founded in 1870, and currently the fourth generation of the family - president  Miguel A Torres and vice-presidents Juan M Torres and Marimar Torres -  are overseeing the transition to the fifth generation - represented by Arnau Torres-Rosselló, Mireia Torres -Maczassek, Cristina Torres and Miguel Torres-Maczassek, who recently became general manager.

The family owns 2,432 hectares of vineyards, 2,000 of which are in Spain, 400 in Chile, and 32 in California, and employs more than 1,300 people.